China: C&C Group partners with Vandergeeten to launch Tennent’s beer

C&C Group, the producer of Magners cider, has signed an agreement with Dutch beer importer Vandergeeten for the distribution of its Tennent’s portfolio in China.

Vandergeeten will initially launch Tennent’s 1885 Lager, Tennent’s Stout, Tennent’s Whisky Oak Aged Beer, Tennent’s Scotch Ale, and Tennent’s Extra.

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

Commenting on the agreement, C&C Group international division managing director Joris Brams 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”.

Vandergeeten CEO 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 cooperation with C&C, we can develop Tennent’s into a popular and successful brand enjoyed by customers all throughout the country”.

Source: C&C Group (via BusinessWire)