“Struggling for relevance in a fragmented market, Harbin, China’s oldest beer brand adapted to an emerging market, E-Sports. Rather than re-branding their beer, the brand adapted to a novel, and profitable, definition of sport. E-Sports gamers and fans present a dedicated market, as the platform is distinctly interactive and mostly Millennial.”
Sports, beers, and bros is one of marketing and advertisement’s most tired, most gendered and most trusted consumer archetypes.
The trope is familiar and successful in the United States – where it echoed through decades of advertisement, sponsorship and engagement with one of marketing’s most aloof demographics: 18-29 year old men. Today’s rendition responds to apparently fitness-crazed millennials. The ads have contorted into more health-oriented re-branding, where beer might as well now be a sports drink.
As in the United States, sports in China have long sold beer. But with China’s millennial men, the NBA and English Premier League are now the two most watched sports leagues, and Chinese beer brands are struggling for relevance in a fragmented market.
Harbin, China’s oldest beer brand, achieved this elusive engagement through competitive video gaming, otherwise known as E-Sports. Rather than re-branding their beer, the brand adapted to a novel, and profitable, definition of sport. …[read the full article at www.forbes.com]