Asgard Alcobev Limited announces strategic manufacturing alliance through subsidiary CMJ Breweries with Brews & Bliss LLP under Regulation 30
Asgard Alcobev Limited announced a strategic manufacturing partnership through subsidiary CMJ Breweries Private Limited with Brews & Bliss LLP to produce Golden Eagle beer brands for North-East India. The three-year agreement covers manufacturing of four Golden Eagle variants across eight states and Bhutan, with CMJ providing end-to-end manufacturing services at its Byrnihat facility while Brews & Bliss handles commercial operations and working capital funding.

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Asgard Alcobev Limited has announced a strategic manufacturing partnership through its subsidiary CMJ Breweries Private Limited, which has entered into an agreement with Brews & Bliss LLP to manufacture Golden Eagle beer brands for the North-East Region of India. The company disclosed this development under Regulation 30 of SEBI listing requirements on March 17, 2026.
Manufacturing Agreement Details
The manufacturing agreement encompasses the production of four distinct Golden Eagle beer variants for Mohan Meakin Limited (Solan). CMJ Breweries will leverage its state-of-the-art facility located in Byrnihat, Meghalaya, to produce these iconic beer brands across the entire North-Eastern territory.
| Product Details: | Specifications |
|---|---|
| Brand Owner: | Mohan Meakin Limited (Solan) |
| Manufacturing Partner: | Brews & Bliss LLP |
| Product Variants: | Golden Eagle Strong, Golden Eagle Mild, Golden Eagle Premium Strong, Golden Eagle Premium Mild |
| Agreement Duration: | April 1, 2026 to March 31, 2029 |
| Manufacturing Location: | Byrnihat, Meghalaya |
Territorial Coverage and Market Reach
The agreement provides CMJ Breweries with exclusive manufacturing rights across a comprehensive geographical area in the North-Eastern region. The territorial coverage includes eight states and one neighboring country, positioning the company strategically in this growing market.
| Territory Coverage: | Details |
|---|---|
| Indian States: | Meghalaya, Tripura, Assam, Arunachal Pradesh, Sikkim, Manipur, Mizoram, Nagaland |
| International: | Bhutan |
| Expansion Scope: | Additional markets by mutual consent |
Operational Framework and Responsibilities
The partnership establishes a comprehensive operational framework with clearly defined responsibilities for both parties. CMJ Breweries will provide end-to-end manufacturing support including brewing, bottling, storage, loading and quality assurance services at its manufacturing facility.
Brews & Bliss LLP will oversee key commercial and operational responsibilities, including funding of working capital through a dedicated collection account for procurement of materials, brand and excise-related label registration costs, and market coordination across the covered territories.
| Agreement Parameters: | Details |
|---|---|
| Effective Date: | April 1, 2026 |
| Expiry Date: | March 31, 2029 |
| Lock-in Period: | 12 months |
| Quantity Commitment: | Minimum guaranteed volumes |
| Working Capital: | Funded by BBL through dedicated collection account |
Strategic Partnership Benefits
This grand alliance between the two renowned groups reinforces the strength of each partner to provide customers excellent beers while bringing large economic benefits for both partners, consumers and shareholders alike. The partnership combines Brews & Bliss LLP's commercial rights and market coordination capabilities with CMJ's established manufacturing expertise.
The agreement is expected to strengthen the presence and availability of Golden Eagle Beers across the North East and select neighboring markets, supporting the brand's growth ambitions in the region through manufacturing strength, operational alignment and market reach.
Source: Company/INE767M01029/d147aaf3-71ca-4968-9476-60f43780592d.pdf
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