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East Imperial to supply premium mixers to Macau hotel and casino giant Galaxy

13:00, 5th February 2024
Victor Parker
Vox Newswire

East Imperial (EISBFollow | EISB, a producer of premium beverages, announced a new partnership with Macau's Galaxy Entertainment Group.

Galaxy operates, among other bespoke properties, Galaxy Macau - a mega casino resort comprising different hotels - Galaxy Macau, Banyan Tree, Hotel Okura, and Raffles Macau - each with a distinct theme. The agreement will initially see East Imperial's core range offered in executive suites and the Macallan Whisky Bar & Lounge.

The deal was brokered by East Imperial's regional partner and recent strategic investor Wen Hua International / INL Investments. East Imperial said the partnership aligns with its positioning as "the only true super-premium mixer in the region".

"The APAC region has always been the cornerstone of the East Imperial story and business, and to see our highly-regarded and highly valued partner, Wen Hua International, landing this significant deal underlines our combined strategic strength for the region. We expect this to be the first of many such wins, and we're super-excited with this achievement and what lies ahead in 2024 and beyond." commented Tony Burt, CEO of East Imperial.


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A major win for East Imperial and its ambitious expansion strategy in the APAC region. Galaxy Entertainment Group is a prestigious hotel and casino operator in Macau, listed on the Hong Kong exchange with a current market cap of approx. US$25bn.

The deal to supply the resort, hospitality and gaming giant represents a significant achievement by East Imperial's APAC distribution partner and strategic investor Wen Hua International / INL Investments. East Imperial and WHI joined forces in mid-2022, with WHI agreeing to supply the entire East Imperial range across the Chinese mainland and Macau.

APAC remains the most important region for East Imperial. The company has a contract with SUTL for distribution in Singapore and Vietnam, with Leung Yick for distribution in Hong Kong, and with WHI for distribution in China. WHI is one of the largest distributors in China with deep knowledge of the market. The company has 20 years of experience in building relationships with local Chinese luxury vendors, having previously assisted brands such as Pernod Ricard.

While East Imperial already has a presence in China - having worked locally with groups such as Ritz-Carlton, Bulgari, W Hotel, Rosewood, and Capella Hotel - today's contract underscores the value of the WHI partnership in accelerating East Imperial's expansion across the region. The producer of premium beverages said it expects more contract wins in China. Further south in New Zealand, EISB recently detailed significant progress across its portfolio in Q4 2023.

As global demand for premium beverages and mixers continues to rise, the company is well-positioned for future growth.

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