date:Aug 06, 2018
h in the next five years, driven by its rapidly-growing middle class.
The profitability of the Chinese beer market is expected to improve significantly, driven by premiumisation, the demand for international beer brands and cost optimisation.
The combination of Heineken and CR Beer in China is highly complementary. CR Beer has a best-in-class route-to-market (RTM) network, a wide brewery footprint and a deep understanding of the Chinese market.
Heineken has proven premium brand-building capab