Three Cents, the premium mixers brand, has appointed Telford Wine & Spirits (Shanghai) Ltd. (hereinafter Telford Shanghai) as its distributor in Mainland China. The partnership, which comes into effect in April, will see hero propositions from the brand’s portfolio made available to the Chinese On-Trade for the first time.
Telford Shanghai will launch the partnership with the Three Cents Tonic Water and Aegean Tonic, as well as the Two Cents Plain, Ginger Beer and the brand’s market-leading Pink Grapefruit Soda. A major milestone in the Three Cents global growth strategy, the launch seeks to boost the brand’s presence in Asia and will be supported by a series of guest shifts at this year’s World’s 50 Best Bars in venues such as COA, Hope and Sesame and CMYK.
Three Cents continues to go from strength to strength and is now available in over 50 markets globally. Its latest release, the one-of-a-kind Fig Leaf Soda, has been widely celebrated in the on-trade and is quickly becoming a bartender staple. The brand also achieved the number one spot in the Top Trending Mixer Brand category, as well as being named the number two Top Selling Mixer Brand in the annual brands report conducted by Drinks International. This year it also continues its partnership with The World’s 50 Best Bars, acting as the official mixers sponsor at the prestigious industry award events around the globe.
Renowned for its expertise in brand building and as one of the leading beverage importers in the Chinese market, Telford Shanghai was identified as the ideal partner to strengthen the Three Cents brand’s position in the region. The Chinese drinks market is experiencing rapid growth, largely driven by younger consumers embracing urban cocktail culture.
George Bagos, General Manager and Co-founder of Three Cents, says “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.”
Xingchen Qiu, Brand Manager of white spirits and beverages at Telford Shanghai, adds “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.”
