Halewood International, responsible for the UK distribution and marketing of Tsingtao, is set to invest in Chinese New Year celebrations across the UK next month, marking the start of a big marketing push which will see the premium Chinese beer brand continue to support the Chinese community throughout 2010.
Toasting in the Year of the Tiger, Tsingtao will be supporting New Year celebrations and events across Chinatown’s in London, Liverpool and Birmingham. On-Trade promotional activity will include the hosting of free post-New Year celebration parties in selected bars and the hosting of banquet dinners for Chinatown Associations.
Over 2000 Chinese restaurants have also been given celebratory POS kits and Tsingtao glassware for 2010, whilst commemorative Tsingtao lanterns will line the streets of Chinatown in London, Liverpool and Birmingham and there will be a dedicated Tsingtao bar in Trafalgar Square on 21st February, to mark the New Year celebrations.
Continuing to support the Chinese community into 2010, Tsingtao will be sponsoring this year’s Dragon Boat Racing in London in June and will also set out to search for the UK’s favourite Chinese restaurant 2010, in the return of the Tsingtao Legacy of Taste Competition in the Summer.
Tsingtao is synonymous with Chinese culture and enjoys distribution in the majority of UK Chinese restaurants. With a fantastic heritage and a diversity of Chinese food available, Tsingtao plans to extend the Chinese food and culture message in the UK, by enlisting the help of Celebrity Chef, Ching He-Huan in 2010, as well as working with the Legacy of Taste 2009 winners to create a recipe book.

Proud of its own heritage, Tsingtao is only ever brewed by one of China’s leading brewers, the Tsingtao brewery in Qingdao and is still believed to be the number one branded consumer product exported from China. With an ABV of 4.7%, Tsingtao is brewed using Laoshan water and includes barley and rice in the fermentation process to deliver a light clean taste that is an ideal accompaniment to food.
Nigel Tarn, Senior Brand Manager for Tsingtao comments: “At a time when many brewers are reviewing their operations and how they produce their products including brewing international beers in the UK; Tsingtao is firmly committed to brewing its product only in China using its unique water, ingredients and process that creates a distinctive product.

“Once again, supporting Chinese New Year is an excellent opportunity to engage with the Chinese community and build on existing relationships. We are looking forward to reinforcing Tsingtao’s Chinese heritage in 2010 and believe supporting events such as the Dragon Boat Race and New Year provide a showcase to a much wider audience for the brand which will help underpin Halewood International’s drive to secure further distribution in both the On-Trade and multiple grocers in the UK.”

Tsingtao pack formats include a 330ml and 640ml bottle as well as a 6 pack 330ml format, all of which are targeted across On–Trade, multiple grocers including Tesco, Morrison’s and Waitrose, as well as the ethnic grocery and Chinese restaurant markets.