Asgard Alcobev partners with Mohan Meakins to brew and distribute Golden Eagle Beer in Northeast India and Bhutan
Asgard Alcobev has entered into a strategic partnership with Mohan Meakins to brew and distribute Golden Eagle Beer across the Northeast and Bhutan, marking a revival push for the legacy brand in the region.
The agreement will be implemented through Asgard’s subsidiary, CMJ Breweries, which has signed a deal with Brews & Bliss LLP, the exclusive license holder for manufacturing, marketing and selling Golden Eagle beer.
“Being an exclusive contract to manufacture and distribute the Golden Eagle portfolio for the entire NE zone or Bhutan will bring large economic benefits not only for both the partners but the consumer and shareholders alike,” the company said.
Under the arrangement, production will take place at CMJ’s brewery in Byrnihat, Meghalaya. The contract will be valid from 1 April 2026 to 31 March 2029. “The agreement will take effect from 1 April 2026, and will remain in force until 31 March 2029.
“It also includes a 12-month lock-in period linked to the minimum guaranteed quantity commitment to CMJ, providing a stable foundation for production planning and market execution during the initial phase,” it said.
As part of the operational structure, Brews & Bliss will manage working capital requirements, excise-related registrations and labelling, along with overseeing market coordination across the covered territories.
Mohan Meakins, one of India’s oldest alcohol companies with origins dating back to 1855 at its Solan brewery, is known for brands such as Golden Eagle and Old Monk Rum.
The development follows Asgard Alcobev’s acquisition of CMJ Breweries in February this year, giving it a stronger foothold in Northeast India’s contract brewing ecosystem. CMJ currently produces for leading beer brands including Kingfisher Beer by United Breweries, as well as products from Carlsberg India such as Carlsberg and Tuborg, among others.
