Tsingtao sees strong US momentum and sustained growth
Paulaner USA, the exclusive US importer of Chinese beer brand Tsingtao, is seeing continued momentum across America in time for Lunar New Year this month. db reports.
The occasion, which takes place on 17 February, will see Tsingtao introducing its ‘Savor the Success, Savor the Unexpected’ initiative and launching limited-edition packaging and a national sweepstakes across the US.
Reasons for US success
Central to the beer brand’s success is Tsingtao’s long-standing partnership with Paulaner USA, which continues to invest in the brand through expanded presence in the market. According to IRI data, Tsingtao posted a 16% sales increase over the last 52 weeks, outpacing the total Asian imports category, which grew 13% during the same period. This growth reflects continued consumer demand and expanded availability, with the general market delivering a 2.2% increase in sales alongside a 16.8% gain in distribution.
Speaking to the drinks business, Paulaner USA president and CEO Andy Glaser said: “Tsingtao’s success is driven by its ability to stay authentic while remaining highly relevant to today’s drinkers. The brand has built lasting loyalty within Asian American communities and is increasingly connecting with younger consumers drawn to globally authentic, food-led beer occasions. Continued trade interest has also allowed healthy distribution gains.”
Glaser explained: “That relevance, paired with Tsingtao’s continued growth in the US, speaks to the brand’s enduring appeal and strong connection with today’s consumers.”
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Additionally, from now until 11 March, consumers can visit Tsingtao’s Lunar New Year website and take part in an interactive digital game offering the opportunity to win weekly cash prizes, and be entered into a draw to gain a chance to win a US$100,000 grand prize.
‘Well positioned’
Tsingtao brewery vice president of international Harry Liu said: “The Year of the Horse represents progress and forward momentum, values that align closely with Tsingtao’s journey in the US. As we celebrate the Year of The Horse, we’re proud to continue sharing our heritage with consumers while embracing modern traditions and new opportunities for growth.”
Glaser told db: “By maintaining brewing excellence in Qingdao and leveraging the strong strategic partnership between Tsingtao Brewery and Paulaner USA, the brand is well positioned for continued, sustainable growth.”
The limited-edition packaging will be available in six-pack bottles and 24 packs, creating strong shelf presence for the brand.
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