March 23, Chongqing?? At the China Food and Beverage Trading Exhibition Spring 2007 officially opened today, Scottish & Newcastle (hereinafter referred to as S&N), the world’s fifth largest brewer showcased various brands, including its leading brands like Newcastle Brown Ale, Beamish, Kronenbourg 1664 and Strongbow Cider. ?????
China Food and Beverage Trading Exhibition (CFBTE) is a large national commodities fair sponsored by China National Sugar & Alcohol Group Corp. The event is held twice in the spring and autumn of each year. With a history of 51 years, the event first took place in 1955 and the current exhibition is the 76th event.

The unique “Scottish-style’ booth design of S&N drew great attention from the audience as the tasting opportunities of the different S&N brands. John Hunt, managing director of S&N’s Asia Division attended the opening ceremony and said “as a world renowned brewer, S&N is delighted to participate in the exhibition and wish to take this opportunity to more directly introduce S&N to Chinese consumers”. Also, “S&N hopes to bring its finest flavor worldwide to more Chinese consumers in this huge beer market based on the foundation of good cooperation with Chongqing Breweries”.

Incorporated in 1749, Edinburgh-based Scottish & Newcastle is UK’s biggest brewer with businesses in more than fifty countries. As one of the largest ale producer in the world, S&N boasts numerous brands loved by global consumers and has annual sales volume of around 6 million tons. In the 1990s, attracted by the huge potential of the Chinese consumer market, S&N made its entry by cooperating with Chongqing Breweries.

In February 2004, S&N bought 5000 state-owned shares of Chongqing Brewery Co Ltd (CBC) for RMB525 million. The deal was completed in November 2004 with S&N becoming the second largest shareholder of CBC, holding 19.51% of the shares. After the 2006 share flotation reform, S&N maintains 17.5% of CBC’s shares.

It is also the first time for S&N to attend the largest domestic food and beverage trading exhibition in its own right since it entered the Chinese market. During the exhibition, S&N will also discuss with its Chinese peers in the areas of technical support and project cooperation. Through strengthening the communications with its peers and information sharing, S&N hopes to boost the healthy and continuous development of China’s beer industry.

During the event, Pegasus held all the proposals and handled the whole event from the very beginning. Our client speaks highly of our rigorous style and active attitude. It was the first time for S&N to attend the largest domestic food and beverage trading exhibition in its own right since it entered the Chinese market. We hope that S&N would spread its notability and establish a solid foundation for depth cooperation with Chinese brewery in the near future by this opportunity.