Summary
Budweiser has been active in the China market since 1995, and their marketing strategy has enabled the brand to build a strong brand community with its offline events, especially the night life surrounding EDM (Electronic Dance Music). However, when covid-19 hit China in January 2020, many large-scale event venues as well as bars and nightclubs closed instantly for a period of eight weeks or more. Needless to say, this heavily impacted the sales of many brands in China, including Budweiser. (See "Supporting material" section for more information.)
With consumers in lock down mode, and many businesses closed for business,...