• Jade Strain

New Joint Venture Announced Between Pub Retailer & Brewing Giant!

Updated: Feb 8, 2021

Despite Carlsberg once promoting itself as "probably the best lager in the world", the brewing giant was forced to admit they were wrong in a fun, joking ad campaign in 2019. Their renewed slogan aimed to rebuild consumer trust, saying, "Probably not the best beer in the world. So we’ve changed it”. There's question over whether Carlsberg had restored faith in the customers they lost after all of the muddle, though.

Learn more about joint ventures.

Last week, good news was announced for the multinational brewer, with reports of a £780million joint venture with pub retailer Marston's. The aim of this venture is reportedly:

"to create a best in class, brand-led UK brewer and distribution company with increased scale and resources"

By joining forces, the two industry leaders intend to take over a larger market share, restoring faith in the Carlsberg brand and pushing for Carlsberg Marston's Brewing Company (CMBC) to be the leading brewery and pub chain in the UK and further afield.

Read more about the CMBC venture here.

At Serenity Law LLP, our team are experts in commercial legal matters, with particular experience in the hospitality and retail sectors, amongst others. Joint ventures have many benefits, from sharing resources to raising funds, however, we recommend being cautious in your approach - After all, your profits, business reputation, and customer base are on the line!

If you're considering entering into a joint venture, we can guide you through every step, ensuring your Agreement is watertight and every eventuality has been considered. Similarly, if you're in a joint venture and would like to review, revise or renegotiate, Serenity Law has the perfect solution, too.

To speak to an expert, book your free consultation here. Alternatively, call the team on 0800 019 77 73.