Carlsberg HK celebrates local heritage with Young Master partnership

Carlsberg Brewery Hong Kong has partnered with local craft brewery Young Master Brewery for exclusive distribution rights of Young Master's beer and ready-to-drink (RTD) range in Hong Kong and Macau, effective 1 September 2025.

Founded in Hong Kong and now enjoyed internationally, Young Master has earned widespread acclaim for its bold flavours, sustainable practices, and dedicated following.

From timeless classics to inventive seasonal releases, the brand’s offerings reflect a commitment to quality and creativity that resonates with discerning consumers. Young Master takes pride in its locally brewed beers and celebration of regional cocktail flavours from Salted Lime to Yuzu Gins and Mala Mules.

Given Asia continues to be a cornerstone of growth for the Carlsberg Group, this strategic alliance will expand Carlsberg’s premium portfolio in line with its Accelerate SAIL strategy while fostering meaningful community engagement. It also unlocks new opportunities for Young Master to scale and deepen its presence in its home-market of Hong Kong and Macau, bringing its products to a broader audience.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Carlsberg said the partnership unites two brands that share a deep-rooted commitment to quality, innovation and craftsmanship. "Young Master's bold flavours, sustainable brewing practices, and strong local following make it a standout in Hong Kong's premium beer scene and a natural fit for Carlsberg's premium ambitions."

Marketing efforts will focus on high-impact on-trade venues such as hotels, clubs, restaurants, and bars, alongside placements in upscale supermarkets and specialty stores, added the spokesperson. "Additional visibility will be driven through digital channels, including Carlsberg's website and Young Master's social media platforms."

Both Carlsberg and Young Master Brewery are poised to serve consumers at on-trade venues, including renowned hotels, exclusive members clubs, and trendy restaurants and bars in Hong Kong.

Additionally, Young Master beers and ready-to-drink products will be available at specialty stores and upscale super-markets. More information about Young Master Beer products and promotions will be available on Carlsberg’s official website and Young Master’s social media channels starting September 2025.

“We are thrilled to collaborate with Young Master, a true champion of local craftmanship, to expand our product offerings in Hong Kong and Macau. This partnership not only complements our company's premium portfolio but also deepens our connection with the vibrant local community,” said Nathaniel Moxom, managing director of Carlsberg Hong Kong and Taiwan. “By utilising our extensive distribution network, we are bringing more choices to consumers and elevating the premium beer scene across the region.”

“Young Master takes great pride in our deep-rooted local heritage, and this partnership aligns perfectly with our vision and commitment to delivering premium, locally brewed drinks to the consumers of Hong Kong and Macau. It’s a win for consumers who value quality, convenience, and authenticity.” said Angad Banga, non-executive director of Young Master Brewery and chief operating officer of The Caravel Group.

Don't miss: Carlsberg pays tribute to Liverpool FC The Reds with branded sailboat

Back in July, Carlsberg, Liverpool FC’s long-term official partner, unveiled a branded sailboat as part of the fan-forward activations in Hong Kong, transforming iconic locations into rallying grounds for The Reds.  

The sailboat cruised through Victoria Harbour from 22 July to 26 July. Dressed in Carlsberg’s hop leaf and Liverpool FC’s Liver Bird, the sailboat offered fans a unique chance to capture the perfect summer football moment.

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