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 ...

Take, for example, Harbin beer, which is part of their portfolio in China; this beer is brewed in the Harbin Brewery, which ...

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.