TSINGTAO

The world’s first beer festival on ice kicked off on Nov 13 at Genting Resort Secret Garden in Zhangjiakou, Hebei province, a 2022 Beijing Winter Olympics venue.

The program, organized by Chinese leading brewery Tsingtao, is aimed to offer the participants a combined Winter Olympics experience consisting of sports, beer, cuisine, music and passion.

In the venue, where six events at the 2022 Beijing Winter Olympics will be held, veteran coaches provide professional guidance to visitors. Participants of the beer festival, coming from round the country, said the combination of sports and cool beer has led to a unique feeling of happiness and satisfaction, and the event has also provided a new platform for social networking for young people.

A customer surnamed Lin said she got to understand the joy of winter sports for the first time. “In the past I knew that the crayfish is a right match for the beer festival; now I believe skiing is a perfect match, too.”

Another participant surnamed Zhao said it was his first time to drink Tsingtao beer in a world of ice and snow. “The Tsingtao beer with small ice pieces in it tastes awesome!”

But the joy of the beer festival on ice was not just about beer and sports. At the evening gala, there were hit music, energetic dances, interactive games and prizes sent to the star participants -- all adding more passion to the carnival.

The 2018 China’s Ice and Snow Industries whitepaper showed that the businesses mainly involve young people who have higher demand for the quality life and socially active. So, Tsingtao has decided to create the “beer festival on ice” to stimulate the enthusiasm of young people to participate in ice and snow sports, while continuing to deliver passion and joy.

As an advocate of fashionable lifestyle, Tsingtao has already launched a series of creative beer festivals in more than 50 cities nationwide, on the high-speed trains, on cruise ships, and in tents on the mountains. The beer festival on ice has only enriched the brewery’s portfolio.