Tsingtao gets new UK distributor

Halewood International has announced it has won exclusive distribution rights for Chinese beer Tsingtao.

Earlier this month The Publican reported how Global Brands had terminated its distribution agreement for the brand, unhappy at the lack of an exclusivity agreement - instead it had to share distribution with ethnic foods importer Westmill Foods.

However, Liverpool-based Halewood has managed to overcome this obstacle and convince the Chinese brewer that it could take the beer forward, as it looks to capitalise on the increasing interest in Chinese brands ahead of next year's Beijing Olympics.

Working in partnership with Halewood, Tsingtao Brewery is looking to make its product the leading imported Asian beer brand in the UK within the next five years. In China, Tsingtao is an official Olympic Games sponsor and the Olympic sailing events are taking place in the home of the Tsingtao brewery, the city of Qingdao. Halewood will be responsible for marketing and distribution of all product formats in both on and off-trades. These will be imported direct from China and the brand has an ABV of 4.7 per cent.

Chairman and chief executive John Halewood said: "Halewood is pursuing a dual strategy of investing and developing its own brands and seeking out relationships with brand partners. We believe we can capitalise on Tsingtao's heritage. We are looking to make significant investment to drive brand awareness."

The decision to select Halewood represents the latest in a series of successes for the company, which this year has already taken on distribution for Lamb's Navy Rum and Swedish cider brand Herrljunga.