China tease - off-trade waits for Harbin
Anheuser-Busch has launched an ad campaign for its Chinese beer, Harbin. The lager is mainly in the on-trade, but will go into Majestic next month and is also listed in wholesalers, including Dhamecha and Hothi.
Ads in London's Leicester Square Underground station and on illuminated billboards in Piccadilly Circus will run throughout Chinese New Year, from Feb 18-March 4. A-B is also running consumer promotions in London newspapers and magazines .
Harbin is brewed with Chinese and European hops and has 4.8 per cent abv. It is available in 33cl and 60cl bottles.
"We believe this could be a strong player in the import category and we will be working with our key customers to build distribution throughout 2007," said A-B PR manager Michelle Norman.