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Beer wins, but not in Bavaria

Too much beer can dim the memory but Tsingtao has proven it’s anything but forgettable. The Shandong-brewed beer recently topped a poll looking to find the Chinese brand best known outside China. The survey was carried out in seven countries last December by Ipsos, a market research company, and Chinese magazine Global Entrepreneur. Tsingtao ranked top among the 39 companies mentioned, beating the likes of Lenovo, Haier and Air China.

A total of 18% of the 1,103 worldwide respondents said they had drunk it, making it the most recognised Chinese brand in the US, the UK, Japan, South Korea and Australia. Almost half of Japanese consumers polled said they had tried Tsingtao, and the only market where it didn’t feature in the top five was Brazil, in which Lenovo and Huawei were respectively the most recognised brands. But perhaps a bigger shock to the brewer will have been the findings in Germany. Tsingtao was set up by nationals of that country in 1903 as the Germania-Brauerei. In spite of that heritage, it ranked only second among German consumers, losing out to Lenovo.


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