Halewood International has teamed up with events company The Concerto Group to serve its portfolio of drinks at pop-up venues in the capital during the London Olympics.
Tsingtao beer, Crabbie’s Alcoholic Ginger Beer, Lamb’s rum and Whitley Neill Gin will all be on offer.
Concerto has installed House of Nations viewing venues at King’s Cross and the Tower of London to allow the public to soak up the atmosphere of the sporting events.
Tsingtao is also kicking off ‘Dragon Masters’, an experiential campaign it will be running itself across various venues over the next six months.
Merchandising and support teams will tour the country with branded Tsingtao table-tennis tables, encouraging people to ‘Challenge the Dragon’, by competing against a robotic dragon that fires ping-pong balls.
The initiative is designed to drive trial and repeat purchase of Tsingtao across key UK cities.