BrewDog, a multinational brewery and pub chain based in Scotland, is expanding into China following a joint venture with Budweiser China. The new Putian craft brewery in the Fujian province, operated by Budweiser China, will manufacture BrewDog’s Punk IPA, Hazy Jane, and Elvis Juice in uniquely designed aluminium cans.
The agreement is BrewDog's second joint venture in Asia after the company announced its cooperation with Asahi in Japan in September 2021. Since the announcement of the arrangement, sales in Japan have increased by double, according to BrewDog. Moreover, it has agreements with Molson Coors, Heineken, Estrella Galicia, Warsteiner, and Swinkels on a global scale.
"Going global as an independent business, in an industry dominated by giants, is incredibly tough yet we have managed to do this and retain our independence which is massively important to us," said BrewDog.
In addition, the Putain brewery, which began operations in July 2022, was planned and constructed per sustainability principles that complement BrewDog's corporate ethos. The company emphasises that local production will enable it to "significantly reduce" the CO2 output and logistics costs associated with importing beer from Europe. Locally produced beer is also fresh for customers, as is the case in the US, Germany, and Australia, it continues.
"One of our strategies which enables us to do just that is to work with larger beer companies as partners in key geographies. Not everyone will agree with our strategy here but it's helped us to become the world's leading independent beer brand - no mean feat for a business started in a derelict shed by 2 humans and a dog just 15 years ago,” added the company.
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