Tsingtao well placed on sales as China syndrome gears up
Published:  11 January, 2008

Chinese brewer Tsingtao has appointed Halewood International as

its sole UK†distributor, replacing distribution deals with Westmill Foods and Global Brands.

The brewer is planning to drive sales as interest in China and Chinese culture†grows during the Beijing Olympics† this year.

Tsingtao, which is an official Olympic sponsor, hopes to become the leading imported Asian beer brand in the UK within the next five years.

Halewood plans to link the 4.7 per cent abv lager to Chinese food in multiple grocers, with a long-term aim of making it part of UK consumers' main imported premium beer repertoire.

Halewood chairman and chief executive, John Halewood, said: "Tsingtao is synonymous with Chinese restaurant culture and is loved by a large, loyal consumer base in the UK. We believe we can capitalise on the product's heritage, quality and strong, but latent, usage.

"We 're looking to make a significant investment to drive brand awareness and recognition as part of a

strategy to grow distribution and sales in other channels."

lPierhead Purchasing has launched a Chinese beer - ZhuJiang Pearl River - and also hopes to capitalise on this year's Beijing Olympics. The beer is a 5.3 per cent abv lager brewed with Czech hops, Chinese rice and Canadian barley which is a good match for Cantonese food and Asian cookery, Pierhead said.

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