Scottish brewer Innis & Gunn has signed a deal to distribute its beer to the on and off-trade in mainland China, Hong Kong, Macau and Taiwan.
The distribution deal with Dxcel International will focus on Innis & Gunn’s flagship ale Original and Ossian, a Golden ale by Inveralmond Brewery, which was bought by Innis & Gunn in April last year.
The China distribution deal will see Dxcel International utilise its network of bars and restaurants and premium off-trade including hotel chains and supermarket groups.
Dxcel International also operates an estate of Tap House pubs and Dean’s Bottle Shops in major Chinese cities such as Shanghai and Shenzhen.
Innis & Gunn will be enlisting the services of Shanghai-based Scotsman Alan Hepburn to work alongside Dxcel International in supporting their sales and marketing plans.
Hepburn brings with him many years’ of experience at local and board level with international hotel groups and acts as a consultant in many fields of the hospitality trade.
Since its foundation in 2003, Innis & Gunn has become one of the UK’s most successful international craft beer businesses, reporting continued year-on-year volume and sales growth, with an annual group turnover of £12.5 million in 2015 – a 36% increase since 2012.
Dougal Gunn Sharp, founder and master brewer at Innis & Gunn commented on the deal:
“Exports have always been very important to us since we started 13 years ago. We’ve seen our products do exceedingly well in Canada the US and Sweden and we thought it was about time we head into the largest beer market in the world.
China excites us not only because of its size, but also its growing passion and thirst for great craft beer. In Dxcel International, we have found partners with not only the network to distribute beer, but tremendous insight on consumer tastes and a joint passion on educating and informing consumers about the breadth of what great beer is and can be.”
Kevin Cowman, Commercial Director at Dxcel International added:
“As the largest importer and distributor of craft beer in China, we are pioneering the growth of craft beer in this market and we are excited to be working with Innis & Gunn, a truly great Scottish brewer renowned internationally for quality and innovation. We are thrilled to have their distinctive and sought-after beers in our portfolio. We have now laid the foundation of a strong alignment, a long term partnership and a collaborative approach as a platform for growth in the Greater China market.”