Three Cents lands in China
Athens-based Three Cents has teamed up with Telford Wine & Spirits Shanghai to introduce its premium mixers in mainland China.
The distribution partnership will begin in April, making key products from the brand’s portfolio available to the Chinese on-trade for the first time.
The launch will include Three Cents Tonic Water, Aegean Tonic, Two Cents Plain, Ginger Beer, and Pink Grapefruit Soda.
Three Cents’ debut in China marks a significant milestone in its global growth strategy – where it is available in more than 50 markets worldwide – and will aim to enhance its presence in Asia.
The brand’s arrival in China will be supported by a series of guest shifts at this year’s World’s 50 Best Bars, including Coa, Hope & Sesame, and Cmyk.
Xingchen Qiu, brand manager of white spirits and beverages at Telford Shanghai, said: “We are thrilled to introduce Three Cents to the Chinese market. Cocktail culture is more prevalent than ever, and Three Cents will be a welcome addition to the scene.
“We are going big with the launch, partnering with some of the most renowned and prestigious venues in China for a series of unmissable guest shifts and look forward to bringing the range to discerning drinkers across the country.”
The premium mixers chose Telford Shanghai for its brand-building expertise, making it the perfect partner to enhance the brand’s presence in the region.
The Chinese drinks market is reportedly experiencing rapid growth, largely driven by younger consumers embracing urban cocktail culture.
George Bagos, general manager and co-founder of Three Cents, commented: “The younger generation in China is helping to inspire a new wave of cocktail culture. One that is more modern, innovative and speaks to the urban lifestyles of today’s drinkers.
“This presents a real opportunity for Three Cents to lead the premium mixers category with our range of quality and flavour-forward tonics and sodas.
“With Telford Wine & Spirits at the helm, we are geared for a successful launch and period ahead in the market.”
Last year, Three Cents partnered with Proof & Company to expand its distribution to Singapore and Hong Kong.
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