Scottish Brewer BrewDog's Chinese expansion, its second largest international market, is in an attempt to cash in on the country's growing taste for premium beer. BrewDog has seen found quite a large market in China as exports to the country grew by 117% according to China Daily. China is already the world largest consumer and producer of beer, but much of the market is still dominated by mass-produced lager. BrewDog is not the only major craft brewery eyeing up the market, but based on its immense success in other markets it may be poised to claim a major place in China.
BrewDog's Chinese expansion will be the brewery's latest global expansion project, following its move to Ohio and the recent confirmation of an Australian location in the Murarrie area of Brisbane. BrewDog is looking to raise £10 million, with a stretch goal of £50 million, which will cover expansions in both China and Australia.
Chinese Beer Expansions
BrewDog's Chinese Expansion Aims to Bring Craft Beer to the Nation
Trend Themes
1. Craft Beer Boom - Expanding craft beer market in China presents an opportunity for breweries like BrewDog to tap into the growing consumer demand for premium beer.
2. International Brewery Expansion - BrewDog's global expansion strategy sets a trend for breweries to explore new markets beyond their home countries, taking advantage of the demand for craft beer.
3. Premiumization of Beer - The increasing preference for premium beer in China drives the trend of consumers seeking higher quality and more unique flavors, creating an opportunity for craft breweries to disrupt the mass-produced lager market.
Industry Implications
1. Craft Brewing - Craft breweries, like BrewDog, have the potential to seize the opportunity in the Chinese market by offering high-quality and unique beer products that cater to the evolving taste preferences of consumers.
2. Beverage Manufacturing - With the growing demand for premium beer in China, beverage manufacturing companies can explore new product lines and invest in craft breweries to meet consumer preferences and drive innovation in the industry.
3. International Trade - The expansion of BrewDog in China highlights the potential for international trade partnerships, collaborations, and market entry strategies in the craft beer industry for global players looking to establish a presence in the Chinese market.