The consumer
Broaden the audience.
Expand beyond the familiar restaurant setting to culturally curious consumers and a wider range of occasions.
← Selected workA global icon.
TSINGTAO / U.S. BRAND TURNAROUND
A global icon.
Reintroduced.
A new position in the market. A stronger expression of the brand. A commercial plan to bring it all together.
KAMMY’S ROLEBrand Director, Pabst Brewing Company
Leadership of Tsingtao’s U.S. brand
+10%U.S. VOLUME GROWTH
AFTER FIVE YEARS OF DECLINE
TSINGTAO / A HERITAGE WITH MORE TO SAYAFTER FIVE YEARS OF DECLINE
01 / THE OPPORTUNITY
The occasion
had become
the ceiling.
Tsingtao had global recognition. In the U.S., its identity was closely tied to one setting: the Chinese restaurant.
Five consecutive years of declining U.S. volume called for a different approach. Kammy’s challenge was to broaden the audience and the occasions in which people chose Tsingtao, while keeping its Chinese heritage at the center of the story.
As Brand Director at Pabst Brewing Company, she held full P&L responsibility for the U.S. brand and led a $3M marketing budget. The work connected brand positioning with packaging, sales leadership, distribution, and activation.
THE STARTING POINTA familiar beer.
A familiar beer.
A narrow occasion.
Chinese restaurants and an established consumer perception.
THE STRATEGIC DIRECTIONA confident global brand.
A confident global brand.
More reasons to choose it.
Broader audiences, occasions, and routes to market.
02 / THE STRATEGY
Six connected moves.
One brand ambition.
The positioning had to show up everywhere the brand met the market—from the pack to the people selling it.
The story
Make heritage an advantage.
Position Tsingtao as a confident global beer brand, retaining its Chinese heritage while expanding its relevance.
The expression
Bring the identity together.
Lead brand identity and packaging redevelopment alongside a national website redesign for the U.S. market.
The market
Create new points of connection.
Build visibility through retail opportunities, food and cultural events, and aligned activation plans.
The team
Connect strategy to selling.
Lead the high-end selling team, support account planning, and use CRM visibility to track opportunities and sales activity.
The incentive
Give the channel a reason to act.
Create and lead distributor incentive programs aligned with key selling periods, including international incentive trips.
BRAND IDENTITY · PACKAGING · DIGITAL
SELECTED BRAND ASSET03 / THE BRAND EXPRESSION
Built for the U.S.
Adopted globally.
The $500K brand redevelopment brought identity, packaging, and the U.S. website into a cohesive expression of Tsingtao.
What began as a U.S. initiative was subsequently adopted on a global scale. The work preserved the brand’s recognizable heritage while giving it a broader platform for relevance.
$500KBrand identity, packaging,
and website redevelopment
and website redevelopment
04 / THE RESULTS
THE U.S. TURNAROUND+10%
Volume growth following five
consecutive years of decline.
A stronger brand.
A more connected plan.
A return to growth.
20%&15%
Volume lifts during key selling periods across two consecutive incentive-program cycles.
Annual revenue improvement from work with sales and supply-chain teams on the brand mix.
Adoption of the identity, packaging, and website redevelopment initiated for the U.S. market.
These outcomes reflect distinct initiatives and measurement periods during Kammy’s brand leadership at Pabst Brewing Company.
05 / THE WORK, IN ACTION
Beyond the plan.
Into the world.
Brand events, media, retail, and distributor engagement brought the strategy into the market.
THE PERSPECTIVE I BRING TO BRANDS TODAY
The brand story and the commercial plan have to move together.
Positioning, packaging, and execution are connected decisions. I bring that full view to every engagement—from an established brand’s next chapter to a founder’s first launch.
Kammy ChahalNEXT / E. & J. GALLO WINERY