Merchants of Pleasure bringing Mexico's Cerveceria Primus to Asia in first international incursion

Michel Holdings announces it will bring Mexico's Cerveceria Primus beer brands Tempus and Jabali to the Asia-Pacific region through its company Merchants of Pleasure in Hong Kong. This is the first international expansion for Primus and its brands.
March 18, 2016 - PRLog -- HONG KONG AND MEXICO CITY

MICHEL HOLDINGS announced today that it will bring Mexican premium craft beer group Cerveceria Primus to the Asia-Pacific region through its group company Merchants of Pleasure. It will be the first time Primus products are available internationally.

Frontline brands Tempus and Jabali will provide customers with a wide selection of options in terms of flavor and brew styles.

Primus Brewery Director, Jaime Andreu "We have been working hard for ten years in Mexico in order to bring a quality product to our customer and to create great experiences around beer. It is certainly exiting for us now to be able to do the same in Asia. We are confident that Merchants of Pleasure and their team will be the perfect ally to help us do so."

Michel Holdings President Mr. Stephane Michel "We are extremely excited about this new venture and are proud to be representing Cerveceria Primus in Asia. Tempus is a pioneer in the Mexican craft beer movement and has enjoyed a cult following in Mexico which we hope will be replicated on this side of the Pacific. It is a privilege to be selected as the group responsible for the first International exposure of these brands."

Hong Kong will serve as initial point of entry into the Asian market and regional hub, with products available from March 2016. This represents the first point of export for Cerveceria Primus globally. Products will gradually be rolled out into other regional markets such as Singapore, Taiwan, Shanghai, Thailand, South Korea and the Philippines.

About Merchants of Pleasure

Merchants of Pleasure is the Hong Kong based premium food and beverage subsidiary of International lifestyle group Michel Holdings. The company exclusively represents over 25 premium brands encompassing wine, spirits, craft beer and champagne throughout the greater Asia-Pacific region.

About Cerveceria Primus

Primus Brewery is an Independent Mexican Craft Brewery. Started in 2006 with the objective of promoting a beer culture and producing beer styles that were not previously available in Mexico, Primus is known as one of the pioneers of the Mexican craft beer movement and remains one of the top craft breweries in Mexico.

Michel Holdings/Merchants of Pleasure
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