1.Penfolds - 2022 New Year "Penfolds · Space Beyond" Creative Space Capsule

Product: On-site tastings of Penfolds wines from iconic regions globally, including Australia, the USA, France, and China (e.g., Bin 600, Bin 704, FWT 585). Highlighted the new trendy wine series "One by Penfolds," emphasizing its value proposition of "diversity, boundarylessness, and inclusivity." All unified under its brand philosophy of "Beyond Boundaries."

Channel: Maintains strategic partnerships with key distributors (e.g., HuaZhi Wine, COFCO). Frequently launches high-end limited-edition gift boxes, designed for gifting and collecting. Its experiential spaces, like "Penfolds Space Beyond," offer customization services such as engraving.

Insight:

1.  Addressing Youthful Demand: Targeted Gen Z and young, trendy consumers seeking novel experiences and valuing social sharing, combining high-end wine culture with immersive art and tech experiences.

2.  Elevating Brand Philosophy: Through the "space voyage" creative concept, transformed the brand's abstract philosophy of "Beyond Boundaries" into a perceivable, Instagrammable offline experience, strengthening the brand's high-end, innovative image.

2.Budweiser – 2022 Holiday Season "Holiday Nostalgia" & Clydesdales Wagon Return

Product:Launched holiday limited-edition cans featuring the classic Clydesdales wagon pattern, enhancing festivity, brand tradition linkage, and collectibility.

Channel:

1.Offline Retail: Sold limited-edition cans in core retail (supermarkets, convenience stores) with themed displays.

2.On-Premise Channels: Ran bar promotions to activate friend-gathering consumption scenes.

3.Online Communication: Leveraged social media/video platforms for ads, interactions, and content sharing.

Insight:

1.Emotional Comfort Demand: Addressed post-pandemic cravings for stability/warmth via nostalgic classic elements.

2.Brand Asset Activation: Utilized the iconic Clydesdales wagon to evoke cross-generational memory and resonance.

3.Gathering Scene Binding: Tied to holiday family/friend gathering needs, integrating the brand into celebration moments.

Source: "Budweiser Clydesdales' Tour 2022"

3.Wuliangye - "Harmonious Wuliangye, A Happy Chinese New Year" Year of the Dragon Spring Festival Marketing, 2024

Product: Launched the Wuliangye · Jia Chen (Year of the Dragon) Zodiac Baijiu. The product design highly integrated Dragon zodiac culture with the brand concept of "Harmony and Coexistence," aiming to meet the demand for gifting and collection during the Spring Festival.

Channel:

Online: Drove traffic via Spring Festival Gala (Chunwan) interactions.

Offline: Captured traffic and boosted conversion through retail terminals, tasting events, and cultural tourism projects; deepened overseas channel cooperation and brand recognition via celebration event participation.

Insight:

1.Tapped into Chunwan's status as a global Chinese emotional ritual; as Chunwan's "gift-giver," linked the brand to "reunion, blessing, joy" to enhance favorability and intimacy.

2.Leveraged the 2024 early "Harbin Ice and Snow Tourism" boom, launched creative marketing to showcase a youthful, playful, trendy brand image and achieved circle-breaking.

4.Asahi Super Dry - "A Spirited Start to the Year, Good Luck is Always Coming (with the Dragon)" New Year Marketing, 2024

Product:

Collaborated with Japanese pixel artist Hermippe on Year of the Dragon limited-edition packaging, fusing dragon patterns, futuristic Tokyo scenes, and red accents on the brand’s iconic silver cans.

Channel:

Retail: Full placement in major Asia-Pacific retail channels (e.g., Taiwan’s convenience stores, hypermarkets).

On-Premise: Partnered with designated restaurants for free gift cup promotions to expand the foodservice channel.

Insight:

1.Bound to the Lunar New Year (core family gathering/gifting scene).

2.Tapped young consumers’ demand for trendy traditional festival expressions; combined pixel art with Dragon Year elements to attract youth.

3.Linked the artist’s philosophy with the brand’s "self-breakthrough, continuous innovation" spirit, enhancing cultural depth and brand image.

Source: "Asahi Super Dry Dragon Year Pixel Limited Edition - A Spirited Start to the Year, Good Luck (Dragon) is Always Coming"

Meijian Plum Wine is the top brand of plum wine in China. Meijian Plum Wine is made through the ancient method of soaking with original fruits. The process involves using native Chinese plums as raw materials and soaking them in traditional Chinese wine storage containers, the intangible cultural heritage earthenware jars, for over a year. The ancient method of soaking with original fruits is a brewing technique that dates back over 1,500 years to the Tang and Song dynasties (618 AD - 1279 AD). The plum wine made with this method restores the flavor of the East from over 1,500 years ago. The history of consuming and brewing plum wine in China is very long. Currently, there are four plum trees over 500 years old in China, with one being over 1,000 years old. These ancient plum trees have become living fossils of Chinese cultural symbols. The ancient plum trees retain a more primitive flavor that is wild, highly acidic, and organic. The Meijian Plum Wine made from them has a more distinct Eastern flavor.

In fact, both plums and plum wine originated in China. The history of consuming plums in China exceeds 3,000 years, and the history of drinking plum wine is also over a thousand years. Due to its low alcohol content, balanced sweet and sour taste, it has been very popular since ancient times. Moreover, plums and plum wine have extremely high nutritional value. In 2015, Zhang Ying and Lai Mengjie, in their book "Plum and Human Health", on page 23, mentioned that plums contain various natural organic acids such as citric acid, malic acid, tartaric acid, succinic acid, and pyruvic acid, with citric acid accounting for about 90% of the total acid. Low sugar (1.3% total sugar) and high acid (6.4% total acid) are the characteristics of plum fruits. In 2023, the "General Incorporated Foundation for Plum Research" published "Ume fiber increases short-chain fatty acid production and improves gut health in healthy adults: A randomized controlled trial", confirming that plums have antioxidant, antibacterial, and gut health improvement effects on the human body. In February 2022, in the international journal "Critical Reviews in Food Science and Nutrition", Tiantian Tian, Hui Cao, Mohamed A. Frage, Siting Fan, and others published "Current and potential trends in the bioactive properties and health benefits of Prunus mume Sieb. Et Zucc: a comprehensive review for value maximization", which evaluated the antioxidant and anti-osteoporosis activities of the chemical components in plum fruits and found that the organic acids and other components in plums have significant antioxidant and anti-osteoporosis effects.

5.Suntory - "Crafting the Future with Mastery" New Year Marketing, 2022-2023

Product: Focused on premium blended Japanese whisky Hibiki, highlighting the 24 facets of its bottle (symbolizing 24 solar terms and hours), Echizen Washi paper label, and "harmony" flavor philosophy, elevating it to a cultural symbol of Japanese aesthetics and craftsmanship.

Channel Actions: Mainly held a long-term exhibition at Shanghai CITIC Square (high-end commercial area) to enhance high-end brand perception and cultural recognition, not short-term sales-driven.

Insight:

1.  Catered to high-end consumers' demand for ritual, cultural taste and unique festival experiences; the tranquil exhibition offered differentiated emotional value.

2.  Positioned Hibiki as an "art piece" and "cultural installation" to consolidate its status as a top Japanese whisky brand with a century-old heritage.

3.  The nearly two-month exhibition exceeded the short-term festival boom.Source: Jiemian News, "Crafting the Future with Mastery: Suntory Japanese Whisky Holds New Year Static Exhibition"

Source: Jiemian News, "Crafting the Future with Mastery: Suntory Japanese Whisky Holds New Year Static Exhibition"

6.Moët & Chandon - "Cheers to 2023" Global Celebration

Product: Launched New Year limited edition large-format champagne bottles (e.g., Nebuchadnezzar size, equivalent to 20 standard bottles), exclusively supplied for top-tier VIP parties and celebration events.

Channel: Featured Moët & Chandon as the standard or recommended pairing in New Year's Eve dinner menus at high-end global hotels, restaurants, and private clubs. Set up New Year-themed pop-up counters in airport duty-free shops.

Insight: The success of the champagne category highly depends on its association with "victory, success, celebration" scenes. By sponsoring globally renowned celebrations, its core purpose is not to pursue short-term sales but to continuously reinforce the consumer perception of "brand = top-tier celebration," thereby accumulating strong brand momentum for annual, full-channel sales (especially in high-end and duty-free channels).

Source: "Moet & Chandon Honors Atlantis The Royal with 15-Liter Limited Edition"

7.Johnnie Walker - "Leaping Rabbit New Year Carnival" 2023

Product: For the Lunar New Year, Johnnie Walker launched limited editions: Black and Red Labels with artist Yu Yang, and a Blue Label "Leaping Rabbit" edition with designer Angel Chen.

Channels: The Black Label gift sets were sold primarily online via Tmall, JD, and Douyin. Blue Label focused on high-end travel retail, especially in Hainan's duty-free channels and boutiques.

Insights: The campaign tapped into the New Year desire for good fortune by linking it to specific social scenes. It successfully localized the "Keep Walking" ethos into festive blessings, using Blue Label to anchor a premium gifting image while the more accessible Black and Red Labels covered the mass market.

Source: Vogue article, "Johnnie Walker Black Label Leaps into 2023, Collaborates with Contemporary Artist Yu Yang for Rabbit Year Artist Limited Edition"

8.Meijian Plum Wine - 2024 New Year's Wine Marketing

Product: Centering on the "family reunion dinner" scene during the Spring Festival, the product is positioned as a "reunion wine" that the whole family can enjoy, catering to the consumption demand for large family gatherings and shared enjoyment across different age groups during the Spring Festival.

Channel: In key supermarket channels such as Yonghui and Hema, Meijian Plum Wine has created eye-catching New Year's wine displays, generating a strong visual impact and purchase atmosphere of "New Year gifts".

Insight:

1. Deeply understanding the taste demands in the family reunion dinner scene during the New Year, with the product positioning of "suitable for the whole family", it to some extent meets the more diverse consumption demands of different age groups during the New Year.

2.Meijian Plum Wine uses "Long Time No See" as an emotional anchor, combined with the super symbol "Good Wine Meijian", to strengthen brand recognition. It turns the product into a medium for expressing longing and blessings, stimulating deeper purchase motivations.

3. Emotional expression triggers gift-giving demands. The offline supermarket purchase for gifts and the online red envelope gift-giving function work together to create an overall atmosphere of "drinking Meijian during the New Year".

Source: NetEase article "Meijian Plum Wine's Sales Soared During the Spring Festival. Can It Maintain Its Current Growth Rate in the Future?"

9.LOUIS XIII - 2025 New Year Rare Collection Marketing

Product:

Launched three handcrafted limited-edition festive cuvées:

1. Lunar Year of the Horse Gift Box: Fuses lilies, Eastern galloping horse, Western royal motifs, and traditional embossing.

2. 2026 New Year's Eve Ribbon Gift Box: Features ribbon (blessings/connection) with flowing golden brushstrokes.

3. 3L Magnum Limited Edition: Cognac-rare, emphasizing abundance, sharing, and intergenerational heritage.

Channel:Exclusive to official restricted direct channels for core clients; some adopt a "quota system," underscoring scarcity and exclusivity.

Insight:

1.Targets New Year blessing-sharing moments; elevates gift boxes to "time gifts" with emotional/memorial value.

2.Continues 2024 Dragon Year Zodiac series; 3L rarity reinforces heritage, cementing "heritable asset" appeal for elite collectors.

3.October 2025 launch to pre-ignite festivity and lengthen the marketing cycle.

Source: LaVie, "As the Year Draws to a Close. LOUIS XIII Illuminates the First Glimmer of Golden Light for the New Year with Three Limited Rare Cuvées"

10.Miller Lite - "Beernaments" Christmas Marketing (Launched 2021, Continued 2022)

Product:Launched limited-edition "Beernaments" – decorative beer can sleeves. Post-consumption, empty cans become Christmas tree ornaments via the pull-tab, integrating the product into festive decor.

Channel:Limited-edition 6-piece sets ($19.75, honoring 1975 founding) sold online and select retailers.

Insight:

1.Addressed beer (especially light beer) being overlooked in holiday gatherings favoring spirits/wine, aiming to join the festive trend.

2.Avoided dinner table competition; linked beer to Christmas tree-decorating rituals, creating a new "Miller Time."

3.Targeted 25-45-year-olds (amid light beer's aging audience) via fun interactivity to integrate into their holiday habits.

Source: WARC, "Miller Lite: Beernaments"