BrewDog is entering into a joint venture with Budweiser China, which has leading positions in the premium and super-premium beer segments in China.
The agreement will take BrewDog’s biggest-selling brands such as Punk IPA, Hazy Jane, and Elvis Juice, across the country from next month.
It will focus on expanding the BrewDog brand across China and allows BrewDog to capitalise on rapid market growth in the country, which is now the world’s biggest producer and consumer of beer.
Additionally, an affiliate of Budweiser China and BrewDog has partnered to expand BrewDog in South Korea, with options to collaborate in other Asian markets at a later date.
The popularity of craft beer in China has surged over the past decade with production rising ten-fold to 6.5 million hectolitres by 2020.
Local production allows BrewDog to reduce significantly the CO2 output and logistics costs associated with importing beer from Europe. China currently accounts for less than 1% of BrewDog’s overall sales.
