China & Taiwan: Launch of Taiwanese beer in China postponed till May

Taiwan Beer will be sold in China from May, The Taipei Times cited media reports on February, 9.

The Taiwan Tobacco and Liquor Corp said China’s State Administration for Industry and Commerce had registered its Taiwan Beer trademark and announced it on its Web site.

“Taiwan Beer will be allowed to go on sale in China from May 6,” the report said.

Previously, the beer was expected to be launched in February.

Taiwan beer is expected to generate between NT$2.6 billion and NT$3 billion (US$77 million to US$88.9 million) in revenue in China this year, equivalent to a 1 percent share of China’s beer market, TTLC chairman Duan Wei said.

Initially, the company planned to target only Fujian and Guangdong provinces as the customers there have similar tastes to the Taiwanese, he said.

Taiwan Beer is likely to sell at 6 yuan (US$0.88) to 10 yuan a bottle, compared with 5 yuan to 6 yuan for Chinese brands, he said.

The company has sought to register the 63-year-old Taiwan Beer trademark in China since 1999, but the process had been stalled amid tensions.

11 February, 2009