By James Wells
Lion will investigate opening a Little Creatures brewpub in Shanghai after confirming a distribution agreement in Mainland China.
The multi-year agreement with DXCEL International to distribute Little Creatures will commence next month and follows a successful pop-up bar on Dagu Road in Shanghai in January of this year with the full range of Little Creatures beers available, and having also participated in Austrade's inaugural craft beer road show in March.
As a result of the distribution agreement Lion has confirmed it will explore opportunities to open Little Creatures brepubs in Shanghai and other international cities following the decision to open a brewpub in the Hong Kong precinct of Kennedy Town later this year.
“We are really excited to partner with DXCEL over the coming years,” said the managing director of Lion’s Global Markets division, Matt Tapper.
“This deal marks a new chapter in the international growth story of one of Australia's iconic craft beer brands. Little Creatures is already available in Shanghai and we hope this deal with DXCEL will accelerate Little Creatures growth to become one of the leading craft beer brands in China.”
Tapper also highlighted additional benefits to come from the distribution partnership,
“Not only does it provide us with an expanded distribution network but it also provides extensive experience in our new market and a shared passion for informing more people about great craft beers.”
“With Lion, DXCEL has created a partnership that allows us to add another great brand in Little Creatures to our premium international beer portfolio,” said DXCEL International Group CEO, Malcolm Tan.
“Lion will be able to leverage our premium distribution network, as well as our sales and marketing capabilities to build the Little Creatures brand in China,” Tan said.