One fateful day in ancient Egypt (or perhaps China), a grain storage pit accidentally filled with warm water and fermentation occurred. A brave soul tasted this nasty concoction, felt the world's first beer buzz, and the rest is history. While the Chinese were some of the world's first distillers, they chose to take the path of rice wines and other alcoholic beverages; therefore, the magic of Beer in China is only a recent phenomenon. The first generation of breweries arrived as the Western Powers were laying claim to sections of China under various treaty arrangements. The city of Harbin, under Russian influence, opened China's first brewery in 1900. China's current largest exporter and most famous brand of beer, Qingdao, was founded in the German treaty port of Qingdao in 1903. The Budweiser's manufacturer: Annheuser-Busch won in June the battle against his rival, SABMiller, making the first big repurchase operation in China. Annheuser-Busch took control of Harbin Brewery (the oldest brewering group in China), with the first takeover bid leaded by a foreign group in PRC. The operation cost for Annheuser-Busch is about 635 million Euros.
[...] Market size China produces more than 24 million tonnes of beer a year, and has now surpassed the US as the world's largest and fastest growing beer market. The size of the market is estimated to be around 241,447 hectolitres, just before the American market, which is of 239,673 hectolitres. The average Chinese drinks just 19 litters a year, compared with 83 litres for Americans, according to industry estimates. The consumption per capita is not really important, but on a national scale, China is a market to penetrate and conquer for the beer industrialist. [...]
[...] 1995: China overtook Germany as the second largest beer market in the world in volume terms, yet continues to grow at a much more rapid rate that the developed markets of the West. 2003: China became the first market of the world (in consumption terms) before the USA. Today: The Budweiser's manufacturer: Annheuser-Busch won in June the battle against his rival, SABMiller, making the first big repurchase operation in China. Annheuser-Busch took control of Harbin Brewery (the oldest brewering group in China); with the first takeover bid leaded by a foreign group in PRC. [...]
[...] Nevertheless of the products are sold in the Mainland Yanjing beer Beijing Yanjing Beer Group Corporation, with its quality beer and first class beverage products has developed itself from the former Yanjing Brewery to the present day group of companies categorized by the state. The corporation was started in 1980. In 1997, it completed the shareholding system restructuring and pooled fund to establish Beijing Yanjing Beer Co., Ltd, pumping vitality into the enterprise. Beijing Yanjing Beer Group also achieved a nationwide presence by acquiring a host of smaller regional breweries. [...]
[...] Local Beers are in Red, Other Domestics in Black and International brands in Blue: City Leading Beer Second Place Third Place Beijing Yanjing Five Star Qingdao Shanghai Libo Suntory Budweiser Guangzhou Zhujiang San Miguel Qingdao Chongqing Sancheng Chongqing Lanjian Qingdao Qingdao Laoshan Budweiser As in many other sectors, the beer market in China continues to grow as consumer spending power increases Company strategies and market trends Product differentiation Beer prices lower than that of mineral water make any attempt to enter the dragon a delicate high-wire act between amassing sunk costs and selling a lot to the masses to earn a profit. [...]
[...] To do this, it must increase exports, and it has seen a potential in the beer market to help in achieving this. Such leading companies within the industries that can help to alleviate the trade deficit will continue to receive more favourable trading benefits from the government. The Chinese government has also been strongly involved in the promotion of Chinese beer brands overseas, the Chinese embassy in London, for example, having helped in the launch of the 5 Star beer brands in the UK in 1993. [...]
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