Paulaner USA was named the exclusive U.S. importer of Tsingtao, the largest selling Chinese beer in the U.S. , effective April . the Tsingtao portfolio includes its Classic Lager, Pure Draft and 0.0 styles. The portfolio will be available in all 50 states.
“We are excited by the opportunity to add the premium brands of Tsingtao to the Paulaner USA team,” stated Steve Hauser, president/CEO . “We believe that we can offer the brands the support and strategies necessary to expand their business beyond its traditional Asian restaurant base.”
Paulaner USA’s Paulaner and Hacker Pschorr brands were among the fastest growing German beers in the U.S. as measured by IRI in 2020. The company’s focus on the liquor, grocery, mass merchandising and convenience channels resulted in these gains.
“For many years Paulaner USA sourced a significant portion of its business from the on-premise, particularly in German restaurants. Over the past five years we recognized that if we were to grow our business substantially, we needed to expand our off-premise presence, while maintaining our core restaurant base. The strategies and tactics that drove our German brand growth apply perfectly to the opportunity to grow the Tsingtao business,” concluded Hauser.
In commenting on the new relationship, Franklin Ma, Chairman of Tsingtao Brewery International, said, “In 1903 were German masters.” Tsingtao beer is regarded as a fusion of west and east, bringing together a unique formula of bold Chinese craftsmanship, and refined German technology and the most extraordinary selection of ingredients.
Paulaner USA is in the process of developing its plans for the business in anticipation of the transition from the current importer on April 2. As those plans develop, the company will provide additional relevant details.