Mission Statement, Vision, & Core Values (2026) of Tsingtao Brewery Company Limited.

From its founding in 1903 to becoming China's second-largest brewer with roughly 15% domestic market share and responsible for about 50% of the country's beer exports, Tsingtao Brewery Company Limited (0168.HK) blends deep heritage with modern ambition-operating over 58 subsidiaries across 20 provinces and placing products in more than 100 countries, earning a coveted AAA Brand Finance rating as the World's Strongest Beer Brand in 2024 while pursuing sustainability targets like sourcing 50% of energy from renewables by 2025 under a mission of 'Creating Joy for Life,' a vision to build globally influential brands, and core values centered on craftsmanship, innovation, and relentless excellence.

Tsingtao Brewery Company Limited (0168.HK) - Intro

• Founded: 1903 - one of China's oldest modern breweries.
• Domestic position: Approximately 15% of China's beer market (second-largest brewery in China).
• Export footprint: Accounts for roughly 50% of China's national beer exports; products sold in more than 100 countries.
• Operational footprint: Over 58 wholly owned or holding subsidiaries and 2 jointly owned/operated breweries across 20 provinces, municipalities, and autonomous regions.
• Capital markets: Listed on the Hong Kong and Shanghai Stock Exchanges since 1993 - the first Chinese company dual-listed on both markets.
• Brand recognition: 2024 - recognized as the World's Strongest Beer Brand with an AAA rating by Brand Finance.
• Awards: Multiple international accolades including European Beer Star Gold (Germany) and World Beer Championship Gold (U.S.).

Mission

• To brew and deliver high-quality, culturally resonant beers that connect Chinese brewing heritage with global tastes.
• To drive sustainable growth by balancing product excellence, consumer trust, and responsible production practices.

Vision

• To be the most respected Chinese beer company worldwide - expanding global reach while preserving Tsingtao's heritage and brewing standards.
• To lead in premiumization, innovation, and international brand influence, building on its position as a top exporter and the 2024 Brand Finance AAA ranking.

Core Values

• Quality-first: Continuous improvement in brewing processes, raw materials sourcing, and quality control.
• Heritage & authenticity: Upholding brewing traditions that date back to 1903 while adapting to modern consumer preferences.
• Integrity & transparency: Responsible corporate governance and dual-market public listing accountability.
• Global ambition: Commitment to expanding presence in 100+ markets and sustaining export leadership (approx. 50% of national exports).
• Sustainability & community: Reducing environmental impact across 58+ subsidiaries and engaging with local communities where breweries operate.

For an in-depth financial perspective and investor-focused metrics, see Breaking Down Tsingtao Brewery Company Limited Financial Health: Key Insights for Investors

Tsingtao Brewery Company Limited (0168.HK) - Overview

• Mission phrase: 'Creating Joy for Life' - emphasizes consumer experience, consistent product quality and lifestyle positioning.
• Craftsmanship credo: 'Good People Brew Good Beer' - highlights integrity, skilled brewing staff and process control as business foundations.
• Strategic aspiration: 'A World-Class Enterprise With Globally Influential Brands' - commits to global expansion, premiumization and long-term brand equity.

• Sustainability target: aim for 50% of energy consumption from renewable sources by 2025 (company-declared environmental target).
• Quality and safety: ongoing capital allocation to brewing technology, quality labs and cold-chain logistics to protect brand reputation.
• Brand investment: sustained marketing spend and product innovation focused on premium and export segments.

• Quality first - strict brewing standards, HACCP and industry certifications.
• Integrity & accountability - corporate governance aligned to H-share disclosure and minority shareholder protections.
• Innovation - product R&D, packaging and route-to-market experimentation to capture premium segments.
• Sustainability - energy transition, water stewardship and circular packaging initiatives tied to operational KPIs.
• Stakeholder value - balanced capital allocation between capex, dividends and brand investment.

• Premiumization - raising ASP (average selling price) mix to drive gross margin expansion.
• Export and licensing - leveraging brand recognition in overseas markets and duty-free channels.
• Efficiency - brewery modernization, logistics optimization and reduced energy intensity.
• Brand & marketing ROI - measured marketing investments to sustain awareness and price integrity.

Tsingtao Brewery Company Limited (0168.HK) - Mission Statement

• Become a first-class global company with internationally influential brands by accelerating overseas market expansion and investment in premium segments.
• Refine core businesses through provincial bases and market hubs to deepen regional penetration and operational efficiency.
• Enhance product portfolio competitiveness and brand influence via premiumization, innovation, and targeted marketing.
• Deliver sustainable financial performance and shareholder returns while maintaining operational resilience and supply-chain stability.

Strategic priorities tied to the vision

• Portfolio premiumization - increase share of high-margin and premium SKUs to lift overall ASP (average selling price) and margin profile.
• Regional hubs - consolidate production and distribution through provincial bases to reduce logistics costs and improve service levels.
• International footprint - expand into priority overseas markets, leveraging export channels and local partnerships to grow export volumes.
• Brand building & marketing - invest in national and overseas campaigns, sponsorships, and digital initiatives to grow brand equity.
• Operational excellence - optimize breweries, modernize packaging lines, and adopt data-driven demand planning to improve capacity utilization.

Key performance indicators and recent numbers (select metrics)

• Capital allocation emphasis: sustain capex for brewery upgrades, channel & logistics investment, and directed M&A/partnerships to secure strategic overseas distribution.
• Brand & R&D spend: increase proportion allocated to premium brand development, packaging innovation, and new-product launches to capture evolving consumer preferences.

Tsingtao Brewery Company Limited (0168.HK) - Vision Statement

• Forge ahead with determination: operate with resilience, long-term perspective, and disciplined execution to capture growth opportunities domestically and abroad.
• Strive for excellence: pursue product quality, operational efficiency, and brand leadership across all markets and channels.
• Respect tradition, promote innovation: preserve brewing heritage and signature quality while investing in R&D, new formats, and digital commerce.
• Keep the promise for further achievements: measurable commitments on profitability, sustainability, and market expansion, with accountability to stakeholders.

• Strategic priorities aligned with core values:
  • Premiumization: increase share of high-margin SKUs to lift gross margin.
  • Innovation: R&D pipeline for functional and craft-style beers, packaging upgrades, and brewing efficiency.
  • Digital & channel transformation: strengthen e-commerce, modern trade, and on-trade partnerships.
  • Sustainability & supply chain resilience: energy efficiency, water stewardship, and responsible sourcing.