The forecast revisions this quarter present a picture of increased negativity almost across the board. Nigeria was one of the few markets to receive an upgrade at the industry level, with several beer categories leading the way. Forecasts vary significantly under different macroeconomic scenarios, but the impact of less quantifiable “soft drivers“ underlines the importance of looking beyond economic factors.
With over 100-year history and German brewing technique, Tsingtao Brewery takes the absolute lead in Qingdao, with ubiquitous presence regardless of the retailing channel. Qingdao citizens regard Tsingtao beer as the pride of the city and Qingdao’s government greatly promotes the beer culture by building a museum and hosting a beer festival. The overwhelming popularity of Tsingtao beer leaves little room for external beer players in Qingdao.
As the birthplace of Tsingtao Brewery, Tsingtao beer is widely accessible in Qingdao regardless of retailing channels and formats. Unpackaged Tsingtao beer enjoys high popularity for its freshness. In addition, hypermarkets/ supermarkets offer a wide range of Tsingtao beer SKUs.
As a key coastal city in Northern China and an important trading port in Shandong province, Qingdao is the strategic market for wine distributors especially for foreign brands. Compared with beer where a local brand holds the absolute advantage, wine is easier to enter for external brands due to lack of leading brands and limited recognition of local brands.
Benefiting from the high-quality water of Laoshan (Mountain Lao), Qingdao has been the major city for yellow wine production in Northern China, enjoying a long history. In addition, local baijiu is highly appreciated for gifting and friends gathering for its high-quality water source.
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