Group business trip 'Beer mission China' – 13-20 October 2018 – Beijing, Shanghai, Guangzhou back to events

Date: 13/10/2018 - 20/10/2018
Where: Beijing, Shanghai, Guangzhou, China
Type: Other events
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Interested in the possibilities of your company on this growth market in China? Participate in the group business trip to China, guided by Flanders Investment & Trade (FIT).


What: Group business trip
Target sector: Food and beverage

When:  From Saturday 13 October 2018 till Saturday 20 October 2018

Where: Beijing, Shanghai, Guangzhou, China 

Who can participate: All those who are interested
Organization: Flanders Investment & Trade 


The beer market in China is expanding: a quarter of all beer sold globally is consumed in China, the biggest beer market in the world. There is a clear trend in the market: consumption of pils beer is decreasing, while craft and special beers are gaining in popularity. The Chinese middle-class consumer is more discerning and prefers quality products and has more refined tastes. A few years ago craft beers accounted for 0.3% of China's total beer consumption. Meanwhile, this share has increased to 5% and will further rise in the coming years. 


Preliminary program

  • 13/10 Departure to China

  • 14/10 Arrival in Beijing – Hotel check-in – briefing in the evening

  • 15/10 B2b in Beijing – Afternoon store check – Evening networking reception

  • 16/10 Transfer to Shanghai – Afternoon arrival in Shanghai and hotel check-in – Workshop on China's beer market and preferences of the Chinese beer consumer (by a beer sommelier) – Networking reception and/or networking dinner

  • 17/10 Meetings in Shanghai – Meet and greet with Chinese breweries during lunch, bar visits

  • 18/10 Store checks & fact-finding – Transfer to Guangzhou + hotel check-in – Evening: beer bar visits

  • 19/10 Morning store check – Afternoon b2b meetings in Guangzhou – Networking dinner

You can count on

  • an individual program of appointments, tailored to your company

  • fact-finding and store checks

  • useful contacts in Beijing, Shanghai and Guangzhou

  • several networking moments during which you will learn a lot from colleague entrepreneurs

  • reimbursement of part of your travel expenses through the FIT subsidy program (subject to conditions) 


€900 for the first participant
€450 per additional participant of the same company, registration available till 10 September 2018 


Who can participate

The group business trip is open to all Flemish brewers. You need to take into account that due to several reasons, China is not an easy market. It is advisable that you already have sufficient export experience in other markets. 


If you still have questions

Contact Michèle Surinx:

T: +32 2 504 87 91