TSINGTAO

The world’s second largest beer brand gets a bespoke Australian flavour

They Said

“The Pineapple team took over our AU brand strategy and all facets of our digital efforts. They immediately showed their breath of strategic thinking. The short, and funny posts have seen our engagement jump more than double, and our Instagram is off the charts. They now manage our entire brand strategy here in Australia making our lives significantly easier”. ~ John Le, Managing Director

Overview

This seminal beer brand is distinctly Chinese, sells 3 to 1 of Heineken, and tastes like a high brow European pilsner. Tsingtao AU is now trying to crack into one of the most popular craft beer markets in the World.

The Project

Pineapple is tasked with getting this massive Chinese beer brand into the hearts and minds of Australian craft beer aficionados, while maintaining the integrity of the brands’ heritage.

We Delivered

Finding a unique positioning in a market dominated by Ales, Pineapple executed on Tsingtao first ever flagship bar outside of China, local brand strategy, increased distribution and beer sales, sponsorship, activations, partnerships, and social media:

  • Target audience overhaul and new go to market approach
  • Developed Sydney Universities first co-branded bar ‘Tsingtao Hermann’s Bar’ in Newtown, distributing the full range for the first time outside of China.
  • An Australianised brand positioning implemented across the business.
  • Facebook and Instagram full management overseeing reach to over 3M Australians, competitions with 100% fulfilment, an increase in engagement from average 221 to 376 (41.23%) and fan numbers up 25.2%.