According to data, China imported more Belgian beers than Japan, becoming since 2015 Asia’s largest consumer of Belgian beers.
Only in 2014, the export of Belgian beers to China was 162,751 hectoliters in 2014, an increase of 140 percent over the previous year (69,456 hectoliters) and 850 percent compared to 2008 (17,138 hectoliters). And in the last 5 years, the export of Belgian beers to China increased “rapidly”. Today China has already become the third most largest export market for Belgian beer.
For now, the most popular brands of Belgian beer in China are Stella Artois, Leffe, Hoegaarden, Duvel. In addition, two Chinese brands of beer, Harbin and Sedrin, have been fully redeemed by the Belgian beer group Anheuser-Busch InBev.
Unsplash. Anheuser-Busch InBev World’s largest brewer which commands the third-biggest share of China’s beer market.
According to Belgian firms, the Chinese beer market has still a “great” potential of growth. China has a large population and there is a tradition of beer drinking, in addition, PRC cross-border e-commerce is helping the penetration on Chinese market of foreign firms and brands.
With the rapid growth of a chinese middle class, we’re facing a change of consumer behavior. Today in China people could drink other foreign brands than national beer such as Tsingtao.
Those people would like to taste foreign beers, which are more expensive than Chinese beers. Thanks to cross-border e-commerce and economic program as Belt and Road Initiative, Chinese government and people are becoming more and more open towards foreign beers and the exchanges between China and Belgium are becoming more frequent, which will further promote the sales of Belgian beers in China.