Tennent's lager heads to China

Tennent's lager heads to China

C&C Group has signed a new 3 year distribution agreement with Vandergeeten, which is the company’s fourth strategic partnership in recent months.

The partnership will see the distribution of the Scottish-brewed Tennent’s brand 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 Premise and Off Premise channels Nationally in China.

Vandergeeten has been distributing premium food and beverage products from Belgium and Western Europe into China for over 20 years and currently work across a world class portfolio of premium international drinks brands.

Joris Brams, managing director 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 5 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 officer of Vandergeeten, said: “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.”