Tsingtao Beer Case Study: developing a long established domestic beer into a rising global brand

This case study on Tsingtao Beer forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the brand is dealing with foreign brand competition and its movement into foreign markets.

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

Table of contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS
Introduction
The beer market in China offers much potential
The ownership of Tsingtao has been varied in recent years
Expansion is very much part of the Tsingtao strategy
Tsingtao has a developing international focus
Tsingtao has now released a new lighter product version
The marketing of Tsingtao takes a varied approach with an accent on sports
Tsingtao sponsors a basketball team and was an official Olympic sponsor
Tsingtao has a visible presence at the Qingdao International Beer Festival
Tsingtao is keen to leverage the food pairing opportunity
Conclusions

APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Alcoholic drinks market Value (US$ m) by category, China 2005-15
Table 2: Beer market value (US$ m) by type, China, 2005-15
Table 3: Beer market volume by company share, China, 2003-08
List of Figures
Figure 1: The Beijing Olympics of 2008 were a key opportunity for all Chinese brands
Figure 2: Tsingtao is actively seeking new markets and opportunities
Figure 3: Tsingtao light beer is steering the brand towards more diverse cuisines

Related research categories

By company: Tsingtao Brewery Company