Boosting brand awareness in Germany’s beer capital. Bold and innovative, such is the essence of TSINGTAO’s brand, and such is the mark they left as the sponsor of the Sommernachtstraum Festival in Munich. TSINGTAO pulled out all the stops for its 120th anniversary, confirming its place as a mainstay in the traditional Bavarian beer scene.







This year’s festival was presented by China’s second largest brewery, Tsingtao. And for good reason! The traditional Chinese brewery was founded in a German colony, and the founder is said to have learned the art of brewing in Munich – making it a partnership with real history.


With a branded sales booth, photo box, main-stage performance and VIP area, the Chinese brewery was undoubtedly the main sponsor of the event. Tsingtao was highly visible and well received on digital activations as well as at the POS, including for the beer itself and branded merchandise. This event shows the success of the brand in breaking into the traditional German beer market!


The cherry on top: evening fireworks marked the end of a day full of top-class live acts, culinary specialities, and a whole lot of summer fun!

Tsingtao : Sommernachtstraum Festival