USA & China: Anheuser-Busch to use Chinese New Year for beer promotion

Anheuser-Busch is celebrating Chinese New Year with a major campaign for its Chinese beer brand Harbin at Piccadilly Circus, Marketingweek reported February 15.

The billboards, which are currently running Budweiser ads, will carry a New Year message from Harbin. The brand is also taking over Leicester Square underground station, the main Tube stop for visitors to London's Chinatown.

There will be posters and point of sale activity in restaurants and shops in and around Chinatown, and PR activity in the press to support the promotion. It will run from February 18 to 20.

The campaign was developed by Dynamo Marketing Communications, with media buying through Anheuser's in-house department, Busch Media Group.

Anheuser-Busch acquired Harbin Brewery Group, founded in 1900, in 2004, and now brews and distributes the brand in China, the US and UK. Harbin is 4.8% ABV and is positioned as a medium-bodied premium lager, brewed with Chinese and European hops, yeast and grains.

China is the largest beer market in the world in terms of volume and Harbin is the fifth biggest brewer in China, with 13 breweries.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .