---
title: "Tsingtao Wheat Beer Strategy Launch: Savor Life, Experience Upgraded!"
description: "Against the backdrop of consumption upgrading, the beer consumption structure is also changing, with consumer demands showing new trends of personalization, diversification, and specialization. 'The first sip is different' is consumers' first impression of Tsingtao Wheat Beer. Since its launch three years ago, Tsingtao Wheat Beer has broken the dominance of foreign imported brands in the domestic wheat beer category, optimized the product to suit Chinese consumer tastes, developed a unique Chinese wheat beer flavor, gained positive market response, and become a leader in China's wheat beer category..."
author: "New Distribution"
publisher: "New Distribution"
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published: "2018-08-14"
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# Tsingtao Wheat Beer Strategy Launch: Savor Life, Experience Upgraded!

> Against the backdrop of consumption upgrading, the beer consumption structure is also changing, with consumer demands showing new trends of personalization, diversification, and specialization. 'The first sip is different' is consumers' first impression of Tsingtao Wheat Beer. Since its launch three years ago, Tsingtao Wheat Beer has broken the dominance of foreign imported brands in the domestic wheat beer category, optimized the product to suit Chinese consumer tastes, developed a unique Chinese wheat beer flavor, gained positive market response, and become a leader in China's wheat beer category...

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Against the backdrop of consumption upgrading, the beer consumption structure is also changing, with consumer demands showing new trends of personalization, diversification, and specialization.
'The first sip is different' is consumers' first impression of Tsingtao Wheat Beer. Since its launch three years ago, Tsingtao Wheat Beer has broken the dominance of foreign imported brands in the domestic wheat beer category, optimized the product to suit Chinese consumer tastes, developed a unique Chinese wheat beer flavor, gained positive market response, and become a leader in China's wheat beer category.
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On August 11, the Tsingtao Wheat Beer strategy launch conference, themed 'New Era of Craft Brewing, Savor Life', was held in Qingdao, Shandong. Tsingtao Brewery officially released its development strategy for Tsingtao Wheat Beer—to continuously build it into the No.1 brand in China's wheat beer category. He Yong, Deputy Secretary-General of the China Alcoholic Drinks Industry Association and Secretary-General of the Beer Branch; Fan Wei, President and Manufacturing President and Chief Brewer of Tsingtao Brewery Co., Ltd.; Cai Zhiwei, Marketing President; Dong Jianjun, Manufacturing Vice President; as well as celebrities from various industries and loyal fans of wheat beer attended the meeting.
Once an Aristocratic Exclusive, Now on the Common Table
Wheat beer, originating in medieval Germany, is also known as Weissbier. From its birth, it was crowned with the title 'aristocratic beer'. In 15th-century Europe, the right to grow wheat was held by the nobility, and commoners had no chance to brew or even drink wheat beer.
It was not until the end of the French Revolution that European commoners gained the right to grow wheat, and wheat beer subsequently spread in Bavaria, Germany. Wheat beer quickly became popular throughout Europe and became a standout among top-fermented beers. With the development of brewing technology, wheat beer once declined under the prevalence of 'bottom-fermentation' techniques, but later revived during Germany's 'Weissbier cultural revival movement'.
Today, wheat beer is popular in European and American markets. Its popularity in the Chinese market began three years ago with the launch of Tsingtao Wheat Beer. With its hazy, cloud-like pleasing appearance and delightful floral and fruity aromas, Tsingtao Wheat Beer quickly became a favorite wheat beer category among Chinese consumers, standing out and leading a new lifestyle trend.
Tsingtao Wheat Beer: Better Understanding Chinese Consumers
In 2015, Tsingtao Wheat Beer, with its 'first sip is different' appeal, won the favor of beer drinkers with its unique taste upon launch:
'The first time I drank wheat beer, I loved it. The taste is top-notch, with a blend of light floral and fruity aromas; the body is hazy and cloudy. This is the best wheat beer I've ever had...' Netizen 'Tianniu Xingkong' expressed his love for the beer without reservation.
Since the 'Wheat Beer Craft and Wisdom Crowd Creation Contest' started in May this year, many consumers who love Tsingtao Wheat Beer have expressed their life moments with the beer in their own ways.
It is understood that to brew the best wheat beer, Tsingtao Brewery's brewers conducted extensive research and analysis worldwide. For yeast alone, they selected multiple wheat beer yeasts from Germany and Europe, brewing each into beer to compare which best suited Chinese tastes. They also took great care with the wheat, which accounts for 40% of the ingredients, choosing wheat from the golden high-quality wheat zone at 36 degrees north latitude, and then innovating on the basis of traditional ancient brewing methods...
Caption: Fan Wei, President and Manufacturing President and Chief Brewer of Tsingtao Brewery Co., Ltd.
'The launch of Tsingtao Wheat Beer was closely aligned with market demand. We decoded various tastes and flavors, conducting thorough research on which ones consumers like and which suit the Chinese market,' said Fan Wei, President and Manufacturing President and Chief Brewer of Tsingtao Brewery Co., Ltd. 'We aim to better understand consumers' palates and hearts, achieving distinctive quality while meeting basic product quality.'
Originating from Europe yet continuously innovating, 'making the wheat beer that best understands Chinese consumers' requires strong technological strength and R&D capability. Tsingtao Brewery has the only 'State Key Laboratory of Beer Bio-fermentation Engineering' in China's brewing industry, providing professional assurance for translating consumers' taste experiences into quality products.
Savor Life, Taste Life in a Glass
Tsingtao Wheat Beer has won the affection of beer enthusiasts with its 'first sip is different' taste recognition. So how should wheat beer be drunk? At the event, Dong Jianjun, Manufacturing Vice President of Tsingtao Brewery, demonstrated the unique tasting secret of Tsingtao Wheat Beer—the Seven Steps of Pouring and Enjoying: Chill, Pour, Observe, Aroma, Swirl, Sip, and Savor—and released the new limited edition product of the Seven Steps.
Caption: Dong Jianjun, Manufacturing Vice President of Tsingtao Brewery, introducing the Seven Steps of Pouring and Enjoying
> Chill—Ice the beer and glass; best drinking temperature is 8-15°C;
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> Pour—When pouring, tilt the glass at a 45-degree angle;
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> Observe—Under light, the wheat beer body is thick and slightly white, hazy and cloudy; raise the glass to admire, pleasing to the eye;
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> Aroma—For a perfect pour and enjoyment, smelling is essential; bring the glass close to your nose, breathe gently, and the malt, beer, floral, and fruity aromas blend perfectly, leaving a lingering aftertaste;
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> Swirl—'Shake before drinking' to activate the yeast sediment at the bottom, causing bubbles to surge and fully blend with the liquid, enhancing the exquisite taste experience;
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> Sip—When drinking, take a small sip; let the liquid flow from the tip of your tongue to the back, covering the entire tongue surface; even after the last drop, you'll want more;
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> Savor—The finale of pouring and enjoying lies in savoring; a good beer embodies the essence of brewing art, integrates the pursuit of craftsmanship, interprets the perseverance of heritage, and contains the vitality of freshness; patiently savor and enjoy the long aftertaste.
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At the same time, Tsingtao Wheat Beer released the 2.0 version of the 'Chinese Craft Lifestyle White Beer Book', calling on everyone to pursue a joyful, heartfelt quality of life. 'Between each pour and sip, feel the taste of life; with a swirl and a look, slowly savor life in a glass.'
'Tsingtao Wheat Beer is a life prop with the greatest tolerance; any life scenario or mindset can be integrated into the various propositions of wheat beer,' said Ding Junjie, Dean of the National Advertising Research Institute, Professor and Doctoral Supervisor at Communication University of China, when discussing wheat beer. 'In a fast-paced life, wheat beer offers advice on living, using pouring and enjoying to express our love for life.'
In the earlier consumer research on wheat beer, designer Wang Xiaojing said, 'Wheat beer needs to be savored carefully and drunk slowly. This slow-paced tasting allows me to step away from busy work and enjoy a refined life.' Teacher Li Lei prefers the 'fresh floral and fruity aroma of wheat beer, which brings a first sip that is different.'
In the midst of clinking glasses and slight intoxication, wheat beer is not just a beverage; it represents a life attitude that emphasizes self-cultivation and the pursuit of individuality.
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