Asahi Brewery, Carlsberg Form Sales Alliance

Asahi Breweries Ltd. will use the marketing network of Danish brewery Carlsberg A/S to sell its beer in Hong Kong as the first step of an alliance that the two firms are considering broadening to include other markets, according to Nikkei. The move comes amid plans by another Japanese brewery, Suntory Holding Ltd., to collaborate with major foreign player PepsiCo Inc. to promote its sales in China. Carlsberg's Hong Kong subsidiary, which has strong ties with local Western restaurants, convenience stores and supermarkets, will begin selling Asahi's flagship Asahi Super Dry beer, the No1 selling brew in Japan later this month.