Drinks firm C&C Group has ramped up its presence in Asia Pacific by signing a new distribution agreement with Vandergeeten for the distribution of its Tennent’s portfolio in China.
As part of a three-year deal, Vandergeeten will launch Tennent’s 1885 Lager, Tennent’s Stout, Tennent’s Whisky Oak Aged Beer, Tennent’s Scotch Ale and Tennent’s Extra for on- and off-sales in China.
“This is a fantastic opportunity for C&C Group to work in partnership with a well established company in China with a very strong reputation in the drinks business," said Joris Brams, managing director of C&C Group’s International Division.
"The market for imported premium beers in China has enjoyed stellar growth over the last five years and this partnership with Vandergeeten will ensure that the Tennent’s brand portfolio is well positioned for long-term growth in China.”
Yu Xiaoning, chief executive of Vandergeeten, added: “Working with C&C is an exciting opportunity for us to even further diversify our wide range of premium European beers.
"We’re confident that in cooperation with C&C, we can develop Tennent’s into a popular and successful brand enjoyed by customers all throughout the country.”
Vandergeeten have been distributing premium food and beverage products from Belgium and Western Europe into China since 1994 and currently work across a world class portfolio of premium international drinks brands.
C&C Group recently reported a 3.1 per cent decline in full-year net revenue, although it has been buoyed by its perfermance in the Asia and Africa markets.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by John Golden. To subscribe to ESM: The European Supermarket Magazine, click here.
