Lion has announced a multi-year distribution agreement with DXCEL International to distribute the Australian Little Creatures craft brew brand in China.
The deal, which starts next month, will lead the way for Australian beers in China, according to Lion, which launched a successful pop-up bar on Dagu Road in Shanghai in January and participated in Austrade's inaugural craft beer road show in March.
“This deal marks a new chapter in the international growth story of one of Australia's iconic craft beer brands,” Lion’s Global Markets division managing director Matt Tapper said.
“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 said there would be other benefits to come from the distribution partnership.
“With our DXCEL International 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.”
Malcolm Tan, DXCEL International Group CEO, said, “With Lion, DXCEL has created a partnership that allows us to add another great brand in Little Creatures to our premium international beer portfolio. 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.”
To support the expansion and this new agreement, Lion says it is exploring Little Creatures brewpubs in Shanghai and other key international cities, over the coming months with the aim to replicate the success of the current Little Creatures venues in Hong Kong, Geelong and Fremantle.
