Beer Sales Set To Boom In China As World Cup Approaches

Market observers said that "the second and third quarters of this year will see strong beer sales in China and that sales performance is expected to be boosted further with the start of the 2014 FIFA World Cup," according to the WANT CHINA TIMES. Products related to the World Cup "will see buoyant sales including beer." In the alcohol and beverage wholesale market, three Danish and German beers "have launched exclusive designs for the World Cup, which are already on shelves." A sales agent said that "many retailers had stocked up on the three beers and she expected sales to grow further when the month-long global championship kicks off." Market analysts also indicated that "leading listed breweries, such as the Tsingtao Brewery and the Beijing Yanjing Brewery would benefit from the quadrennial event" (WANT CHINA TIMES, 5/23).