Harbin Beer and BBDO China's 'Back Rack Hack' creates colder beers and increased sales

Harbin Beer and BBDO China's 'Back Rack Hack' creates colder beers and increased sales

Harbin Beer, one of China’s most well-known beer brands, generates 62.2% of its sales from mom-and-pop shops—a competitive but high-potential market (based on company data). But recently, the brand made an unexpected request to shop owners in southern Chinese towns: move Harbin Beer to the back of the fridge—a spot typically considered the least favorable for visibility and sales.