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Brasserie de Silly on a royal trade mission to China

Her Royal Highness Princess Astrid, representing His Royal Highness, led a trade mission to the People’s Republic of China. During this mission to Beijing and Shanghai the Princess was accompanied by federal and regional ministers. The mission, held between 16 and 22 November 2019, was organised by the Department for International Trade, three regional departments for the promotion of international trade and investments and the federal department of Foreign Affairs. The Belgian contingent for this exceptional trade mission numbered some 632 delegates. Lionel Van der Haegen was in attendance, although not in Beijing as the date clashed with Horeca Expo in Ghent, but he joined the group in Shanghai. Lionel was in the company of Chinese importer Be-China. Mission accomplished for Brasserie de Silly with its current annual volume of 2,000hl in this market. We met with six important distributors and ten potential new clients. We also renewed two important contracts; those with our importer and with our most important distributor for our ‘Killer’ beers. Our objective is to double our sales volume there in 2020. China is the largest beer market in the world with an estimated value of 85 billion euros according to Euromonitor, equating to 12% of beer sales world-wide. China is also the biggest producer, with over 500 brands. Belgian products enjoy a great reputation with the Chinese upper middle classes, a market of 132 million consumers with an ever-growing purchasing power.