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Agenda1. Strategic Journey in China Mkt 2. Creative Solution 3. Media Recommendation 4. Team Structure & Budget Allocation 5. Q&A

Agenda1. Strategic Journey in China Mkt 2. Creative Solution 3. Media Recommendation 4. Team Structure & Budget Allocation 5. Q&A

T H E P R O B L E M N O T M A N Y I N S H A N G H A I K N O W A B O U T A S A H I

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TA R G E T A U D I E N C E L A G E R D R I N K I N G W H I T E - C O L L A R 2 5 - 3 4 Y E A R

N O T T H E M O S T S O P H I S T I C AT E D YET EVOLVING FASTT H E C H I N E S E B E E R D R I N K E R

G R O W I N G M O R E A N D M O R E DISCERNING T H E Y WA N T NOTHING LESS THAN THE FINEST

8 1 % O F B E E R D R I N K E R S C A N D I S C E R N A C L E A R D I F F E R E N C E I N TA S T E B E T W E E N D I F F E R E N T B E E R B R A N D S*MINTEL BEER 2017

A N D T H E C A T E G O R Y I S O N L Y F E E D I N G T H E I R E V O LV E D TA S T E SPREMIUM OFFERINGSCRAFT

L A G E R O P T I O N S A R E M E D I O C R E AT B E S T B U T N O T W H E N I T C O M E S T O L A G E R

W I T H L O F T Y E M O T I O N A L B R A N D P R O M I S E S T H AT T R Y H A R D T O C O M P E N S AT E F O R O T H E R W I S E U N E X C E P T I O N A L P R O D U C T S

W H E N W H AT R E A L LY M AT T E R S I S T H E P R O D U C T E X P E R I E N C E*MINTEL BEER 2017

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B I R T H O F A R E V O L U T I O N A R Y P R O D U C T

A TA S T E B E E R D R I N K E R S H A D N E V E R E X P E R I E N C E D B E F O R E

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