E-Malt.com News article: USA & China: Harbin Lager now available in USA for Chinese/Lunar New Year

Harbin Lager, an upscale Asian import beer brewed and packaged in China by the country’s oldest brewer Harbin Brewery Group Ltd., is now nationally available in the United States in time for the 2007 Chinese/Lunar New Year, according to Anheuser-Busch press room, January 22.

Harbin Lager is brewed with Chinese “Qindao Dahua” aroma hop varieties from China’s remote Northwestern regions, which create its complex floral and fruity hop aroma. It also is brewed with a blend of European aroma hop varieties and fine two-row malt for a balanced and round malty body, complex flavour and crisp finish. Harbin Lager’s unique yeast strain and traditional long and cold ageing process further enhances the beer’s nuanced aroma and crisp finish.

“Asian influence in the United States continues to grow and people of many different ethnicities are intrigued by Asian cuisine and culture,” said Thuy Vi Quach-Braig, alliance and import product manager, Anheuser-Busch. “Harbin Lager has a rich Chinese heritage, its taste differentiates it from other Asian beers and it’s an ideal accompaniment to spicy and aromatic Asian cuisine.”

Harbin Lager will be packaged in 11.2-ounce (330 ml) glass bottles available in six-pack carriers in grocery, liquor and convenience stores. The beer also is available in 20.3-ounce (600 ml) bottles, wrapped in unique transparent rice paper. This larger size, available in bars and restaurants, is ideal for consumers who wish to experience the true Chinese ritual of sharing beer from a larger, restaurant-style bottle. An elegant silver sharing vessel, available in select bars and restaurants, will be provided to keep the beer cold.

Harbin Lager, a two-time consecutive “China Top Brand” award winner, is helping to celebrate its national availability in time for the Chinese New Year with a stylish commemorative gift box set containing a 20.3-ounce (600 ml) bottle of Harbin Lager wrapped in red rice paper, a traditional red envelope containing a ceramic boar good-luck charm attached to a good-luck knot, and a “Year of the Boar” zodiac card insert.

Each lacquered wooden box is decorated in striking traditional Chinese/Lunar New Year colors – red signifying happiness and gold for prosperity. The red envelopes, known as “Hong Bao” in China, resemble those typically handed out by family and friends during Chinese/Lunar New Year. The gift set will be available in grocery, liquor and convenience stores in selected markets by late January and will be supported by print advertising and attractive bamboo point-of-sale displays.

Harbin Lager’s Chinese/Lunar New Year promotions will also include a program in upscale bars and Asian restaurants. Consumers will be offered red envelopes corresponding to their lunar birth year from a wooden box resembling the commemorative gift box. Each envelope will contain a good-luck charm for the selected birth year, and a zodiac card outlining the unique characteristics of those born in that zodiac year.

In 2004, Anheuser-Busch acquired Harbin Brewery Group Ltd, the fifth-largest brewer in China and leader in the Northeast region. Established in 1900, Harbin Brewery Group is China’s oldest brewer and its Harbin Lager is one of the few nationally recognized brands in the country. Harbin Brewery was the Chinese province of Heilongjian’s first company to win the “China Top Brand” award, which is presented every three years.

Based in St. Louis, Anheuser‑Busch is the leading American brewer, holding a 48.8% share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser‑Busch also owns a 50% share in Grupo Modelo, Mexico’s leading brewer and a 27% share in China brewer Tsingtao, whose namesake beer brand is the country’s best-selling premium beer. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2006. Anheuser‑Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and one of the world’s largest recyclers of aluminum cans.


24 January, 2007