Blackeyed, correct that it's not sold through CBEC, but it is sold through domestic e-commerce in addition to offline MBS. Which means it does overlap into the same 'space' as English label to a degree, but this is the case for most major brands. It is just a more premium (they class it as 'ultra premium') offering.
MBS is definitely the main avenue for China label but they need to compete with it online as well, and there are some signs it is gaining traction/share online.
Media Updates, page-10544
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