Tsingtao announces the 2011 ‘Legacy of Taste’ finalists

Tsingtao, distributed in the UK by Halewood International, has announced the finalists of its 2011 renowned ‘Legacy of Taste’ competition as the search for the nation’s favourite Chinese restaurant reaches its final stage.

Now in its fourth successful year running, Tsingtao Legacy of Taste was created to promote an annual celebration of Chinese food and Tsingtao Beer, providing trade support to the restaurant sector and helping to drive awareness of the brand among consumers. The competition has become a symbol of prestige and authenticity for winning restaurants and a recognition that restaurants in the industry are now striving to attain.

The finalists – Kai Mayfair in London, Grand Imperial also in London, and Yang Sing in Manchester received the most public votes out of a substantial 1000 restaurant that were nominated for the competition by the general public. The competition received a record number of 7,798 votes at www.legacyoftaste.co.uk from restaurant goers across the country supporting their favourite restaurant.

Leading the voting panel, Celebrity chef Ching He Huang along with Food Archaeologist and TV Presenter, Alan Coxon, Halewood International’s International Sales & Marketing Manager, James Wright and Cathay Pacific’s Catering Manager, Antony Edwards are currently visiting each of the finalists’ restaurants for filmed tasting sessions which will each be viewed at a private screening during the final award ceremony in November when the winner will be announced. The judges will score each restaurant on a range of criteria including their signature dishes and hospitality.

All finalists will be invited along with guests from the industry to preview the judging films at the Hilton’s Courthouse Doubletree before enjoying a fine dining experience followed by a presentation to the winner by Ching He Huang.

This year the Tsingtao Legacy of Taste competition, in association with Cathy Pacific, offered two flights to China as part of a consumer competition to incentivise the general public to vote for their favourite Chinese restaurant.

Tsingtao Legacy of Taste POS kits, consisting of posters, call to action voting cards and table talkers were distributed to over 3,000 Chinese restaurants to encourage diners to vote.

Tsingtao pack formats included a 330ml and 640ml bottle, as well as a 6 pack 330ml format, all of which were targeted across On–Trade, multiple grocers including Tesco, Morrison’s and Waitrose, as well as the ethnic grocery and Chinese restaurant markets.

James Wright, International Sales & Marketing Manager at Halewood International comments: “Tsingtao started the Legacy of Taste competition to support the Chinese restaurant industry within the UK, over the past four years we have seen the standard of entries grow significantly and restaurant receiving regional and national acclaim for their efforts.

“With the tasting sessions underway the judging panel are already very excited about this year’s final.”