Harbin Beer used its official sponsorship of the FIFA World Cup to build its profile and market share, particularly among young people. The messages during the World Cup ad campaign promoted Harbin Beer as a popular national brand for young people and a drink that adds to the pleasure of watching sporting events with friends.
Similarly, Harbin Beer’s National Basketball Association sponsorship expressed the brand’s position as “The coolest beer experience.” These initiatives are part of corporate parent AB InBev’s effort to grow Harbin Beer from a regional beer into a national brand. In its global portfolio of over 200 brands, AB InBev highlights Harbin as a local champion brand.
The Harbin Beer brand reached its highest consumer preference level ever. Its Harbin Cooling continued to gain popularity as a beer to pair with food. Harbin Beer traces its heritage to 1900 and one of China’s earliest breweries. The city of Harbin, in Northeast China, celebrates its beer history with an annual festival. Harbin Beer also is an official sponsor of the Harbin International Ice and Snow Sculpture Festival.