Chinese Tsingtao beer is to be launched in the UK.
The beer, which has been brewed since 1903 in the Chinese city of Qingdao, is believed to be China’s biggest branded export and it sits on the menu of many Chinese restaurants globally.
It has been listed in Chinese supermarkets and restaurants in the UK for the past 50 years, but it is hoped its official UK launch will see a considerable increase in its distribution.
“We are in talks with many retailers and ideally we would love to see it on the shelves of the multiples,” said a spokesman for the company.
“The beer has steadily grown in popularity in the UK through restaurants particularly in the last three or four years.”
Tsingtao has already been launched into the US market and has seen a strong take-up there, particularly with women. “It has been really popular there with the female market because it isn’t as strong tasting as other beers and tastes fairly light, despite being 4.5% abv,” said the spokesman.
He noted that the brand’s popularity in the US had encouraged the company to prepare for a UK launch.
The company thought the time was right to give an increased focus to the UK market. “The world is now waking up to refreshing, light-tasting beers - as well as to the huge variety of beers brewed at source across the world,” he said.
The company said that marketing support would follow the launch and it is currently discussing sponsorship opportunities for the beer.