China: BrewDog partners with Budweiser

BrewDog announced today a joint venture with Budweiser Brewing Company APAC Limited,  the Asia-Pacific division of AB InBev for the sales and production of BrewDog beer brands including Punk IPA, Hazy Jane, and Elvis Juice at AB InBev’s newly-opened craft brewery in . The company also plans to open up to ten BrewDog bars in China over the next five yearsPutian

BrewDog has been operating in the Chinese market since 2015 and opened a bar in Shanghai in 2020. “But to say we’ve barely scratched the surface of this dynamic and fast-growing market would be a massive understatement,” BrewDog says in its statement.

“China is one of those markets where you really need to work with an established partner who has a sales and distribution infrastructure in place and local market knowledge,” the statement goes on. “That’s why we’re really pleased to have signed a partnership agreement with Bud China to enable us to fast track our Chinese business.

The Scottish brewer has similar longstanding partnerships in place with Molson Coors, Asahi, Heineken, Estrella Galicia, Warsteiner and Swinkels in other geographical markets. It is the company’s second tie-up in Asia following a deal with Asahi in Japan in 2021.

According to BrewDog “these partnerships enable us to get our beer into more people’s hands, and in some cases brew our beer far closer to the end consumer which is great for beer quality and importantly lower impact for our planet. […]

We’ve always wanted to go for growth in China - now we can do it from a position of strength, while remaining fiercely independent,” the statement ends.

In July 2022, Budweiser APAC opened a new brewery in Putian, China specializing in high-quality craft beers to accelerate economic growth and better meet consumer needs in the region. The 7,400 sq/m (79,652 sq/f) site houses a product innovation lab and brewing operations for AB InBev’s craft favorites such as Goose Island, Boxing Cat and a new, locally inspired brand called 059 Coastline Craft. With the new brand and brewery, Budweiser APAC said it aims to meet the growing demand for premium beer in China.

Nicolas Morelli, Vice President Craft and Specialty Beer Budweiser China, said: “We are excited to add BrewDog to our craft beer portfolio to enrich Chinese beer lovers’ experience with more craft beer choices. […] Bud China is leading in craft beer across China and we continue to focus on premium and super premium beer offerings in the country.”

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