Retailing, Franchising, and Consumerism Business Intelligence in China

Microbrews Attempt China Entry

American craft beers from Brooklyn Brewery, North Coast Brewing Company, and Rogue Ales are now available in eight on-premise establishments in Shanghai.

Bob Pease, Brewers Association vice president in the United States, says, "This first container sale marked the success of the Brewers Association mixed container export concept and it marked the opening of a vast new market for U.S. craft beers. The immediate reaction in-country surpassed expectations."

Due to the success of this first shipment, in May 2007 additional shipments were ordered including beers from two additional companies: Kona Brewing Company and Gordon Biersch Brewing Company.

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