Tsingtao ushers in the Year of the Rat
Halewood International has followed up its recent distribution deal for Tsingtao Chinese beer by signing as a sponsor of the Chinese New Year celebrations in London.
The brand will appear on big screens in Trafalgar Square on Feb 10 for the festivities to mark the start of the Year of the Rat .
There will also be banners in Leicester Square, adjacent to the capital's popular Chinatown district.
Tsingtao material will appear in literature relating to the event.
Halewood sees the sponsorship as a way of bringing the brand to a wider audience than the Chinese restaurant and grocery sector, where it is already strong.
Marketing controller Richard Clark said it would "underpin our growth strategy in multiple grocers".
Tsingtao is an official sponsor of this year's Beijing Olympics, and Halewood aims to make it the leading imported Asian beer brand in the UK market by around the time of the next games in London in 2012.