Pierhead launches Chinese lager

19 December, 2007

Pierhead Purchasing is getting ready for Beijing Olympics next year by launching a Chinese beer.

ZhuJiang Pearl River is a 5.3 per cent abv lager brewed with Czech hops, Chinese rice and Canadian barley which is a good match for Cantonese food and other Asian cookery, according to Pierhead. ZhuJiang, pronounced Joo-Jung, means Pearl River in Chinese.

The beer is brewed in Guangzhou in the Guangdong province of China, also known as Canton, and is already exported to North America, Sweden, France and Australia. The brewery, which Pierhead said is the biggest in the world, is sponsoring the Chinese national basketball team.

Pierhead’s Michael Cook said: “There has been a surge of interest in Chinese beer, both from the multinational drinks companies and consumers. ZhuJiang Pearl River offers retailers an excellent opportunity to capitalise on consumer interest in all things Chinese which will be sparked by next year’s Olympics – a great platform for the brand to challenge drinkers’ perceptions of Chinese beer.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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