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30-10-2016

Huyghe Brewery announces an exclusive protocol of strategic partnership with Vandergeeten in China

Melle & Beijing | 31st October 2016: Yesterday in Beijing, Huyghe Breweries, one of Belgium's most established breweries, has signed an exclusive contract with Vandergeeten, further cementing their long standing relationship with the distributor. This affirmation of Belgian and Chinese cooperation took place at the Belgian embassy in Beijing, and was witnessed by His Excellency Charles Michel, the prime minister of Belgium, His Excellency Qu Xing, the ambassador of China in Belgium and His Excellency Michel Malherbe, the ambassador of Belgium in China.

With its latest strategic partnership, Huyghe Brewery continues to firmly establish its international presence in Asia-Pacific. Huyghe Brewery's exclusive partnership with Vandergeeten will include the distribution of its brands; Delirium, La Guillotine and Averbode in China.

After an eight-year presence in the Chinese market, Huyghe Brewery and Vandergeeten have agreed upon a long-term partnership. Vandergeeten will now hold the exclusive rights to distribute Huyghe Brewery' product portfolio in both the national on-premise and off-premise channels of China.

Huyghe Brewery has decided to proceed with this arrangement, in order to protect their brands' interests in the Chinese market. The contract is a renewable three-year exclusive distribution contract valued at 10 Million EUR. Moreover, with this exclusive distribution contract, both parties agree to invest jointly in the market to ensure that Huyghe Brewery' beers maintain a leading position amongst Belgian premium specialty beers in China.

Huyghe Brewery (Dutch: Brouwerij Huyghe) is a brewery founded in 1906 in Belgium by Leon Huyghe in the city of Melle in East Flanders. The site of the brewery has been in operation since 1654. Since the founding of Huyghe, however, the brewery has been modernized and expanded on several occasions. The brewery's most well-known beer is Delirium.

Vandergeeten has been importing and distributing premium food and beverages from Western Europe for more than 20 years. The company is committed to premium quality products and is one of the most active distributors of specialty beer and chocolates in China. With a complete range of services to facilitate and expedite success in the fast-paced and developing Chinese market, Vandergeeten strives to provide the greatest value to their business partners.

Alain De Laet, brewery owner, said: "This is a fantastic opportunity for us to work in partnership with a well established company in China with a very strong reputation in the drinks business. The market for imported premium beers in China has enjoyed stellar growth over the last 5 years and this partnership with Vandergeeten will ensure that our brands strengthen their position and continue to grow in China with a long term vision"

Antoine Bolly, Marketing Manager of Vandergeeten, said: "After so many years of good cooperation and hard work promoting Huyghe products in the Chinese market, we are looking forward to achieve even more for their brands in the coming years."

Yu Xiaoning, Chief Executive Officer of Vandergeeten, said: "Working with Huyghe brewery has always been an exciting opportunity for us. This strategic cooperation is a chance to confirm our position as the leading distributor of premium Belgian Specialty beer in China. We are confident that together with Huyghe, we can develop the Delirium brand as a key Belgian specialty beer in the Chinese market, and we can maintain and increase its position as a beer enjoyed by customers all throughout the country."

Overview
Huyghe Brewery announces an exclusive protocol of strategic partnership with Vandergeeten in China