Home » Bartending News » Industry News » TSINGTAO CELEBRATES LUNAR NEW YEAR
Paulaner USA, the exclusive U.S. importer of Tsingtao, the #1 Chinese imported beer in the U.S., raises a glass to the Year of the Horse, celebrating Tsingtao’s continued momentum nationwide. To mark the occasion, Tsingtao is unveiling Savor the Success, Savor the Unexpected, a multi-faceted initiative that blends tradition, modern celebration and consumer engagement, including limited-edition packaging and a national sweepstakes designed to share the spirit of success with consumers across the U.S.
A key contributor has been Tsingtao’s long-standing partnership with Paulaner USA, which continues to invest in the brand through expanded national programs and a belief in the brand’s future in the U.S. The momentum is also supported by sustained growth and strong performance across the U.S. market. According to IRI data, Tsingtao posted a 16% sales increase over the last 52 weeks, outpacing the total Asian Imports category, which grew 13% during the same period. This growth reflects continued consumer demand and expanded availability, with the general market delivering a 2.2% increase in sales alongside a 16.8% gain in distribution.
“As consumers gather to celebrate Lunar New Year, we’re proud to support a brand like Tsingtao that brings families and communities together,” says Andy Glaser, President and CEO of Paulaner USA. “That relevance, paired with Tsingtao’s continued growth in the U.S., speaks to the brand’s enduring appeal and strong connection with today’s consumers.”
As part of the Savor the Success, Savor the Unexpected program, Tsingtao will debut its 2026 Year of the Horse limited-edition packaging, designed to capture the spirit of power, speed and success. The bold red horse, inspired by the legendary “Red Hare,” symbolizes ambition and good fortune for the year ahead, offering a striking, collectible expression of the brand’s heritage and forward momentum. The limited-edition packaging will be available in 6-pack bottles and 24 packs, creating strong shelf presence across channels.
From now until March 11, 2026, consumers can visit www.TsingtaoLunarNewYear.com and take part in an interactive digital game offering the chance to instantly win weekly cash prizes, and be entered for a chance to win a $100,000 grand prize!
Tsingtao remains a staple of Lunar New Year celebrations across the U.S. Traditionally associated with joy, good fortune, and togetherness, the holiday provides a meaningful backdrop for Tsingtao’s continued engagement with consumers during one of the most important cultural celebrations of the year.
“The Year of the Horse represents progress and forward momentum, values that align closely with Tsingtao’s journey in the U.S.,” said Harry Liu, Vice President of International, Tsingtao Brewery. “As we celebrate the Year of The Horse, we’re proud to continue sharing our heritage with consumers while embracing modern traditions and new opportunities for growth.”
The partnership reflects a long-term commitment from both Paulaner USA and Tsingtao, with Paulaner USA continuing to invest in the brand through expanded distribution, national programming, and hands-on market support that has helped sustain Tsingtao’s momentum in the U.S.
Founded in 1903, Tsingtao Brewery has grown into one of the most recognized beer brands in the world and is now the sixth-largest brewer globally, with availability in more than 120 countries worldwide. Known for its pleasant aroma, balanced taste, and rich brewing tradition, Tsingtao continues to be a natural centerpiece for Lunar New Year gatherings centered around family, tradition, and shared joy.
For more information about Tsingtao, head over to www.tsingtao.com or follow them on Instagram, @tsingtao_usa
