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International Beverage buys Asiaeuro to grow in China
By Melita KielyThai Beverage’s International Beverage division has taken full ownership of Asiaeuro International Beverage (AIB) to accelerate its growth in Asia.

International Beverage is the global arm of Bangkok-headquartered Thai Beverage (ThaiBev), one of the biggest alcohol producers in Southeast Asia. ThaiBev bought Larsen Cognac for €51.1 million (US$58m) in 2023.
Financial details about the takeover of AIB have not been disclosed.
Veronica Amago, International Beverage global sales director, commented: “It is a challenging time for many consumers around the world, and this continues to have an impact on developments within the spirits industry.
“The context notwithstanding, International Beverage is well-positioned to support our global customers and deliver accelerated growth for our extraordinary spirits portfolio.
“Our parent company, ThaiBev, is an established leader within the growing Asian spirits landscape, plus the acquisition of AIB builds on our strengths and demonstrates a commitment to success in Greater China.
“It gives us a more agile and dynamic business structure, furthered by the expansion of our international footprint with a larger, stronger sales and marketing team across global markets.”
AIB was founded in 2018 as a joint venture between International Beverage and Asia Group Corporate to strengthen the latter company’s route to market, and boost its commercial opportunities in the Greater China region.
AIB comprises two units, including Asiaeuro International Beverage Co in Guangdong, China, which looks after sales, marketing and distribution networks for wine and spirits across mainland China.
Then, there is also Asiaeuro International Beverage in Hong Kong, which oversees several duty free channels in the region, as well as domestic markets in Hong Kong and Macau.
The company employs 70 people across the two offices, who will now be integrated into International Beverage’s 700-strong team, located across nine global offices.
Part of the team’s imminent tasks will be the launch of AIB’s first e-commerce platform in China.
International Beverage said it would also pursue a recruitment drive in early 2025, with plans to hire sales and marketing professionals in the US, Canada, Europe, the UK, Asia, and global travel retail.
Its portfolio includes Old Pulteney, Speyburn, Balblair, anCnoc, and Prakaan single malt whiskies, and Hankey Bannister blended whisky, Cardrona spirits and liqueurs, Caorunn Gin, and Phraya Rum.
Freddy Oh, general manager of AIB added: “Becoming an integrated part of International Beverage strengthens our overall capability to compete in the premium spirits market in China.
“This new structure will help us better serve our customers and partners, drive innovation, and enhance our competitive reach through a stronger digital presence. We are excited about the opportunities 2025 and beyond will bring.”

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