The owner of Scotland’s best-selling lager has unveiled its latest bid to grow overseas sales by announcing a tie-up aimed at the Chinese market.
Tennent’s parent C&C Group, which earlier this month struck a deal to brew and distribute the brand in India, has signed a three-year Chinese distribution partnership with exporter Vandergeeten.
Under the tie-up, Vandergeeten – which has been distributing food and drink from Belgium and western Europe for more than two decades – will initially launch Tennent’s 1885 Lager, Tennent’s Stout, Tennent’s Whisky Oak Aged Beer, Tennent’s Scotch Ale and Tennent’s Extra into China’s on- and off-trade channels.
Joris Brams, managing director of Dublin-based C&C’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.”
Vandergeeten chief executive Yu Xiaoning 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 co-operation with C&C, we can develop Tennent’s into a popular and successful brand enjoyed by customers all throughout the country.”