Success Case Study: Harbin Beer – Making an age-old brand relevant to China’s Millennial male consumers

2018-06-27
Price :
Published : Jun-2018
No. of Pages : 19

Success Case Study: Harbin Beer – Making an age-old brand relevant to China’s Millennial male consumers

Summary

Harbin is one of the oldest and most successful domestic beer brands in China. In order to reposition the beer, AB InBev rolled out a new marketing campaign revolving around e-sports (video game events), which are popular among young Chinese Millennial consumers.

Harbin has realigned its brand message to target male consumers in the age group of 19-37 years by sponsoring e-sports events in China. AB InBev’s innovative marketing strategy is claimed to have dramatically raised sales volumes of Harbin at a time when domestic sales of beer is slowing down.

Scope

– Harbin gained the first-mover advantage with its disruptive brand strategy which capitalizes on the growing popularity of e-sports among young Chinese men, and enabled the brand to connect with young Chinese consumers who are avid video gamers or spectators.
– AB InBev used the strategy to reposition Harbin Beer as a youth-oriented product, and thereby appeal to Chinese Millennial men who are willing to spend more on premium beer products.
– The company leveraged the ‘made in China’ tag and century-long heritage of Harbin beer to appeal to the appeal patriotic sentiments of consumers.

Reasons to buy

– Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
– Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
– Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Filed in: Alcoholic Beverages, Food & Beverage
Publisher : GlobalData
More Reports
Title Price Buy Now

Grain Alcohol Market by Type (Ethanol, Polyols), Application (Food, Beverages, Pharmaceutical & Healthcare), Source (Sugarcane, Grains, Fruits), Functionality (Preservative, Coloring/Flavoring Agent, Coatings), and by Region – Global Forecast to 2026

“The grain alcohol market is projected to grow at a CAGR of 4.1% during the forecast period.” According to MarketsandMarkets, the global grain alcohol market size is estimated to be valued at USD 12.2 billion in 2021 and is projected to reach USD 14.9 billion by 2026, recording a CAGR of 4.1% during the forecast period. The increased consumption and production of alcoholic beverages is one of the key factors that is driving market growth. “By source, the sugarcane segment is projected to dominate the market during the forecast period.” Sugar is a natural carbohydrate found in all fruits & vegetables. Sugar cane and sugar beet plants are the most abundant sources of sucrose, which is fermented to produce alcohol. Molasses is the by-product in the sugarcane industry, obt......
$4950

Belgium Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Belgium Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary Belgium was severely impacted by the COVID-19 pandemic, causing the country's GDP to shrink by 6.3% in 2020. The beer & cider sector was among the worst hit by the crisis due to the enforcement of lockdown rules, which involved the closure of bars and restaurants and restrictions on social gatherings. These factors led to a double-digit decline in volume sales for the sector in 2020. The cancellation of sporting events and flights also adversely impacted beer and cider sales in the country. Belgium Beer and Cider Market Insights to 2026 report provides a complete overview of the Belgium Beer and Cider industry struct......
$6995

Romania Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Romania Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary Alcohol consumption in Romania continued to decline in 2020 as consumers focused on their health. The health & wellness trend has been firmly gaining ground in Romania. As a result, an increasing number of consumers are trying to make healthier lifestyle choices by opting for no and low alcohol beers. This has led to an increase in the demand for beers with zero and low alcohol content, as consumers are becoming increasingly health concerned. Subsequently, due to rising consumer health concerns, no and low alcohol beers are becoming increasingly popular in the country. Romania Beer and Cider Market Insights to 2026 r......
$6995

Netherlands Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Netherlands Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary The COVID-19 pandemic significantly affected the Dutch economy and caused the GDP (Gross Domestic Product) to decline by 3.8% in 2020. The first lockdown in the Netherlands was implemented in March, which led to the closure of bars and restaurants. This affected the on-premise sales of beer and cider. Though bars and restaurants were allowed to reopen in June, this was only with reduced capacity and COVID-19 safety protocols in place. A second lockdown in October followed by a third one in December further dampened the chances of a revival in sales of beer and cider in 2020. Netherlands Beer and Cider Market Insi......
$6995

Sweden Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Sweden Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary Swedish consumers have developed a strong affinity for craft beers due to the unique flavors offered by these drinks and the authentic branding and uniqueness of these beverages, which is something consumers seek when shopping for craft beers. Sweden has a strong tradition of craft beer brewing, with the country being home to several small breweries producing craft products. Craft beers registered YoY growth of 3.8% in 2020, which indicates that the beverage is gaining popularity. Craft products will play a key role in the Swedish market in the future. Sweden Beer and Cider Market Insights to 2026 report provides a c......
$6995

Norway Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Norway Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary The COVID-19 outbreak, and subsequent government response, shook up the Norwegian economy. The virus outbreak had a mixed impact on different sectors of the economy, with the service sector being the hardest hit. The pandemic containment measures imposed in March and December 2020 took a toll on the accommodation, entertainment, food service, and transportation sectors. However, the increase in energy production helped to offset declines in other core sectors to some extent. The unemployment rate rose to 4.5% in 2020 from 3.7% in 2019. To cushion the blow to consumers' purchasing power, the government provided 100% com......
$6995

South Africa Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

South Africa Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary According to data from the World Bank, South Africa's economy registered a substantial downfall of 7% in 20201. Economic growth was primarily hampered due to COVID-19 restrictions and increased unemployment across the country, which resulted in the low expenditure of goods and services. In addition, according to the data released by Statistics South Africa, about 2.2 million job cuts were registered across the nation during Q2 2020, compared to Q1 2020². All these factors contributed to low consumer confidence in spending, which is likely to remain prevalent in the short term. South Africa Beer and Cider Marke......
$6995

Poland Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Poland Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary The Polish GDP registered a decline of 2.7% in 2020, primarily due to the fall in economic activities as a result of the COVID-19 crisis. The government offered help to hard-hit businesses by reducing the tax burden and providing financial support, as part of its Anti-Crisis Shield. In March 2020, the Polish Government announced its plan to defer retail sales tax. Furthermore, in October 2020, the government announced a relief package worth z?1.8 billion (US$465 million) for businesses affected by COVID-19 restrictions. The measure was targeted at the hospitality, entertainment, fitness, and retail industries, which we......
$6995

Portugal Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Portugal Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary During the COVID-19 pandemic, Portugal went into a spending deficit of 6.5% in 2020, after having achieved its first budget surplus in 45 years in 2019. The Portuguese economy registered an annual decline of 7.6% in 2020, its largest contraction since 1936. The country's unemployment rate rose from 6.5% in 2019 to 6.8% in 2020. As concerns around health, safety, and economic uncertainty increased, consumers became hesitant to spend and cut their expenses during the year. Consumer spending was focused on necessities and products with healthy attributes. As a result, consumers sought value-for-money options and preferr......
$6995

Austria Beer and Cider Market Insights to 2026 – Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights

Austria Beer and Cider Market Insights to 2026 - Market Overview, Category and Segment Analysis, Company Market Share, Distribution, Packaging and Consumer Insights Summary In 2020, the Austrian GDP declined by 6.6% YoY in real terms. The services sector was the most affected. Private household consumption declined by a significant 9.8% in real terms in the year, underlining the decline in the purchasing power of consumers. The tourism sector, which contributes significantly to on-premise volumes of beer and cider, declined drastically; according to the Bank of Austria, tourism revenues dropped by approximately 36% in 2020. In such a weak economic scenario, volumes of both beer and cider categories declined in 2020. While beer volumes declined by 8.1% YoY, cider volumes declined by 7% Yo......
$6995
We use cookies to deliver the best possible experience on our website.
By continuing to use this site, or closing this box, you consent to our use of cookies. To learn more, visit our Privacy Policy