Harbin, China's oldest beer brand, achieved this elusive engagement through competitive video gaming, otherwise known as esports. China’s oldest beer maker, Harbin, has already jumped into the market for esports, which by 2024 may even be an Olympic sport. A Flat MarketChina has always met beer brands with a distinct set of hurdles. Esports: Virtually EverywhereSince 2016, Harbin has sponsored esports teams, run advertisements and events, live-streamed competitions, and created the Harbin Beer Esports Legion, its own esports competition slotted as a run-up to the 7th International Dota 2 Championships in Seattle. With esports reaching the mainstream in the United States as well as China, beer brands may soon leave the gym, and return to the comfort of the couch-bound consumer.

Source: Forbes November 24, 2017 03:37 UTC