Once again, Tsingtao, the brew that’s synonymous with Chinese beer, has topped the list of China’s most valuable beer brands, according to the Top 500 Most Valuable Chinese Brands 2014. The brand is currently worth more than 95 billion yuan!
And a large chunk of the brew giant’s success is due to the splash it’s made overseas, ECNS reports:
Tsingtao exports to 85 countries and regions, and now ranks sixth globally in production, according to the Barth Report, an authoritative beer industry compilation.
Sales volume rose 20 percent in Northern Europe last year and continued to grow in the mainstream UK market with a 20.8 percent increase at Tesco and 53.5 percent at Waitrose supermarkets. It showed remarkable growth in emerging markets with sales rocketing by 93 percent in Africa and 73 percent in Eastern Europe.
Tsingtao has initiated a series of campaigns to rejuvenate its brand recognition in recent years. It has launched several new products including special packages for festival events, high end black beer and football packages to diversify and upgrade its portfolio.
As an official sponsor of the 2008 Beijing Olympic Games, Tsingtao has been supporting sports in China including basketball and football as well as a number of music events
Recently, Tsingtao launched an ad campaign called “Tsingtaoism,” that strove to woo Australian customers by showing how well it paired with the laid back Aussie lifestyle.
And having a couple of celebrity shills on hand didn’t hurt either:
“Tsingtao, thanks for your support!” said Mile Jedinak, captain of the Australian World Cup soccer team in a signed team photo.
Also in Britain, model and actress Amy Jackson’s story with Tsingtao beer is presented at more than 3,000 theaters before movies start.
By contrast, the most popular beer in China, and the world, China’s Snow brand (basically poor man’s Tsingtao), is essentially only a hit with the domestic market. Yeah, I’d never heard of it until I arrived here either.