Chinese beer brands are struggling to capture Millennials, but advertising in esports (competitive video gaming) may be the extra life they’ve been looking for. Anheuser-Busch Inbev found that 18-29-year-old Chinese Millennial men had a more positive response to esports than other passion points like sports, food, and music. Now the company has started to play with the newly-discovered advertising touchpoint, and other Chinese beer brands may want to take note. (Forbes)
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