The journey of a bottle of beer can be extraordinary, especially when driven by passion. On June 6th, an event titled "Scaling New Heights, Sharing the Passion" was held at the Tsingtao Brewery to welcome mountaineer Xi Zuohui back from his successful Everest summit and to mark the establishment of Tsingtao Brewery's "Jiu You" (Longtime Friends) community for its esteemed consumers.
Over ten consumer representatives gathered to honor this adventurer who carried Tsingtao Beer to the top of the world. Li Hui, Vice President and Chief Marketing Officer of Tsingtao Brewery Co., Ltd., presented Xi Zuohui with a certificate appointing him as an "Honorary Experience Ambassador" for the brand. He also presented him with a championship cup symbolizing glory and passion, along with a personalized commemorative edition of beer.
The number 8848 marks the height of Mount Everest, the pinnacle of our planet. The year 1903 signifies the birth of Tsingtao Beer, embodying over a century of craftsmanship. When these two numbers converge, it transcends a mere combination of time and space. It represents the courage of an individual measuring his dreams with passion and resonates as a shared spirit between a century-old brand and all who harbor dreams in their hearts.
"Carrying Tsingtao Beer up Everest was truly an unforgettable experience. My teammates all knew I had brought it, and eventually, they stopped calling me by my name. From a distance, they'd shout 'BEER, BEER! TSINGTAO BEER!'" Recounting the journey, Xi Zuohui's face still beams with pride.
"Before setting off, I specifically packed two bottles of Tsingtao Beer—one against my chest and another in my guide's backpack, in case one burst or leaked. From purchasing it at a supermarket in Qingdao, taking a helicopter to Everest Base Camp (EBC), and progressing through Camps 1, 2, and 3 to the final push from Camp 4, that bottle of Tsingtao Beer remained against my chest all the way to the summit at 8,848.86 meters."
The moment the bottle was opened, foam erupted. It was no longer just popping a cap; it was an emotional celebration, a personal act of elevating one's passion for life to the top of the world. This passion stems from Xi Zuohui's unwavering trust and fondness for Tsingtao Brewery Co., Ltd. (HKEX: 00168).
At the event, Jiang Huan, Technical Director of the Production Technology Management Headquarters at Tsingtao Brewery Co., Ltd. and a National-Level Beer Taster, expressed respect and gratitude to the courageous climber for his recognition of the product's quality.
"Tsingtao Brewery has always adhered to its founding principle of 'good people brew good beer,' integrating the pursuit of quality into every single bottle. This passion is essentially the same as Mr. Xi Zuohui's passion for climbing—both are about striving relentlessly toward the highest peak in one's heart. It is precisely because of the companionship and recognition from our consumers that Tsingtao Brewery can walk more steadily and go further on the path of quality," stated Jiang Huan.
Coinciding with the eve of China's national college entrance exams, Xi Zuohui offered sincere encouragement to the students. "We all went through that stage. It is just one small test in life. We should take it seriously but not be overly nervous, as the road ahead is long. Climbing Everest is like taking the exams; both are ultimate challenges to one's will and faith. Every step in the climb tests courage and perseverance. Scale your peaks, share your passion, and good luck on your exams!"
Raising a Glass to Every Passion
Reaching the world's summit to crown a passion is not just one person's climb; it is a profound resonance between a century-old brand and all dreamers. At the event, Tsingtao Brewery's "Jiu You" (Longtime Friends) consumer community was officially launched. Using the homophone for "drinking buddies," the name "Jiu You" cleverly blends the camaraderie of friends over a drink with the brand's centennial heritage.
The initiative aims to bring together consumers with shared preferences, discovering more individuals with dreams, sentiments, and stories. It seeks to transform beer into an emotional medium that connects people with each other and with the brand, extending the scene of "joyful gatherings over a drink" beyond clinking glasses to daily interactions and emotional companionship.
From being an "old friend" that accompanies growth and witnesses celebrations to now following climbers to the top of the world, Tsingtao Beer has long been integrated into the daily lives and significant moments of countless people. Consumers cast their most genuine "vote of trust" through repeated purchases and word-of-mouth praise. It is this affection, originating from consumers, that keeps the "Century-Old Tsingtao" vibrant and ever-renewing.
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