UK’s In Good Company and LEC Beverages partner to distribute Tsingtao Beer

China’s Tsingtao Brewery Co Ltd, maker of Tsingtao Beer, has signed a joint distribution agreement with LEC Beverages Group and In Good Company for the sale of its beer across the United Kingdom. Tsingtao, whose UK distribution was previously managed by C&C Group, is currently the number one imported Chinese beer brand in the UK.

The partnership, which is aimed at bolstering China’s premier beer brand in the UK, will see LEC Beverages entering into a joint venture with In Good Company to help distribute and sell Tsingtao beer.

In Good Company’s portfolio roots are in the craft beer sector, and include the non-alcoholic craft beer brand Big Drop and People’s Captain, a craft beer brand with a charitable focus on mental health initiatives in the UK, among others.

Steve Cox, CEO of In Good Company, highlighted the synergy between the two companies and the potential for growth beyond their craft beer roots. “While our heritage and DNA has been and will always be in craft beer, thanks to the phenomenal breadth of expertise in our team, we have capabilities well beyond this and are keen to capitalise on this as the business evolves,” Cox said.

LEC, a boutique firm that specialises in the management, progression and distribution of top-tier drinks brands, has been working with In Good Company since 2019. LEC Beverages chairman Jack Perry expressed enthusiasm about the venture, emphasising the plan of maintaining the brand’s authentic heritage in their market strategy.

Tsingtao Brewery, with a heritage dating back to 1903, has an extensive global distribution network that covers over 100 countries. In 2016, Tsingtao was the second most consumed beer globally and had reached 2.8% share of the global beer market, according to data from research firm Euromonitor.