Information and promotion campaign for European beer in China

A programme on European beer, with quantified information and sales objectives (to improve EU beer availability to consumers, improve consumer awareness about EU beer, increase EU beer export) is addressed to trade professionals (local wholesalers and retailers active in beer/alcohol trade related sectors) and beer consumers in China.The budget is €812,172 and the programme will run for three years. The programme foresees such actions as continuous PR activities, advertising, publications, media kits, promotional merchandise, trade fairs, study trips to Europe, tasting days and POS.