E-Malt.com News article: USA: Anheuser-Busch brings Asian lager to USA

Beer Giant Anheuser Busch (A-B) has announced the availability of a new premium Asian lager throughout the US as it looks to capture increasing demand for exported beer in the country, Asia Pacific News reported January 30.

Harbin Lager, an award winning brand, brewed and packaged in China by A-B will be distributed by the company across the entire US in time for Chinese new year to meet demand for authentic foods and beverages in the country.

The move emphasises the increasing opportunities for Asian brewers looking to move into the US as the market for exported lagers and beer's in the country grows.

“Asian influence in the United States continues to grow and people of many different ethnicities are intrigued by Asian cuisine and culture,” said Thuy Vi Quach-Braig, alliance and import product manager, Anheuser-Busch.

With increasing demand amongst American consumers for non-domestic beers, A-B's interest in Chinese beer is significant. Along with the purchase of the Harbin brewery company in 2004, the company also own a 27 per cent stake in the brewer Tsingtao – the market leader in China.

A-B is not alone however in increasing its focus in the region, earlier this month rival SABMiller revealed it too was becoming increasingly reliant on markets in Asia.

Despite disappointing sales within its North American and South African markets, beer sales in China alone through its last quarter had seen growth of 30 per cent.

As a result, through its joint venture with local group China Resources Snow Breweries, SABMiller has purchased the entire shares in the Blue Sword group.

The Blue Sword group own 14 breweries in China's Sichuan province – a region relatively undeveloped by multinational brewers.

As well as Asian products, A B has been gradually increasing its share of the exported beer sector by striking a number of alliances with major international brewers and brands to tap into the growth throughout the US for beer demand.

This means that as well as distributing Harbin Lager in the country, the group also claim the rights to popular brands like Indian beer Tiger, and European names like Grolsch, as well as Stella Artois and Becks.



31 January, 2007