Eastern beers advance

China is not exactly known for its fair and accurate media - but UK expansion plans by Chinese and Far Eastern beer brands suggests brewers in the country believe reports by China's press of the Olympics' effect on sales of their brews.

The official Chinese news agency reports that, during two years of marketing based on the brand's Olympic link, Tsingtao brewery's sales have grown substantially.

Profits in 2007 were up by 27.7 per cent year-on-year in 2007. In the first quarter of 2008, volumes increased by 31.9 per cent over the same period last year.

Tsingtao's UK distributor Halewood International expects to really reap the benefits of its raised profile abroad over the next few years.

Boom time​

It's not just the Olympics that is proving important; imported beers in general are enjoying boom times and beers from China (Tsingtao and Yanjing) and Thailand (Chang and Singha) are in the thick of it.

Lesley Scoular, brand manager for Chang Beer, says: "I believe we will continue to see more new aspirational beers coming into the market and the four key focus areas will be: authenticity; quality of the liquid; image of the beer; and as a complement to food."

Casual observers might be more familiar with Chang as Everton football club's shirt sponsor, a deal which UK distributors the Interbev group recently renewed. But expect it to be a far bigger on-trade brand if Interbev's broader marketing schemes work.

The food connection​

Since its October 2007 UK launch, it has focused on distribution to bars serving Thai food. Between March and May, the brand ran a £500,000 poster campaign, and Chang is also aiming to reinforce associations with Thai food with the publication of the Chang Good Food Guide, launched this month. The consumer handbook features a run-down of pubs that serve Thai food and Chang.

Singha, on the other hand, is widely available in the on-trade through wholesalers.

A spokeswoman for the brand pointed to the importance in its growth of outlets running 'beers of the world' promotions to introduce new products.

Back in China, Yanjing was a major sponsor of the Olympics. With an 85 per cent share of the beer market in the country, it is currently looking for a distributor in the south of England to help it match the presence it has in the north through wholesaler LWC.

It all points to a bountiful Chinese New Year in the UK for beers from the Far East.