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The odd move that grew Harbin Beer sales by 18.7%

The odd move that grew Harbin Beer sales by 18.7%

Customer insight turned into a campaign

June 03, 2025

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Harbin Beer, a popular Chinese brand, spotted something clever. In small shops, the coldest beer is always at the back of the fridge. Most shoppers want the coldest drink, but the back is hard to reach. So brands usually crowd the front rows, hoping to get picked first.

Harbin chose a different path. They placed their beer at the back of the fridge. Not because they had no choice, but because they saw an opportunity where others saw a dead end.

To make this work, they introduced something called the Back Rack Hack. It was a simple but smart rack system that pushed bottles automatically whenever one was picked. The platform was shaped like Harbin’s signature ice mountain, making it easier to reach into the back and grab the coldest beer.

They wrapped the fridge in bold branding. Posters said: “It’s Cooler at The Back.” On-site activations and social buzz followed. Curious customers felt the temperature difference and started sharing it online.

The results? According to Jason Feifer’s LinkedIn post:
Sales shot up by 18.7%.
Fridge engagement rose 20.27%.
And shoppers started associating Harbin with the coldest, most refreshing beer.

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