Budweiser APAC expands premium portfolio in China to meet rising market demand

CHINA – Budweiser APAC, the largest beer company in the Asia-Pacific by sales revenue, is broadening its presence in China by introducing premium and innovative products tailored to the country’s evolving market demands. 

According to Jan Craps, CEO and Co-chair of Budweiser APAC, this strategic move aligns with China’s expanding middle-income group and its rising expectations for high-quality offerings.  

“Fueled by the country’s economic growth, China’s middle-income group will continue to expand, driving continued premiumization in the beer market,” Craps said, highlighting the company’s focus on this lucrative segment. 

Among Budweiser’s latest offerings are Harbin IGD Zero Sugar, its first zero-sugar beer, and two non-alcoholic beers, Budweiser Zero and Corona Cero, catering to health-conscious consumers.  

This diversification reflects the broader market trend of premiumization and an increasing demand for diverse beverage options. 

For 17 years, Budweiser APAC has been at the forefront of promoting responsible consumption in China.  

Through its smart drinking campaign, initiated in collaboration with the China Alcoholic Drinks Association, the company has consistently introduced innovative concepts to encourage responsible alcohol consumption.  

Craps emphasized Budweiser’s commitment to shaping norms around responsible drinking, stating, “Through new themes and fresh ideas, we have leveraged our brands to engage consumers and make smart drinking more appealing.” 

Guo Xin, a marketing professor at Beijing Technology and Business University, noted that the beer industry is undergoing significant changes, driven by a growing consumer preference for personalized and diverse options.

She added that digital transformation is crucial for reshaping supply chains and meeting these demands. 

To support its digital initiatives, Budweiser China operates BEES, a digital sales platform active in over 300 cities.  

Currently, more than 70 percent of the company’s revenue in China is generated through digital channels, underscoring the importance of technology in its business model. 

Budweiser APAC recently celebrated its 40th anniversary in China, reinforcing its commitment to innovation and investment under the slogan “in China, for China.”  

The company is enhancing its supply chain networks and digital capabilities to remain competitive and lead the market. 

“Our approach is multifaceted. It adapts to our customers’ preferences, bridging the liquidity gap and enhancing our innovation framework. We’re not just keeping pace; we’re aiming to lead,” Craps concluded, reflecting the company’s vision for sustained growth in China’s beer market. 

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