Harbin, China's oldest beer brand, achieved this elusive engagement through competitive video gaming, otherwise known as esports. Rather than re-branding their beer, the brand adapted to a novel ...

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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 ...

Marketing focusing on "fighting spirit" and modern packaging boosts its appeal, making it a leading imported beer. Harbin beer, launched in 1900, is a crisp lager named after its city of origin.

Its convenient location on the Sungari River not only lent itself to effectively oversee the construction work, but Harbin also connected with a new branch of the southern bound railway which led to ...