Huyghe Brewery announces an exclusive protocol of strategic
partnership with Vandergeeten in China
Partnership with Vandergeeten Trade and Commerce Co LTD strengthens Huyghe Brewery brand
footprint 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.”
-ENDFor further information, please contact:
Huyghe Brewery
Stefaan Nayaert
Export Manager
[email protected]
Vandergeeten
Antoine Bolly
Marketing Manager
[email protected]
About Huyghe Brewery
Huyghe Brewery (Dutch: Brouwerij Huyghe) is a brewery founded in 1906 in Belgium by Leon Huyghe in city of Melle
in East Flanders. The site of the brewery has been in operation since 1654. However, the brewery has been modernized
and expanded on several occasions since the founding of Huyghe. The brewery's most well-known beer is Delirium
Tremens, a blonde, Belgian-style tripple.
On December 26th 1988, the famous "Delirium Tremens" was born. The particular character and the unique taste of
"Delirium Tremens" result from the use of three different kinds of yeast. Its very original packing, which resembles cologne
ceramics, and the colourful label contribute to its success. The label depicts the different phases of the production of
"Delirium Tremens" the "Pink Elephant" was up and ready to conquer the world. To celebrate the bicentennial of the
French Revolution in 1989, the topical beer "La Guillotine" was launched.
About Vandergeeten
In 1994, Vandergeeten imported its first shipment of premium goods into China. From these bold beginnings,
Vandergeeten has grown into a household name for premium imported goods in China.
Boasting more than 20 years of experience and a portfolio of over 90 brands, they are one of the most active distributors
of bottled & draught specialty beer and confectionary on the mainland.
Vandergeeten has offices in Beijing, Shanghai, Guangzhou and Shenzhen, as well as regional representatives and subdistributors covering all of China. This carefully selected network of wholesalers and distributors allows Vandergeeten not
only to distribute fine imported goods all over China, but also allows them to maintain the consistent quality they’ve built
their name on.
Vandergeeten has always been committed to quality, striving to provide both business partners and consumers with a
complete range of services to ensure brand success in the fast-paced and highly changeable Chinese market.