China Now for Harbin

Harbin Chinese lager is to be the official beer supplier to China Now, a six-month-long festival of more than 800 Chinese events.

The festival programme covers the whole UK and features film, cuisine, art, literature, music, business and sports events.

A centrepiece of the sponsorship package will be a presence in the Taste of China area at the Taste of London food festival, in Regent's Park, from 19 to 22 June.

The area will give consumers the chance to taste signature dishes from leading Chinese restaurants and sample Harbin.

James Whitely, brand manager at Harbin supplier Anheuser-Busch Europe, said: "Harbin is a perfect fit for China Now, as the beer represents China's heritage and celebrates the country's brewing tradition.

"China has a fascinating beer history and we are excited to help bring Chinese culture to life in the UK."

This year's Beijing Olympics have sparked a flurry of activity on Chinese beer in the UK.

Halewood International's Tsingtao sponsored the recent Chinese New Year celebrations in London, and wholesaler Pierhead Purchasing has added Zhujiang to its extensive range of world beers.