For the next three years, Vandergeeten will have the right to distribute Tennent’s products, beginning with its 1885 Lager, Stout, Whisky Oak Aged Beer, Scotch Ale and Extra beers in bars and retailers across 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 the Irish beer and cider major’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.”
C&C manufacturers Bulmers and Magners ciders and distributes a number of beers in the British Isles, primarily for AB InBev.
With offices in four Chinese metros, as well as regional bases across the country, Vandergeeten has been active in distributing food and beverages from Belgium and Western Europe into China for two decades.
“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,” said Yu Xiaoning, Vandergeeten’s chief executive.