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Carlsberg takes larger portion of Cambrew

Content image - Phnom Penh Post
Graphic: Market Share of Beer in Cambodia. Phnom Penh Post

Carlsberg takes larger portion of Cambrew

DENMARK-based Carlsberg Group has expanded its ownership of the Kingdom’s beverage firm, Cambrew, to 75 per cent, it said on Monday.

The European group previously held a 50 per cent stake in the local brewer of Angkor beer.

The transaction gives Carlsberg the largest stake of the Cambodian company, while Cambrew itself will retain 25 per cent ownership.

Cambrew’s consulting manager Ou Ratanak told The Post on Wednesday that competition in the beverage market has gotten tougher in the last few years, and that it hoped to return to its recently lost position as market leader in the brewery industry.

According to the company’s figures, it holds 20 per cent of the local beer market, behind Khmer Brewery and Heineken.

Ratanak said the company plans to upgrade management infrastructure and marketing strategy as part of a reshuffle.

“Our dream is to regain the position of Cambodia’s leading beer supplier after having lost it just recently.”

Cambrew manufactures and markets a wide portfolio of beers, soft drinks and bottled water in the Kingdom. Its brands include Angkor Premium Beer, Angkor Premium Extra Stout, Klang, Black Panther, Tuborg, Carlsberg, Guinness, Pepsi, Angkor Puro and many more.

Ratanak said the new management will strengthen the market standing of all products produced by Cambrew, with a special focus on the iconic Angkor Premium Beer.

“We have ambitions to make Angkor Beer the best selling Cambodian beer in regional and international markets,” he said.

Carlsberg has partnered with Cambrew for 26 years and has been instrumental in building the brand.

The Danish brewer did not disclose how much it invested to increase its stake.

Carlsberg CEO Cees ’t Hart said the increased ownership of Cambrew is in line with the group’s strategy of boosting its interest in Asia.

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