China's lucrative beer market has opened its doors to one of Australia's most popular beer brands. The company announced on Friday, May 5, that they will be selling their products in China soon, the Xinhua News Agency reported.
Melbourne-based Little Creatures Brewery will export its products to Asia as part of efforts to tap into China's beer market, according to the report.
In addition, the Australian company will open several bars in major Chinese cities, including Shanghai. It has already opened a bar in Hong Kong.
According to Matt Tapper, the company's marketing spokesman, Little Creatures sees the huge earning potential for the brand in China.
"We hope this deal . . . will accelerate Little Creatures growth to become one of the leading craft beer brands in China," Tapper was quoted as saying.
Little Creatures is managed by Lion, Australia's second biggest beer company, which is owned by Kirin Company based in Japan.
Lion products will be distributed in China by DXCEL, a Chinese company, the report said.
In 2015, research showed that more than 25 billion liters of beer were consumed in China every year, more than double the volume of beer consumed in the U.S.
Early this year, the Australian beer company launched a bar on Dagu Road in Shanghai, an initial step to penetrate the Chinese market. It also joined Austrade's inaugural craft beer road show in March.
At the Vintage Cellars Best of Awards in April, Little Creatures was recognized as the brewery of the year. The company's Dog Days Summer Ale was also awarded the best craft beer.
"It is a nice little pat on the back and recognition for our team and all the hard work they do day in and day out making the beers we love," Little Creatures brewer Russ Gosling said in April.
"When we found out we won, it was high fives all 'round and a well-earned pint at the end of the day," Gosling added.