Denmark: Royal Unibrew acquires Danish beer brand Too Old To Die Young

Royal Unibrew has strengthened its domestic beer presence with the acquisition of Danish beer brand Too Old To Die Young, local media reported on December 21.

The Nordic beverage group has been distributing Too Old To Die Young’s beer portfolio, available in the on-premise in Denmark, since April 2022.

The deal, for an undisclosed sum, will see Royal Unibrew take over production, sales and marketing of the brand from its founders as well as rights to the brand from nightlife conglomerate Rekom Group.

Too Old To Die Young’s founders will join Royal Unibrew and “continue to contribute their expertise”, the company said in a statement.

Faxe, Denmark-headquartered Royal Unibrew said Too Old To Die Young was “a strong and exciting brand with significant potential”.

A spokesperson said: “We see strength in expanding our craft beer portfolio and allowing each of our brands to play its role for the benefit of our customers and consumers, providing them with more choices… With Too Old To Die Young, we are now even stronger in the premium craft segment.”

21 December, 2023