The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
.png)
.jpg)
International Beverage has announced the full ownership of Asiaeuro International Beverage (AIB) as it aims to boost growth in Asia.
Founded in 2018 as a joint venture between International Beverage and Asia Group Corporate, AIB seeks to strengthen the company’s market reach and drive commercial success in the Greater China region.
AIB comprises two entities:
Asiaeuro International Beverage (Guangdong), which an extensive operates sales, marketing and distribution network for spirits and wines across mainland China.
Asiaeuro International Beverage (Hong Kong), which manages multiple duty-free channels in the region, as well as domestic markets in Hong Kong and Macau.
According to International Beverage, gaining full ownership of AIB will play a key role in the business' global commercial strategy in Greater China, supporting the growth of its expanding portfolio of premium spirits. This includes Old Pulteney, Speyburn, Balblair, anCnoc and Prakaan single malt whiskies, Hankey Bannister blended whisky, Larsen Cognac, Cardrona spirits and liqueurs, Caorunn Gin and Phraya Rum.
AIB employs a combined team of 70 people across its two offices, who will now join International Beverage’s 700-strong workforce operating from nine global offices.
The strengthened team will focus on strategic market planning for each International Beverage brand, leveraging key partnerships and embracing digital transformation to stay ahead of industry and consumer trends. This latter includes the launch of AIB’s first e-commerce platform in China, reflecting the company’s commitment to delivering exceptional customer experiences across all its brands.
Veronica Amago, International Beverage's global sales director, said: ‘It is a challenging time for many consumers around the world, and this continues to have an impact on developments within the spirits industry".
"This context notwithstanding, International Beverage is well positioned to support our global customers and deliver accelerated growth for our extraordinary spirits portfolio. Our parent company, ThaiBev, is an established leader within the growing Asian spirits landscape, plus the acquisition of AIB builds on our strengths and demonstrates a commitment to success in Greater China. It gives us a more agile and dynamic business structure, furthered by the expansion of our international footprint with a larger, stronger sales and marketing team across global markets’.
Freddy Oh, general manager of AIB, added: "Becoming an integrated part of International Beverage strengthens our overall capability to compete in the premium spirits market in China. This new structure will help us better serve our customers and partners, drive innovation, and enhance our competitive reach through a stronger digital presence. We are excited about the opportunities 2025 and beyond will bring."
Later this year, International Beverage will follow its acquisition of AIB with a recruitment drive to fill nine new sales and marketing roles across the USA and Canada, Europe, the UK, Asia and Global Travel Retail markets.
Terms of transaction were not disclosed.