Tsingtao Brewery Co Ltd, the official domestic beer sponsor of the Beijing Games, thinks there is.

Low in alcohol and designed by young trendies, Huan Dong Beer is the new, trim face of Tsingtao, launched on March 28 to coincide with the 500-day countdown to the 2008 Games.

"This new beer is really hi-tech in the way it's produced," said Zhang Xueju, vice-president of the company. "It also tastes great."

Established in 1903, Tsingtao is the oldest brewery in China. Since linking its name to the Beijing Olympics in August 2005, sales of its signature brand have skyrocketed.

Now it plans to reach out to the world through sport while learning some new marketing tricks from other Olympic sponsors.

"Tsingtao Beer aims to become an international company and the Olympic Games is the biggest opportunity for us to achieve that," said Zhang. "We hope to raise our brand image worldwide by communicating with international customers."

According to its agreement with BOCOG, it will provide funds, beer products and related services to the Beijing 2008 Olympic Games, the Beijing 2008 Paralympic Games, BOCOG, the Chinese Olympic Committee and the Chinese sports delegation to the Beijing 2008 Olympic Games. It was also the sponsor of Chinese delegation to the 2006 Olympic Winter Games in Torino, Italy.

"When I went to the 2006 Winter Olympic Games in Turin, I saw a lot of activities held by major sponsors like GE and Coca Cola, so I picked up a lot of experience.

"Their Olympic marketing events helped me see things in a fresh light."

In February, the company also signed a sponsorship deal with China's phenomenally successful Olympic diving team.

"For us, the significance of the Olympics is that it is for everyone, not just for the well-to-do or celebrities," said president Jin Zhiguo. "Therefore our marketing activities should stay focused on mass participation."

The company plans to be the lead marketer at the Summer Games within three years while using the event to raise its international profile.