Finland’s soft drink market faces a major reshuffle after a new agreement will transfer production of Pepsi products to Carlsberg, while the future of Coca-Cola manufacturing remains unresolved.
Carlsberg said it will take over production, sales and distribution of PepsiCo beverages in Finland, Denmark and the Baltic states from 2029. The move ends a long partnership between PepsiCo and Hartwall, which has produced the drinks in Finland since 1999.
Hartwall confirmed it will continue producing Pepsi brands, including Pepsi Max, 7UP and Mountain Dew, until the end of 2028. The company’s chief executive Kalle Järvinen said the group had sought to extend the agreement but did not reach a new deal.
“We would have liked to continue the partnership, but an agreement was not possible,” he said in the company release.
The change forms part of a wider regional deal between PepsiCo and Carlsberg, whose operations already include Pepsi bottling in Sweden and Norway. From 2029, Carlsberg’s Finnish subsidiary Sinebrychoff will assume responsibility for Pepsi products in Finland.
The agreement forces a parallel shift in Coca-Cola production. Carlsberg currently manufactures Coca-Cola drinks in Finland through Sinebrychoff, a role it has held since 1999. That arrangement will end at the same time as the new Pepsi deal begins, as a single company does not produce both competing brands.
Coca-Cola has not yet announced a new production partner in Finland. The company declined to comment on future arrangements, though it confirmed that cooperation with Sinebrychoff will continue until the current contract expires, according to Ilta-Sanomat.
The transition reshapes a market dominated by two global brands. Pepsi Max has become one of the most popular sugar-free soft drinks in Finland, a position built during Hartwall’s partnership with PepsiCo.
The loss of the Pepsi contract marks a shift for Hartwall and its parent company Royal Unibrew. The PepsiCo business in Finland, Denmark and the Baltic region accounts for about 13 per cent of the group’s revenue, including cross-border trade, according to company data.
Järvinen said Hartwall will continue producing its own beverages and explore new partnerships. “After 2028, we will still offer cola drinks,” he said.
The company also plans to expand its portfolio of local brands, which form the majority of its production and sales.
HT
