UK: Halewood International is to invest in a major marketing push for Tsingtao Chinese beer to coincide with Chinese New Celebrations which take place on 26 January 2009.
Halewood International is set to invest heavily in sponsorship of New Year celebrations across Chinatowns in London, Newcastle, Birmingham and Liverpool.
The company will be underpinning its sponsorships with point of sale across 4,000 Chinese restaurants and trade promotional activity offering a free PoS and glass kit to restaurants and retailers who buy five cases of Tsingtao. This promotion goes live from 7 January 2009.
Commenting on the plans for Chinese New Year, Halewood International marketing controller Richard Clark said: “Our support for the UK Chinese restaurant community is very much at the forefront of this initiative but we believe the time is now right to build on this and widen the brand’s appeal to a discerning consumer audience.”