Coastal city brims with China's largest beer festival

[Photo/CNTV]

The Mecca of the Chinese beer brewing industry. Millions are flocking there for an International Beer Festival until August 25th. But competitive drinkers will need a head for heady brews if they’re going to succeed in the drinking competitions.

Cheers, from China.

The froth, the fizz, the chink of glasses and the unmistakable aroma of beer. It must be the annual Qingdao International Beer Festival - the highlight of every Chinese beer drinkers calendar.

"It feels great and unique. Usually we drink with a small circle of friends, but today we are here to drink with people from all over the country, (PICS IN)and even other parts of the world. This is a great toast between Qingdao and the world." Zheng Fei, Businessman said.

This year is the festival’s busiest yet in its 20-year history. What’s on tap? Over 300 types of beer products, made by 27 brewers from 18 different countries.

But it’s no surprise that the local Tsingtao Beer is the most popular and ever-present. This 108-year-old brand is the symbol of the city, and to most of the residents, it’s the best beer in the world.

"Our market share is overwhelmingly larger than the imported beers. The reason is that we are the product of our own nation and deeply rooted here. Most Chinese consumers like Tsingtao beer." Sun Rentao, Sales Manger of Tsingtao Beer said.

But overseas brewers still see plenty of room for growth in the Chinese market, with over 1.3 billion potential drinkers.

Barbecues, music and a carnival atmosphere attract more and more Chinese, who are all to happy to try different flavours from various countries.

And as Chinese consumers become richer, they ARE buying more imported beers. In this increasingly beer-loving nation, Tsingtao is being joined by foreign brands like Heineken and Krombacher, as the wealthier new generation gets a taste for more exotic brews.