Chongqing - Recently, the Chongqing Municipal Commission of Economy and Informatization announced that from January to July, the city's industrial output value of consumer goods saw a year-on-year growth of over 4%, driven by steady gains in the food and agricultural product processing sectors.

A Chongqing Municipal Commission of Economy and Informatization representative said that the city will boost its consumer goods industry by focusing on new designs, materials, and applications while enhancing brand strengths.

Yulin Tea Co., Ltd. in Yongchuan, Chongqing, blended its premium Insun Yongchuan Xiuya tea with modern brewing techniques to create tea-infused craft beer. Since its launch in late 2022, the product has generated over 10 million yuan (USD 1.40 million) in annual revenue, with growth exceeding 20% annually.

Workers are processing freshly picked tea leaves. (Photo/Yulin Tea Co., Ltd.)

Tan Lin, General Manager of Yulin Tea Co., Ltd., stated that the tea-infused beer mainly targets the Chongqing market and consumers who appreciate local culture and specialty products, including tourists and businesspeople seeking unique experiences. 

Consumer feedback has praised the beer's rich tea aroma and robust malt flavor, offering a pure blend of malt and tea without additives.

Interestingly, according to Tan, in addition to tourists and business professionals, the beer has grown popular with tea enthusiasts and is sold primarily through the company's tea retail partners.

Its promotion goes beyond traditional advertising and exhibitions, leveraging the cultural value of tea itself. By combining online and offline channels with modern social media, the brand has strengthened consumer recognition of both tea and beer cultures.

Yongchuan Xiuya Beer. (Photo/Yulin Tea Co., Ltd.)

Blending traditional tea with modern brewing techniques, the "tea plus" concept revitalizes traditional products and caters to diverse consumer needs, particularly among younger audiences.

"Tea Plus" blends products and cultural symbols. This tea-infused beer fuses Yongchuan Xiuya, a geographical indication product, with innovative craftsmanship to offer a unique consumer experience.

China’s younger generation has a deep appreciation for tea culture. They not only value tea for its health benefits but are also intrigued by its cultural significance and brand stories.

The intense competition among Chinese tea brands like Chayan Yuese and Chagee highlights this trend. Tea-based products now incorporate tea culture and traditional Chinese elements in naming, packaging, and marketing to attract consumers.

Chongqing's consumer goods industry has shown strong vitality through constant innovation. The success of the "tea plus" concept demonstrates that combining regional specialty products with modern consumer trends can open new markets and create distinctive brand value.