BrewDog partners with Budweiser in Hong Kong
Beer company BrewDog has revealed plans to open a bar in Hong Kong’s Lan Kwai Fong district later this year; a joint venture with Budweiser China.
BrewDog has made no secret of its aim to expand globally, announcing plans to treble its bar footprint over the next seven years, opening another 200 venues in key locations, a move it hopes will bring its total revenue to more than £1 billion.
Now it is using a link-up with Budweiser China to open doors into the Asia Pacific market.
The first joint project between the two beer giants is a Hong Kong-based bar due to open this autumn in a part of town known foe its busy nightlife. The bar will feature a range of classic BrewDog beers on tap and its signature food menu.
The long-term agreement with Budweiser China is designed to expand the BrewDog brand across Greater China and allow BrewDog to capitalise on rapid market growth in the country, which is now the world’s biggest producer and consumer of beer.
“We’re hugely excited to bring BrewDog Hong Kong and be part of the iconic Lan Kwai Fong district. This is first of many bold plans with our joint-venture partner Budweiser China, which will see us bring BrewDog to every corner of the world’s biggest beer market,” said James Watt, CEO of BrewDog.
“Over the coming years we will be opening more venues and locations across China and throughout Asia, which will be genuinely transformational for us as we grow globally and continue to spread our passion for quality beer.”
Tried and tested strategy
Teaming up with another beer brand that is already well established in Asia is a tried and tested strategy for BrewDog, which saw its sales in Japan double after orchestrating a similar deal with Asahi Japan in September 2021.
Known as BrewDog Japan, it operated as a standalone entity with its own sales, marketing and back-office teams and used Asahi’s distribution capability to push up supermarket sales. At the time Watt said he was also considering opening up a brewery in Japan.
The BrewDog Japan partnership was headed up by chief operating officer, Daisaku Okuda of Asahi Japan, who was based in Tokyo, and liaised closely with BrewDog’s HQ in Ellon, Scotland.