On April 13, 2019, China Resources Snow (CR Snow) and the Heineken Group held a strategic cooperation ceremony in Shanghai, during which both sides conducted in-depth discussions on joint-venture cooperation. Dr. Fu Yuning, the Chairman of China Resources Group also attended the ceremony.

In his speech during the ceremony, Chairman Fu extended congratulations on the progress made in the initial phase of bilateral strategic cooperation. CR Snow and Heineken are highly complementary, he said. CR Snow expects to ratchet up its global performance with the aid of Heineken’s global presence and marketing abilities and achieve a win-win end.

The Heineken Group gave a detailed introduction to its brands and displayed its brand marketing methods and tools with simulated marketing scenarios. Heineken is optimistic about the development prospects of China’s beer market and is full of confidence in the cooperation between the two sides.

Executive directors of Heineken Holding N.V., Michel de Carvalho, Charlene de Carvalho, and Board Chairman and CEO of Heineken Holding N.V., Jean-Francois Van Boxmeer attended the ceremony along with other management figures. On the other side, heads of the General Office of China Resources Group, CR Enterprises, and CR Snow were also among the attendees.