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Tsingtao rings in new year.

Tsingtao rings in new year

The Chinese New Year officially begins on the evening of January 26, and Tsingtao Beer will ring in the Year of the Horse with a uniqueconsumer "zodiac" promotion developed for both on- and off-premise accounts.

"Our Year of the Horse promotion will boost Tsingtao awareness and sales," said Glen Steinman, vice president, Monarch Import Co., importer of Tsingtao. "It will also encourage consumers to drink Tsingtao not only during Chinese New Year but throughout the Year of the Horse."

During the promotion, Tsingtao customers will be able to identify their Chinese zodiac signs and their Year of the Horse horoscope by calling a special toll-free number.

Callers will also be randomly selected to win one of more than 600 prizes including the original Tsingtao Year of the Horse painting by Mou-sien Tseng, one of the greatest living Chinese master artists.

On-premise support will include banners, table tents and bottle neckers containing 1990 pocket calendars, while off-premise accounts will receive combination display cards/case cards, banners and bottle neckers detailing the sweepstakes. All items will feature Tsingtao's official Year of the Horse artwork.

An additional element to the program is Tsingtao Chinese New Year advertising in key national and regional Chinese newspapers.
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Title Annotation:Chinese beer promotion for Year of the Horse
Publication:Modern Brewery Age
Date:Jan 8, 1990
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