Chinese New Year plans for Tsingtao

Tsingtao beer is to get a major push in January in a bid to improve the popularity of the drink outside of the Chinese community.

UK distributors Halewood International is to invest in a major marketing push for the brand to coincide with Chinese New Year celebrations next month.

There will be sponsorship of festivals in Chinatowns in London, Newcastle, Birmingham and Liverpool as well as point of sale (PoS) materials being supplied to 4,000 Chinese restaurants.

Retailers who buy five cases of Tsingtao will also get free PoS and glass kit.

The company also plans to extend its activity beyond Chinatowns and into on-trade bars.

The push is part of Halewood's plan to make Tsingtao the UK's leading premium imported beer brand in the next five years.

Halewood International marketing controller Richard Clark said: "We are looking to build on the successful activity we have undertaken to reinforce our position as the leading beer within the Chinese restaurant sector and in 2009 we are looking to leverage our activity around Chinese New Year celebrations to take the brand beyond the British Chinese community."