Carlsberg's Brooklyn Pilsner taps into China market with Brooklyn-style street carnival

Carlsberg's beer brand Brooklyn Pilsner has made its debut in China with the launch of a street carnival “Brooklyn Street Gathering Party” in Shanghai in May.

Inspired by Brooklyn and brewed for all, the newly launched Brooklyn Pilsner layers clean malts with a balanced wave of bright hops. The bottle design ingeniously combines yellow and black colours with Brooklyn’s iconic graffiti- elements, creating a visually stunning product that embodies the spirit of Brooklyn, according to the release. The beer is now available in selected bars and restaurants in major cities across China.

In a conversation with MARKETING-INTERACTIVE, Brooklyn's spokesperson said the street carnival aimed to introduce the new craft line extension and effectively communicate the brand's philosophy and "Street Culture" concept to its target audience. 

Through this branding event activation, the brand aimed to attract more customers to Brooklyn's outlets, and introduce the new craft brew to consumers through engaging and innovative brand experiences.

Done in collaboration with agency Welogic, the event featured a dedicated “Street Graffiti” zone that allowed guests to showcase their creativity and create their own art embodies Brooklyn culture. Some tasks were set for participants to win the prize of a Brooklyn-style scratch card, which gave away gifts and discounts. Attendees also dressed in yellow to match the theme, posed for photos and shared them on social media at the Brooklyn Beer booth.

In order to focus on non-mainstream advertising channels to introduce the new product, the brand leveraged its own social media accounts, including those of Brooklyn and ShakeShack, to promote its product and engage with its followers.

The brand also implemented social network marketing tactics, such as featuring articles and generating KOL content on platforms like Xiaohongshu, to reach a wider audience but strategical, and build credibility for the brand. Press releases in various entertainment and lifestyle publications were utilised to increase brand awareness and drive engagement.

Commenting on the initiative, Brooklyn's spokesperson said: "We are confident that this seasonable and distinctive brew is an excellent fit for a broader audience of consumers in Asia, providing them with a fresh and exciting craft beer experience. We plan to launch the brew in multiple markets across Asia to expand our presence and reach in the region."

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