China is the world’s #1 beer market and Scotland’s BrewDog has partnered with Budweiser to ensure that its beers are widely available there.
Here’s the deal…
In FebruaryEllon, Scotland-headquartered BrewDog dropped a bombshell, announcing that it had joined forces with Budweiser China (an arm of AB InBev, the world’s largest brewer) and would “start brewing BrewDog’s Punk IPA, Hazy Jane and Elvis Juice beers by the end of March at its Putian craft brewery near the south-east coast.”
In addition to Scotland, BrewDog currently brews its beers in the US, Germany and Australia, allowing the now global company to get fresher beer to customers more quickly and reducing the costs and carbon emissions associated with shipping around the world.
The China alliance will let BrewDog use “Budweiser China’s extensive sales and distribution network” to tap into the country’s fast-growing craft beer market.
And as BrewDog CEO James Watt explained to the Financial Times it comes at a time when craft beer growth in the UK has become increasingly “challenging.”
Now with the help of Budweiser, BrewDog, which currently runs a branded bar in Shanghai, announced plans to open a bar in Hong Kong’s Lan Kwai Fong district later this year.
The Hong Kong-based bar due to open this fall in a part of town known for its busy nightlife. The bar will feature a range of classic BrewDog beers on tap and its signature food menu.
“We’re hugely excited to bring BrewDog Hong Kong and be part of the iconic Lan Kwai Fong district,” said James Watt, co-Founder and CEO of BrewDog. This is first of many bold plans with our joint-venture partner Budweiser China, which will see us bring BrewDog to every corner of the world’s biggest beer market.”
“Over the coming years we will be opening more venues and locations across China and throughout Asia, which will be genuinely transformational for us as we grow globally and continue to spread our passion for quality beer.”
“We’ve always wanted to go for growth in China, Watt added, now we can do it from a position of strength, while remaining fiercely independent.”
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