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Asahi To Begin Selling Two Former AB InBev Brands In China

November 23, 2017: 12:00 AM EST
Japanese brewer Asahi announced it will begin marketing in China next spring two premium European beer brands it acquired in its deal with Anheuser-Busch InBev. Czech beer Pilsner Urquell and Italy's Peroni will be distributed mostly in Shanghai and other mainland cities, with marketing focused on younger drinkers who frequent upscale supermarkets and restaurants. It is expected that the brands will be sold at higher prices than Asahi's Japanese top-seller Super Dry lager, which costs three times as much as local Chinese brands.
Daisuke Harashima, "Brewer Asahi Bringing Pilsner Urquell, Peroni to China", Nikkei Asian Review, November 23, 2017, © Nikkei Inc.
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