[China] Colossus Of China

It stands before the world's drinks industry as the last frontier. This article asks how do companies plan to topple this giant market? The World's third largest country with the largest population of any country in the world. Yet most people know very little about China. On the alcoholic drinks front, China is the largest beer market in the world in terms of production and consumption with people drinking 306M/hectolitres, which averages out to around 23.5 litres per person/pa. The Danish brewer Carlsberg first exported to China over 150 years ago and it now boasts 20 breweries in 7 provinces through either full ownership or JVs.