As German beer becomes more and more popular in China, Chinese companies look to buy or license German and especially Bavarian beer brands for export to China or license production within the country.
Nearly one year ago, in March 2019, Dashang Group the largest retailer in Northeast China, bought the more than 400-years old Schlossbrauerei Au-Hallertau through its German subsidiary FCAA Castle Brewery Company.
Only a few months later, 1308 Brewing Technology Co, signed an agreement with Princess Katalin von Wrede, managing director and co-owner of Fürst CarlSchlossbrauerei Ellingen (Prince Carl Royal Brewery Ellingen) for a license production of Fürst Carl (Prince Carl) beer in China.
The start of production in China was delayed because the Fürst Carl brand was challenged by Baron Philippe de Rothschild, a group of wineries around the world-famous Chateau de Mouton Rothschild in France that sells a wine with a similar name. Supposedly, this dispute has in the meantime been resolved and license production is now scheduled to start. The beer is being brewed at Liaoning Tianhu Brewery in a city not far from Shenyang in the North East of China.
According to the website of 1308 Brewing Technology, “the Royal Brewery Ellingen is located in North Bavaria, Germany and is one of the few Royal Breweries in Germany still owned by a Royal Family. The first time the Royal Brewery in the city of Ellingen in Bavaria was mentioned was in the year 1690. However it is expected that this brewery is much older.”
Today the direct descendent of the Bavarian field marshall (Carl Philipp Fuerst von Wrede), Carl Friedrich Fuerst von Wrede, Carl Christian Fuerst von Wrede and Katalin Fürstin von Wrede are leading the Royal Brewery in Ellingen in the 6th Generation. Because of their famous ancestor the beers of the brewery are named Fürst Carl. The brewery has a production of about 10,000 hl.
However, one of the most prestigious noble breweries in Germany is owned by Prince Luitpold of the House of Wittelsbach, who is the great-grandson of the last King of Bavaria, Ludwig III, and a descendant of the original signatories of the 1516 Bavarian Purity Law, and Ludwig I, whose wedding celebration marked the first Oktoberfest. The König Ludwig GmbH & Co. KG Schlossbrauerei Kaltenberg is a brewery in Fürstenfeldbruck Upper Bavaria, Germany and nearby Kaltenberg on the premises oft the Royal Castle. Their slogan, "Bier von königlicher Hoheit", or "Beer of royal highness", refers to the brewery's heritage which can be traced back through the Kingdom of Bavaria, long associated with beer and brewing.
König Ludwig International holds all of the registered trademarks for the royal brands of Kaltenberg, König Ludwig Dunkel and König Ludwig Weissbier which it commercialises by means of international licensing. The company thus assumes responsibility for global brand management with licenses in over a dozen countries including with APU in Mongolia, Arasan in Kazakhstan, Banjalučka Pivar in Bosnia and Herzegovina, Boljarka in Bulgaria, CMJ Breweries in India, Krinitsa in Belarus, Krönleins Bryggeri in Sweden, Marston’s in UK, Mykulyntsi in Ukraine, Noushab in Iran, Indah Abadi in Indonesia, TBT Urbräu in China, Biyat in Turkmenistan and Kaltenberg Adria in Croatia (inside.beer, 28.10.2017).
