This realization sparked the creation of the 'Back Rack Hack'—a strategy that flipped conventional product placement. Instead ...

The 21st Harbin International Beer Festival is set to open on July 20. [Photo provided to chinadaily.com.cn] The 21st Harbin International Beer Festival in Harbin, Heilongjiang province ...

Beer brand Harbin grew engagement and sales among young people in China during the 2022 FIFA World Cup with a packaging innovation that turned a multipack into a bench. In China, mass beer brands all ...

People watch a drone light show at the 22nd China Harbin International Beer Festival in Harbin, northeast China's Heilongjiang Province, July 6, 2024. The 22nd China Harbin International Beer ...

In China, mass beer brands all have very similar communications – showing popular idols having trendy gathering with friends. With a much smaller media budget compared to its competitors, Harbin ...