The Super Bock Group strengthened its focus on China by setting up a joint venture with its local importer. China remains Super Bock’s main overseas market that seeks to ensure the “ability to keep up with the major strategic decisions” of the brand’s presence in the country with this joint venture.
The Portuguese group owns 20% of Macao Beverages Society which owns 100% of Xiamen Bock Brand Operation.
The notoriety that Portuguese beer has gained in recent years has created additional difficulties but however the intention is to increasingly bet in this country.
The Super Bock Group’s bet on the vast Chinese market has already led to the launch of the ‘1927 Crystal Wheat Beer’ brand in China, a beer to be sold exclusively in the Chinese market.
The 1927 Crystal Wheat Beer is a beer variety created by Super Bock Group master brewer Miguel Cancela. According to the company, this “was inspired by his visits to China, the richness of local cuisine and the authenticity of the moments of interaction discovered there.”
“Of brilliant crystalline color, it stands out for its unique combination of wheat and barley malt to ensure the softness of the beer. The addition of a special hop (citra hops) gives it a surprising character through its fruity aroma”, says the company statement. The beer is served in a 208 ml bottle.