Chinese Liquor Giant Yanghe Brewery Sets Sights on African Market Expansion

Jiangsu Yanghe Brewery, a leading Chinese liquor company, has expanded its presence into the African market, marking a significant milestone with its recent entry into the Kenyan market, positioning it as a key launching pad for their products.

The announcement was made during the prestigious New Year’s Gala held at The Water Cube, organized by the China Brand Building Promotion Association and the Silk Road Planning Research Center.

The event broke away from conventional formats, featuring dynamic speeches, captivating video presentations, artistic performances, and interactive scenarios that celebrated Yanghe Brewery’s remarkable global journey.

Yanghe Brewery, renowned for its liquor products designed for social communication activities and daily consumption, boasts an extensive portfolio including the Yanghe Blue Classic series, Yanghe Daqu series, and Yanghe Dunhuang series.

Chairman Liandong Zhang shared insights into the company’s decade-long achievements, emphasizing its global presence in 52 countries and regions.

Notably, the Yanghe Blue Classic series, introduced to the European market in 2015, has gained prominence at prestigious international events such as the Sino-US Ping Pong Diplomacy, Davos World Economic Forum, SCO Summit, G20 Summit, among others.

 Chairman Zhang expressed optimism that these successful ventures would pave the way for Yanghe Brewery’s success in the African market.

“The company’s triumphant journey and entrepreneurial spirit stand as a testament to the Gala’s theme, demonstrating how dreams can indeed connect the world and solidifying Yanghe Brewery’s position as a global brand,” remarked Chairman Zhang.

He said the Gala underscored Yanghe’s active participation in glbal events, including ProWein in Germany, and strategic promotional initiatives like the “Night of Dream Blue” series.

In 2023 alone, the company organized nearly 200 brand promotion events across 30 countries, reaching over ten million people, reinforcing its global influence.

Mr  Liandong Zhang, reflecting on the 10th anniversary of the “Belt and Road” initiative, highlighted the fusion of French romanticism and Chinese patriotic sentiment in Yanghe’s journey.