Tsingtao beer becomes the name card for China

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With the Shanghai Cooperation Organization Summit coming up in just a few days, the host city, Qingdao, is likely to gain popularity, not just for its seaside scenery, but also its signature brewery, Tsingtao beer.

Many say Qingdao is a city built on beer, because beer culture is tied to its identity. In the summertime, having a cup of Tsingtao and eating some spicy clams is a must-do, especially on the famous Qingdao beer street. At night, the atmosphere there is more than vibrant—neon lights, breezy air, and countless visitors who can’t wait to taste the fresh beer.

One tourist we met named Zhao Pengyu says: " I’m from Xi’an and this is my first time visiting Qingdao. I like this street a lot because of its ambiance, and of course there's nothing like the beer here.”

Tourist Zhao Pengyu drinking with his friends /CGTN Photo

For those expecting to be showered by an array of different beers on this street, Tsingtao is all they'll find. Right near one of Tsingdao Beer's factory, you can get the freshest beer on this street. Launched in 1903, Tsingtao Beer was the first mainland company to be listed on an overseas exchange.

Vice General Manager of International Headquarters of Tsingtao Brewery Liu Hai says “What’s special about Tsingtao beer is that it shares the same name with the city, which is rare among Chinese brands. It was also founded around the same time the city was. As a coastal city, Qingdao’s geography makes it perfect for beer drinking, especially in the summer.”

Tsingtao brewery /CGTN Photo

Liu says although Tsingtao beer was first founded by German settlers, the brewery has incorporated Chinese elements in the making process, namely adding rice to the raw material, which gives the beer a fresher taste. This partially explains its popularity among foreign customers.

By far producing the country’s most exported beer, the company has been making big progress in the foreign markets in recent years, not only continuing its sales to countries including America, Germany and Japan, but also boosting sales to central Asia.

Tsingtao brewery /CGTN Photo

“Ten years ago sales to central Asian countries were quite difficult due to various trade barriers. But platforms like the Shanghai Cooperation Organization have helped us a lot with penetrating these markets. Overseas consumers are starting to know our brand. For instance, our sales to Kazakhstan alone in 2017 have doubled that of the previous year. And sales to Russia have grown 70 percent.” says Liu.

While the city Qingdao has a lot more to offer than just beer, it’s the Tsingtao heritage that has left a special mark on the city, as well as abroad.