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China is now the world’s #1 beer market and that kind of valuable economic landscape can lead to unforeseen alliances like AB InBev distributing Guinness over there.
Diageo has signed an exclusive five-year deal with the global leader for the distribution of Guinness in mainland China, an alliance that they expect will boost sales 100% within one year.
So here’s the deal…
Last year the consumption of imported beer in China rose by 40% and yet that’s still only 3.6% of China’s huge beer market according to the Financial Times.
Diageo, the world’s largest producer of spirits and home to Guinness, reported that mainland china consumed 1 million liters of their flagship dry stout last year, a number they hope to build upon significantly.
AB InBev, on the other hand, has a massive distribution network, that under this new agreement Guinness will now utilize to tap into China’s growing demand for premium and craft beer.
According to China Daily the two companies “did not disclose the expected growth target for the five-year term.”
So AB InBev and Guinness, now partners in China….who knew?
