The move, confirmed this week, brings an end to C&C Group’s handling of the beer in the market. London-based LEC has subsequently drawn up an arrangement with Fourpure and Magic Rock craft beer brand owner In Good Company to jointly manage the UK licensing, sales and distribution of Tsingtao.
According to the two new partners, Tsingtao is the biggest-selling imported Chinese beer in the UK. Production will remain in Tsingtao’s home market going forward.
“While our heritage and DNA has been and will always be in craft beer … we have capabilities well beyond this and are keen to capitalise on this as the business evolves,” said In Good Company CEO Steve Cox.
LEC sits alongside London Export Company under LEC Global Capital’s umbrella. Its sibling was founded just over 50 years ago to focus on facilitating international trade for Chinese businesses.
Almost exactly a year ago, UK-based BrewDog announced a tie-up with Anheuser-Busch InBev’s Chinese division for production and distribution in the country.
