Supplement to "CR Beer (A): Navigating Transformation in China's Beer Industry?"

Case B follows the predicament outlined in Case A, focusing on Mr. Hou's strategic decision to pursue premiumization by "bringing in" international brands. This move is based on CR Beer's recognition of increasing globalization and the growing popularity of "China chic" within the domestic market. Through its strategic alliance with Heineken, CR Beer builds a "China + International" premium brand portfolio, featuring four domestic and four international brands. The central challenge after this transformation lies in enhancing internal capabilities for high-end market development while fostering collaboration with global partners.