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China 2015: BRAND PROFILE | 79. Pearl River

Pearl River accelerated its effort to claim leadership in the premium beer sector. While marketing intensively in Guangdong, its home market, the company also sought to raise the Pearl River profile in other provinces.

Marketing initiatives included promotion connected to the FIFA World Cup. In addition, the company focused on three of its Zhujiang brand names to establish itself as China’s leading draft beer.

An SOE (State Owned Enterprise), Pearl River was established in 1985, in conjunction with InBev, the Belgium brewer, which in 2008 acquired Anheuser-Busch to become AB InBev. Pearl River was listed on the Shenzhen

Stock Exchange in 2010, with proceeds targeted to help fund national expansion.

Net income increased 12 percent to $5 million, in the first half of 2014, on a 13 percent revenue hike to $236 million. For the full year 2013, net income declined 17 percent to $7 million on a 1 percent decreased in revenue to $492 million.