Tsingtao ushers in the Year of the Rat

25 January, 2008

Halewood International has followed up its recent distribution deal for Tsingtao Chinese beer by signing as a sponsor of the Chinese New Year celebrations in London.

The brand will appear on big screens in Trafalgar Square on Feb 10 for the festivities to mark the start of the Year of the Rat .

There will also be banners in Leicester Square, adjacent to the capital's popular Chinatown district.

Tsingtao material will appear in literature relating to the event.

Halewood sees the sponsorship as a way of bringing the brand to a wider audience than the Chinese restaurant and grocery sector, where it is already strong.

Marketing controller Richard Clark said it would "underpin our growth strategy in multiple grocers".

Tsingtao is an official sponsor of this year's Beijing Olympics, and Halewood aims to make it the leading imported Asian beer brand in the UK market by around the time of the next games in London in 2012.




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter