According to Fan, Tsingtao uses the low temperature fermentation process to give its yeast longer time to ferment and to enable the beer with rich aroma and freshness. Emphasizing the quality focus, he said, the pipes that convey the beer to the storage units are cleaned every day to ensure that there are no impurities.
"We also conduct frequent bacteria tests on the compressed air used in production."
Since China was a late entrant in the global market, companies like Tsingtao had to work overtime to gain brand recognition, said Fan. "That is why we (Tsingtao) are doing everything to see that our products are of exceptional quality or in some cases superior to our foreign counterparts."
Though Tsingtao has forged ahead with an innovation and quality focus, it has not forgotten the importance of having a huge marketing campaign to promote its product. The company has initiated a series of activities to rejuvenate its brand recognition in recent years.
It has launched several new products including special packages for festival events, high-end black beer and football packages to diversify and upgrade its portfolio.
Tsingtao beer is sold in more than 90 countries and regions and about 550,000 bottles are consumed daily across the world.
Lyu Chang contributed to this story.
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