Beer and cider producer C&C Group (CCR) continues to ramp up its growth in Asia with the announcement of its fourth distribution partnership in the area.
C&C Group said it has signed a new three year distribution agreement with Vandergeeten for the distribution of its Tennent’s portfolio in China.
Initially Vandergeeten will launch Tennent’s 1885 Lager, Tennent’s Stout, Tennent’s Whisky Oak Aged Beer, Tennent’s Scotch Ale and Tennent’s Extra into both the on and off-trade nationally in China.
Joris Brams, MD of C&C Group’s international division, said: “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.
“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, CEO 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.”
The deal follows similar agreements to distribute the Magners brand in Thailand with San Miguel Marketing Thailand and the distribution of the Tennent’s portfolio in India via Mahou San Miguel.
Vandergeeten have been distributing premium food and beverage products from Belgium and Western Europe into China for over 20 years.