Tsingtao Brewery is one of the biggest beer brands in China. In the city of Qingdao in Shandong province where the beer is produced one can enjoy the original taste of the beer. The beer is also cheap, only about 10 cents a pound so most of us are financially able to enjoy the beer in large quantities. If you become too full, you can just doggy bag the beer, literally in a plastic bag.
In Qingdao almost every street shop is equipped with Tsingdao beer barrel and sterilized plastic bags. The 3.5% fresh beer is bought by pound and weighted to prevent gaseous volume manipulation. A pint of beer costs about 1.5 Chinese yuan which corresponds to approximately 24 cents.
The Tsingtao Brewery was founded in 1903 by German settlers and the first Tsingtao beer was served on December 1904. Because of the long history and the Western brand heritage, the Qingdaonese are very proud of the brewery. The company is now China’s second largest brewery with a 15% domestic market share. Tsingtao also has exported its beer abroad. The city of Qingdao commemorates its beer legacy by organizing the Qingdao beer festival annually on August.
So far, the bagged beer has not gone into mass production and it seems that the innovation will remain as an exclusive Qingdaonese novelty for quite some time. It is still uncertain when does bag packaging go mainstream in the beer industry. Some of ideas are already presented by Carlsberg and Degra Studio marketing agency.
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Tuomas P. // SMC Editor