The world’s leading beer by volume suffered a value decline of 26% year-on-year, but Millward Brown said Snow continued to build its Chinese presence with new breweries and marketing drives.
China Resources Snow Breweries produces Snow Beer and 30 local brands in 80+ breweries.
New facilities in the Henan and Zhejiang provinces began operation in early 2012, while Snow also broke ground on central Chinese sites in Shangqiu and Xinzheng, Henan Province.
Snow introduced Miller Genuine Draft to Zhejiang with partner SAB Miller to tap China’s growing premium segment, and Millward Brown said this development “should help Snow improve margins pressured by increased competition”.
The brand continued to run its ‘Global Trekker’ campaign to reinforce its brand values of rebellion and innovation, the analysts added, citing these values as a key factor in Snow's market leadership.
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