China’s oldest beer brand Harbin has won over the elusive audience of males aged 18 – 29 through a series of collaborations and sponsorships of China’s eSports teams. Harbin Beer has ...

As brands wrestle with AI capabilities, omnichannel orchestration, and stretched budgets, Harbin Beer’s retail campaign proves that innovation doesn’t have to be loud or expensive to be smart – it has ...

In China’s small street shops, crowded fridges often push beers to the back — out of sight and out of reach. But Harbin Beer saw an opportunity where others saw a disadvantage. The brand uncovered a ...

To ensure maximum scalability and impact, Harbin Beer rolled out the “Back rack hack” across many stores in southern Chinese towns. The innovation was supported with bold, eye-catching visuals ...

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 ...

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 ...

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 ...

Many Chinese consider drinking beer an essential part of their summer ... in a number of cities across the country, including Harbin, Shijiazhuang, Jinan and Chongqing. Major sporting events ...

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 ...