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Japan's top beer maker Asahi Breweries will tie up with Danish brewery Carlsberg this month to market its best-selling product Asahi Super Dry in Hong Kong, a press report said Sunday.
The move is the first step of an alliance that the two firms are considering broadening to include other markets, the business daily Nikkei said.
Asahi will use the marketing network of Carlsberg's Hong Kong unit, which has strong ties with local Western restaurants, convenience stores and supermarkets, the report said.
The company sold 180,000 cases of beer in Hong Kong in 2008. One case contains 20 633-millilitre bottles.
Asahi aims to double that figure by 2014 through the tie-up, the report said.
Asahi's domestic rival Suntory Holdings is also tying up with US beverage giant PepsiCo Inc. to promote its sales in China, Nikkei said.
