An advertising push for Chinese beer brand Tsingtao has begun in the US.

The brand's importer, Crown Imports, said yesterday (20 February) that the print and outdoor campaign, which will appear in a variety of outlets including beverage trade publications, plays on the "potentially challenging name" of the brand.

Print ads will run weekly in Time Out New York magazine with one ad in the 2007 Eating and Drinking Guide. Outdoor creatives will also be featured in New York and San Francisco. New York executions will run from June until October and San Francisco executions will run from May until December.

"The new Tsingtao ads are designed to convey an 'Asian cool', yet contemporary image," said Tom Willett, Tsingtao marketing manager for Crown Imports. "The campaign's headlines and stylish lounge setting promote Tsingtao's authentic Chinese heritage and premium Asian beer brand positioning."

Crown Imports is a beer distribution joint venture in the US between Constellation Brands and Grupo Modelo. The unit also handles St. Pauli Brauerei's beers from Germany, and Modelo's Corona brand from Mexico.