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Partnership to sell Scottish beers

Innis & Gunn unveils China distribution deal

Dougal Sharp Terry pic

Dougal Sharp: (picture: Terry Murden)

Scottish brewer Innis & Gunn  has signed a deal to distribute its beer to the on and off-trade in mainland China, Hong Kong, Macau and Taiwan.

The partnership with Dxcel International will focus on the Edinburgh company’s flagship original ale, and Ossian produced by Inveralmond Brewery, which was bought by Innis & Gunn in April last year.

The China distribution deal will see Dxcel International use its vast network of premium bars and restaurants and premium off-trade including hotel chains and supermarket groups.

Dxcel International also operates an estate of Tap House pubs and Dean’s Bottle Shops in major Chinese cities such as Shanghai and Shenzhen.

Innis & Gunn has hired Shanghai-based Scotsman Alan Hepburn to work alongside Dxcel International to support the sales and marketing plans.

Hepburn has years’ of experience at local and board level with international hotel groups and acts as a consultant in the hospitality trade.

Dougal Gunn Sharp, founder and master brewer at Innis & Gunn, said: “Exports have always been very important to us since we started 13 years ago.

“We’ve seen our products do exceedingly well in Canada, the US and Sweden and we thought it was about time we head into the largest beer market in the world.

“China excites us not only because of its size, but also its growing passion and thirst for great craft beer.

“In Dxcel International, we have found partners with not only the network to distribute beer, but tremendous insight on consumer tastes and a joint passion on educating and informing consumers about the breadth of what great beer is and can be.”

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