By He Danlin

Budweiser, a well-known beer giant which is running Budweiser, Hoegaarden and Corona in China, is planning to enter the beverage market to compete with Coke-Cola and Red Bull. Recently, this beer giant launched two brand-new drink brands- Zhiyu sparkling water and FUSION energy drinks. At the same time, Budweiser China also opened a store called AB InBev’s Drinks Flagship Store on Tmall, which only sell non-alcoholic beverage products.

All these moves indicate that Budweiser has started implementing its Beyond Beer strategy, which was proposed by its global headquarters, in Chinese market. “Existing beer sales network can have immense synergistic effects on beverages, said Xu Jiahong, who is president of Budweiser China’s Upper Scale Innovative Business, in an exclusive interview with Foodinc.

Budweiser China set up a new team as early as two years ago in order to expand its non-alcoholic beverage business. Mr. Xu says Budweiser China's approach is to create new local brands as well as introduce other international beverage brands. For example, the launch of Zhiyu sparkling water is a locally developed product, while FUSION is Budweiser's Brazilian brand.  

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