In partnership with importer and distributor Dxcel, Kentucky Bourbon Barrel Ale will take to taps and shelves throughout Shanghai and Beijing. Earlier this year, the beer made its initial debut in the Chinese market in Qingdao.
Dr Pearse Lyons, president and founder of Alltech, said: “Once the official beer of the 2010 Alltech FEI World Equestrian Games and silver medal winner in the World Beer Cup, we now want to see Kentucky Ale expanding into the world’s largest beer market.”
Commenting on the partnership, Deane Lin, chairman and director of Dxcel, said: “Increases in product diversification and a greater demand for choice and taste have led to significant changes in the Chinese beer industry over the last few years. These shifts in consumer habits, partly due to a vast expatriate market preference for home comforts, are also a result of Chinese consumers’ thirst for new products and brands from the Western world. This is the perfect time for Kentucky Ale to make its debut in these two major Chinese markets.”
Kentucky Bourbon Barrel Ale is one of three brands of beer produced by Alltech’s Lexington brewing and distilling company, which began operations in 2000.
Source: Kentucky Ale
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