date:Aug 06, 2018
hip, Heineken Chinas current operations will be combined with CR Beers operations, and Heineken will license the Heineken brand in China to CR Beer on a long-term basis. Together, Heineken, CRE and CR Beer are perfectly positioned to win in the rapidly-growing premium beer segment in China.
Strategic rationale
Chinas beer market, the worlds largest beer market by volume, is now the second largest premium beer market globally, and is forecast to be the biggest contributor to premium volume growt