Tsingtaos new packaging taps into Chinese New Year celebrations

Tsingtao's new packaging taps into Chinese New Year celebrations

Tsingtao's UK distributor has unveiled limited-edition Chinese New Year packs for the beer.

Halewood International said today the commemorative packaging will feature on 12x64cl, 24x33cl and 4x33cl packs across all channels from the beginning of this month. Chinese New Year, which follows the lunar calendar, falls on 19 February this year.

Halewood said the packs will “create significant standout on shelf and drive sales at a time when Chinese food is front-of-mind amongst consumers”. 

The company will partner with retailers on food matching offers and in-store promotions in the lead-up to Chinese New Year.

In November, an analyst claimed that Tsingtao is unlikely to become a succesful global brand in the near future as it has "never succeeded in establishing an emotional resonance with consumers".