Carlsberg UK has signed a deal with JD Wetherspoon that will see its beers replace Carling and Coors Light across the managed pub group's 730-strong estate.
Carlsberg is expected to retail at around £2.25 and Tuborg for around £2.30 following the deal, which arose after the managed pub group baulked at a proposed price rise for Coors products.
The new seven year agreement comes hot on the heels of Carlsberg extending its sponsorship deal with the Football Association and the England football team for a further four years.
Carlsberg's chief executive Isaac Sheps said the Wetherspoon deal was a "great business win" for the brewer. "It continues our commitment to the on-trade and growth strategy with new and existing customers," he added.
Wetherspoons' chief executive John Hutson said his company's pubs were "committed to offering our customers the best range of drinks and are pleased that they will now be able to enjoy Carlsberg in all of our pubs".
The Carlsberg and Tuborg brands were unveiled today at a launch to Wetherspoons' 1,300 staff at the O2 venue in Birmingham.