Paulaner develops a beer specifically for the Chinese market for the first time

Paulaner drives international growth through a strategic partnership with Tsingtao in China

27-Mar-2026

The Paulaner Brewery Group enters into a strategic partnership with Tsingtao

Paulaner Brauerei Gruppe

Level and pressure sensors with colour display for hygienic processes in the food industry

The Paulaner Brewery Group enters into a long-term partnership with the traditional Chinese brewery Tsingtao. The cooperation includes the import and exclusive distribution of Paulaner "Münchner Hell" in China as well as the production of a lager specially developed for the Chinese market. The production of Paulaner beers for all other markets will continue to take place in Germany.

To ensure the high Paulaner quality standard, the Paulaner master brewers work closely with the brewers in Tsingtao. The recipe was developed with the aim of combining Munich's brewing tradition with the trends and consumption preferences of local consumers. Accordingly, the new lager - which is planned for the 2026 summer season - will be brewed exclusively with original German hops and in accordance with the Bavarian Purity Law.

"China is a strategically important market for us," says Jörg Biebernick, CEO of the Paulaner Brewery Group. "As the largest beer market in the world, it offers considerable potential for our international growth strategy. In the wheat beer segment, we are already one of the leading brands in the Chinese market - with a clear ambition to further expand our position. With Tsingtao, we have a strong partner at our side with whom we want to tap further market potential and consistently expand our presence in the Chinese market," Biebernick concludes.

"The collaboration with Paulaner is an important step towards strengthening the positioning of both partners' products in the premium segment in a targeted manner," says Cai Zhiwei, Head of Sales & Marketing at Tsingtao Brewery Company. "For Tsingtao, quality is paramount - with the clear aim of offering consumers the best products. This value is largely in line with that of Paulaner and forms the basis for a strong partnership between two leading beer brands. Together, we will achieve a synergy effect where one plus one is more than two, offering consumers a more diverse and higher quality beer experience."

Tsingtao Brewery was founded in 1903 and looks back on a long brewing tradition. Historically, it is closely linked to the German brewing process and is now one of the best-known and largest breweries in China. The two companies are already working together successfully in the USA and Europe. The partnership, which has now been expanded, is a logical extension of this collaboration.

Paulaner has been represented by its own company in China since 2015. This company will continue to be responsible for the import and distribution of all other products of the Paulaner Brewery Group in the country. The new partnership complements the company's existing market strategy and strengthens its long-term presence in the Chinese market.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

https://www.yumda.com/en/news/1188371/paulaner-develops-a-beer-specifically-for-the-chinese-market-for-the-first-time.html