This new appointment followed a multi-agency pitch in Feburary that involved Mindshare, Guangdong Advertising, and the incumbent OMD. Zhujiang Beer currently engaged with a local creative agency Ramsey & Associates.
Founded in 1985, Zhujiang Beer is a well-known beer manufacturers in South China and is also one of the Top-10 beer manufacturers in China.
MediaVest Guangzhou will be responsible for its portfolio of brands and products, including Zhujiang Draft Beer, Zhujiang Beer and Supra Beer.
Steven Chen, deputy marketing general manager of Zhujiang Beer, said: “We are very pleased to be working with the MediaVest team. The strategies that were presented and rapport between us will bode well for our future plans and campaigns that we will be collaborating on.”
As the market leader in South China, Zhujiang Beer is keen to grow its lead and market share against a more competitive landscape and competition from international beer brands. Ann Chan, General Manager of MediaVest Guangzhou pointed out that beer market in China is very regionalised.
Reported last May, Asia Pacific Breweries (APB) has started production at its new facility in China, as its targets the south China market.Costing US$61 million (RMB 400 million), the new brewery in Huangpu will produce one million hectolitres per year. This is APB’s third brewery in mainland China, after Shanghai and Hunan.
According to Reuter article on November 2011, Chinese brewers are making an aggressive push into premium beer, lured by high margins and huge growth potential.Analysts expect premium beer to account for a quarter of China's annual production in five to 10 years.
China's overall beer consumption, which hit 450 million hectoliters in 2010, and is expected to grow 5 percent per annum in the next few years.
