Tsingtao Brewery Co. has announced plans to launch an off-trade promotion across the US this summer to "celebrate all things Asian".

The Chinese company, which is 27%-owned by Anheuser-Busch, said yesterday (1 May) that the "CelebrAsian" promotion supporting Tsingtao Lager and Tsingtao Pure Draft will run in June and July across the country.

The Tsingtao beer brand will team with celebrity Chinese chef Martin Yan to offer consumers a chance to win a trip for two to China. The trip includes ten days of sightseeing excursions to Shenzhen, Macau and Hong Kong, plus one day of cooking classes at Yan's Culinary Arts Centre. "This unique sweepstakes will be promoted via take-one tear pads distributed at Tsingtao Beer displays," the company said.

California and Tennessee consumers will be able to purchase a Tsingtao bamboo steamer kit, which will be promoted via take-one tear pads distributed at Tsingtao Beer displays.

Tsingtao added that it is also partnering with Chinese sauce manufacturer Lee Kum Kee, launching consumer offers on Lee Kum Kee products in chain grocery stores across select markets.

The promotions will be supported by POS materials including a five-case stacker bin, easel cards and tuck-in cards, the company added.

Tsingtao Lager is brewed and bottled by the Tsingtao Brewery in China and imported exclusively by Crown Imports in the US.

Crown Imports is a 50-50 joint venture between Mexico's Grupo Modelo and Constellation Brands.

Last month, Tsingtao Brewery said that net profits for the first three months of 2008 leapt by 216.7% on the corresponding period a year earlier, reaching CNY129.6m (US$18.5m). Core sales in the quarter increased by 27.4% to CNY3.54bn.