At their door step
American brewing giant Anheuser-Busch and Carlsberg are not the only ones that are taking a great interest in the huge Chinese beer market. So are the Japanese brewers who entered China in the 1980s and 1990s when growth prospects in their domestic market were dwindling.
However, they suffered a fate similar to other foreign brewers. Faced with stiff competition from local brewers, they have had to fight hard for their niche. Some even produce low-price beers to keep their plants busy. But selling large volumes is not enough to secure profit-ability. That’s why they have
all come up with some sort of initiative this year, revolving around the launch of new products, which shall help boost sales. Last year it sold 23. Some 20 researchers will be employed locally.1 million hl..
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