For Paulaner Brewery Group, China is evolving from a key export destination into a localized growth platform. The Munich-based brewer has entered a long-term partnership with Tsingtao Brewery Company covering the import and exclusive distribution of Paulaner Münchner Hell in China, alongside the local production of a new lager developed specifically for Chinese consumers. Paulaner confirmed that production for all other international markets will remain in Germany.
The move reflects the growing importance of China, now Paulaner’s largest export market with volumes exceeding 400,000 hectoliters in 2025. The cooperation is structured as a licensing model, under which Tsingtao will produce the new lager locally. At the same time, Paulaner’s wheat beer portfolio, including its established Weißbier range and the Asia-focused Weißbier Light, will continue to be managed and distributed by Paulaner’s own Chinese subsidiary.
The new lager, scheduled for launch in summer 2026, marks the first time Paulaner has developed a beer specifically for the Chinese market. According to Jörg Biebernick, CEO of Paulaner Brewery Group, the country offers significant growth potential as the world’s largest beer market. The recipe combines Munich brewing tradition with local taste preferences and will be brewed using original German hops in accordance with the Bavarian Purity Law. To ensure consistent quality, Paulaner’s brewmasters will work closely with their counterparts at Tsingtao.
For Cai Zhiwei, Head of Sales & Marketing at Tsingtao Brewery Company, the partnership is also a step toward strengthening both companies’ positioning in China’s premium beer segment. Tsingtao, founded in 1903 and historically linked to German brewing traditions, remains one of China’s largest brewers and is majority owned by Chinese state-related investors, adding further weight to the cooperation.
The alliance builds on an already established relationship between the two brewers. In the USA, Paulaner’s subsidiary has for years handled the import and distribution of Tsingtao beers, taking over the role from Heineken more than a decade ago. Paulaner has also operated its own entity in China since 2015, which will continue to oversee the import and distribution of its broader portfolio.
With this step, Paulaner is shifting from a pure export-driven model toward a hybrid approach that combines imported flagship products with locally brewed, market-specific offerings—signaling a deeper commitment to long-term growth in China.
