SAB Miller launches beer in China

SAB Miller is to launch a trial of its Miller Genuine Draft brand in the Zhejjang region of China.

The trial will operate via China Resources Snow Breweries (CR Snow) – SAB Miller’s joint venture with China Resources Enterprise.

The company said that the introduction of Miller Genuine Draft into the Zhejiang market gives it “the opportunity to test the potential for its international brand”.

According to SAB, the joint venture has achieved “significant growth” for local brand Snow, which is both the largest beer brand in China and in the world by volume.

Miller Genuine Draft will initially be available in Hangzhou and Wenzhou following a launch event to be held in Hangzhou on January 16.

Ari Mervis, SABMiller’s managing director, Asia Pacific, said: “This is an exciting opportunity to introduce one of our international brands into the fast-growing premium segment in China in a way which takes advantage of CR Snow’s strong market position in the region.”