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A news conference for the 2014 China-Datong Snow Beer Festival was held in Datong on June 26. As part of the city’s cool summer tourism project, this festival will be held in the underpass of Datong’s ancient city wall.

Snow Beer, known as one of the leading companies in China’s beer market, has persisted in its brand promotion combining brand communications, production marketing and consumer experience. Apart from the Shanxi province final of a beer drinking contest, the organizers are also inviting famous singers to join in the celebrations.

In this event, Datong’s administration is combining national culture, urban culture and enterprise culture, which both enriches citizen’s spare time, and promotes its local brand.