COFCO W&W reaches cooperation with several international wine companies at the fifth CIIE. [Photo/CIIE Bureau]

Germany's Feldschloesschen Beer, which has a history of 160 years, and China’s COFCO W&W International Co Ltd, a company that was established five years ago, have forged a deep partnership since their collaboration at the China International Import Expo in 2018.

Over the past five years, Feldschloesschen Beer has become one of the most popular imported beer brands in China, and this has in turn made its parent company, TCB Beverages, the second-largest beer brewing group in Germany and one of the top 30 beer companies globally.

During the CIIE in 2018, Feldschloesschen Beer received wide recognition from buyers and consumers for its rich wheat aroma and authentic taste. COFCO W&W was among the many companies that were impressed by the brand.

As a result, the two companies formed a strategic partnership and COFCO W&W took advantage of the CIIE's spillover effect to transform itself from a buyer to a trader. Later, various series products of Feldschloesschen Beer were available at more than 500 COFCO W&W stores across China.

The two companies have also developed strategies that prioritize young consumers and digitization. COFCO W&W has supported Feldschloesschen Beer's transformation and upgrading by adjusting its trade service solutions. This collaboration resulted in the successful launch of a new product, the Red Can Reserve Lager Beer, which quickly became popular.

"China is the world's largest beer producer and consumer. Through the CIIE, we have gained a direct understanding of the potential of the Chinese market and experienced the strength and sincerity of Chinese enterprises, and this has given us more confidence," said Alex Kleon, managing director of TCB Beverages.

COFCO W&W has also expanded its cooperation with international wine companies such as Chateau Lafaurie-Peyraguey, AXA Millesimes and Bodegas Faustino through the CIIE.

The CIIE has not only provided a platform for international companies to enter the Chinese market but has also allowed them to share their culture and traditions.

With the sixth edition of the CIIE just around the corner, both Feldschloesschen Beer and COFCO W&W are ready to share more benefits and experiences with Chinese and global consumers.

By Cao Desheng

Yu Honghao from Jiefang Daily contributed to the story