Winner of the ACBA: 2009 Austrade Business Promotion Award

When Australians Mat Ryan and Frank Li sat down for a couple of beers in a Shanghai bar in 2007 and contemplated the potential for imported Australian lagers to China, little did they know that within three years their newly formed company, Just Beer, would be presenting some of Australia’s most iconic brands.
Just Beer, whose portfolio in China includes Fosters, Crown Lager, Pure Blonde, VB, Cascade, Redbacks and James Boags were the 2009 winners of the ACBA’s Business Promotion Award.
Moving from a distributor of Australian beers to the mainly Australian expatriate community in Shanghai, the company has successfully segmented the Chinese market, distributing to 20 cities across China (in regions as far away as western Xinjiang and Sichuan provinces) while also looking at other segments of the Chinese market such as Chinese restaurants and KTV clubs.
Since winning the award in December 2009, the business has taken a slight shift, now importing and distributing wines from around the world – in particular those from France, Italy and South Africa.
Just Beer is also in the process of signing a major deal with a large global beverages company and in May, was involved with the Shanghai launch of Brand Australia – Australia Unlimited at the World Expo Australian pavilion. Frank Li attributes recent significant media exposure in Australia to the business’s win at last year’s awards.
“Our success at the prestigious awards have definitely pushed us out there in front of the media,” Mr Li says.
“Australians are a nation of battlers who root for the underdog and those who ‘have a go’. This award was recognition that we had a go in this fastest growing economy in the world with very little behind us and the rewards are we are making in roads and it was great that Austrade and the business community recognised us for that.”
For more information and a full list of past winners visit: www.austchamchina.com ■

* Picture: Just Beer’s Steve Roadknight, Mat Ryan and Frank Li