Bringing Chinese Beers Mainstream (2/2)

Tsingtao’s importer, however, is happy to be known as a Chinese beer from China. Jim Ryan, CEO of Chicago-based Monarch Import Co., the exclusive importer of Tsingtao since 1978, said, “We are trying to market the authentic experience, the beer that is absolutely Chinese.” Tsingtao’s typical customers, who bought 1 million cases of it in the United States in 2002, are diners in Chinese restaurants and shoppers at Asian groceries, Ryan said. “We continue to direct the bulk of our resources into Chinese restaurants.” Monarch Import Co. is part of a company that imports nine different beers, including Corona. Last year, Corona sold about 90 million cases in the United States. Overall, imported beers accounted for 11 percent of the 2.8 billion cases of beer sold in 2002. Before Harbrew signed the sponsorship deal with the Rockets, the basketball team had contacted Tsingtao about a similar deal. Ryan said the talks never progressed into a face-to-face meeting. “For our position in the market place, and the cost effectiveness of it, that particular marketing opportunity didn’t work for us.” he said. Still, Monarch Import Co. is expanding beyond the restaurants and Asian markets. Tsingtao Beer was featured in the recent action flick “Bulletproof Monk” starring Chow Yun-Fat and Sean William Scott. Monarch Imports also placed high-profile Tsingtao ads on billboards, bus shelters and taxi tops in the key markets of Los Angeles and San Francisco. “We never underestimate a competitor,” Ryan said, “but we will defend our position as the number one Chinese beer.” Both Chinese beers are a long way from rivaling the big American brands. “At least for the short term it is going to be a novelty item,” said Jim Broadwell, who sold Yanjing as manager of the beer concession at the (formerly known as) Compaq Center. He said Yanjing sales were on par with other imports, which were all small. “Budweiser, Bud Light, Miller Lite, Coors Light, are 90 percent of our business.” he said. Source: http://www.jrn.columbia.edu/studentwork/cns/2003-06-03/312.asp Article by Chuck Bennett