From winning brew to world No1

Snow Beer, the signature product of the mainland's largest brewer, China Resources Snow Breweries, has come a long way since winning a national beer competition in 1964.

One of the fastest-growing brands in the mainland's fast-moving consumer goods market, it became the biggest beer brand in the world, by sales volume, last year.

Set up in 1993, the company became a joint venture between China Resources Enterprise and international brewer SABMiller in 1994.

In 2002, when it was selling more than two million kilolitres a year and ranked second on the mainland, Snow Beer was designated a famous Chinese brand by the General Administration of Quality Supervision, Inspection and Quarantine.

That reputation, allied with the building of a national brand through brewery acquisitions and strategic marketing based on its youthful, modern image, saw it claim the No 1 spot on the mainland in 2005.

Now operating more than 60 breweries in 21 provinces, China Resources Snow Breweries has captured 17.6 per cent of the domestic beer market. Snow Beer sales grew 19 per cent last year to more than six million kilolitres - about 3,000 Olympic swimming pools full of beer.