Zhu Yongli, from the Czechish ern Hora Beer Palace, says he was very surprised at the popularity of Czech beer.

"We sold 300 barrels (30 liters per barrel) in total, and another 200 are still on the way. We are considering increasing our imports of Czech beer next year," he told China Daily. At 100 yuan ($16) for 1 liter, it was one of the most expensive beers at the festival. But that did not come in the way of sales.

"Some people also bought crates of beer to give as gifts for the upcoming Mid-Autumn Festival," Zhu says.

He adds that the festival has emerged as a special platform for cultural exchange.

"We attach great importance to cultural exchanges and are planning to introduce more of Czech culture to tourists here. Only by integrating elements of Czech culture with the beer festival can we say we have offered a taste of authentic Czech beer," he says.

The beer drinking contest is a highlight of the festival.

Li Baocheng, a 31-year-old local and champion for the third year, is somewhat of a celebrity in the city.

A festival regular for the past five years, he walked away with the top prize of a car for downing 3 liters of beer in one minute.

The festival is also a magnet for foreigners.

Jone Favitta, a tourist from the United States who flew down to Qingdao from Beijing especially for the festival, says, "I was downright thrilled. It did not let me down.

"We didn't know each other before, but are friends now. It is a magical place. We sat down along these tables, toasted each other and then naturally became friends," Favitta says, drinking from a large mug while talking and laughing with the locals.

Qingdao Mayor Xia Geng says the annual festival is now an internationally recognized event and successfully combines tourism and culture promotion.