China deal tops up Aust brewer Broo
Jinxing Beer Group has added Broo’s premium lager to its portfolio, giving the Australian brewer exposure to the five billion cases-per-year Chinese beer market.
Kent Grogan, Founder and CEO of Broo, confirmed the major agreement was reached during his recent visit to the Jinxing’s head office in Zhengzhou.
“I am thrilled and humbled by this new development; it is literally a game changer and will dwarf our original sales expectations,” he said. “It provides Broo with enormous reach and platform to compete with the largest International brands currently available in China.
“Our relationship with the Jinxing Beer Group goes from strength to strength and we see this partnership continuing well into the future.”
Broo is Jinxing’s only international label on offer to their entire nationwide Chinese distribution network.