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Guangdong-based brands take to global stage under Belt and Road initiative

2017-November-22       Source: Newsgd.com

In recent years, many time-honored Guangdong-based companies have taken action to refresh their brand image and step onto the world stage.

Zhujiang Brewery: different beers for different consumers

It is said that people can purchase Zhujiang beer all over the world. Pineapple beer sells well across many parts of Canada, you can even find Zhujiang draft beer at supermarkets in Singapore.

Zhujiang Beer - Zhujiang Brewery's main product.

The producer, Zhujiang Brewery (Guangzhou Zhujiang Brewery Group Co., Ltd) was established in 1985 and is one of 4 Chinese national beer brands. Also, The brewery is one of the largest single site production facilities in the world.

This Guangzhou-based company, whose business mainly focuses on China, now is striving to develop its brand into a global one.

Actually, since 1986 Zhujiang beer has been exported to over 40 countries and regions across the globe, including Canada, Australia, Sweden, the UK and many more along the Belt and Road.

Beer is one of the world’s most popular beverages, but the global beer market share is mainly controlled by European companies like Denmark’s Carlsberg and Heineken from the Netherlands. So, how then is Zhujiang beer able to penetrate these markets?

Most importantly, Zhujiang beer uses a differentiated marketing strategy to sell its products. For instance, the company sells draft beer in central and eastern Europe, North America and Australia where consumers demand beer with a more intense flavor; while beer with more alcohol by volume is exported to market in Africa and South Pacific countries, said Yu Hong, the Manager of Overseas Sales Department of Zhujiang Brewery.

Hence, the broad tastes of a varied consumer base are satisfied by using such a strategy.

Furthermore, the company keeps improving their products in line with international standards to ensure high quality output. It has established the Zhujinag Brewery International Research Center with the Technical University of Munich (TUM), aiming to develop advanced research programs and train more professionals in the field.

Zhujiang Brewery's next goal is to become a leading enterprise in the middle-and-high-end beer markets worldwide.


Author: Will Wei

Editor: Simon Haywood; Olivia Ouyang

Editor: Jasmine

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