'Yichang Beer' arrives in Yichang
2024-12-01 19:12:41
By Ma Yuhan, Gao Wei, Deng Yuqin also contributed to this article.
The first shipment of 40,000 cans of "Yichang Beer" arrived in Yichang on November 29 after a seven-day cold-chain transport from Almaty, Kazakhstan.
Photo by Lin Xiao.
The beer will be sold at three local supermarkets—Guomao, Beishan, and Yasi—for 9 yuan per can.
Despite its name, "Yichang Beer" is not brewed in Yichang; it is produced by the First Brewery in Almaty, which targets Central Asia and Russia.
In 2018, the brewery aimed to create a beer brand infused with Chinese elements. The name "Yichang" gained recognition in Central Asia and Eastern Europe, thanks to the export of Yichang black tea along the Silk Road.
With the Belt and Road Initiative's expanding global influence, the team registered the "Yichang" brand as a cultural symbol representing China.
Despite its name, "Yichang Beer" is not brewed in Yichang; it is produced by the First Brewery in Almaty, which targets Central Asia and Russia.
In 2018, the brewery aimed to create a beer brand infused with Chinese elements. The name "Yichang" gained recognition in Central Asia and Eastern Europe, thanks to the export of Yichang black tea along the Silk Road.
With the Belt and Road Initiative's expanding global influence, the team registered the "Yichang" brand as a cultural symbol representing China.
Photo by Lin Xiao.
The beer's packaging features green, gold, and red colors, along with cultural elements like dragons, towers, and Chinese characters.
Hubei Zhongha JiaNiang Trade Co., Ltd., based in the Yichang Comprehensive Free Trade Zone, imported the beer.
In August, company head Zhang Wei traveled to Almaty to finalize a deal with the First Brewery. The agreement grants Hubei Zhongha JiaNiang Trade Co., Ltd. exclusive distribution rights for "Yichang Beer" in Hubei Province.
Hubei Zhongha JiaNiang Trade Co., Ltd., based in the Yichang Comprehensive Free Trade Zone, imported the beer.
In August, company head Zhang Wei traveled to Almaty to finalize a deal with the First Brewery. The agreement grants Hubei Zhongha JiaNiang Trade Co., Ltd. exclusive distribution rights for "Yichang Beer" in Hubei Province.
Photo by Lin Xiao.
The company also plans to import other products from the brewery, including fruit-flavored, zero-alcohol, and malty beers.
