Liquor brand marketing said: a new story of the old rivers and lakes

Chinese baijiu category is a special existence - traditional craftsmanship, the overall age of the audience is too old, but there are also brands like Jiangxiaobai that have become pioneers in the rejuvenation of baijiu; currently facing the impact of long-term epidemic prevention and control, baijiu consumption is also increasing. Some necessary scenes are lost, but the overall industry still has achieved performance that is enviable by other categories; this article presents how liquor brands use the "new Bottle old wine" to resolve the crisis.

This article is part of a series on Spotlight China Focus: The Economic Repercussions of the "Long Epidemic" Era. Click to go to the topic page to read more about it.

Tourism, catering, manufacturing, and a considerable number of small and micro enterprises...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands