Magical Combination Between Baijiu and Tennis
A strategic decision to enter the Australian spirits market
Luzhou Laojiao has had great success in developing overseas markets including many countries such as Australia, the U.S. and many other countries in Asia. Many unexpected decisions are made to expand the market and improve its brand influence. One of the biggest influential decisions in Australia is the corporation with Australia Open, which prompts the progress of increasing its share in the Australian alcohol market.
Why Australia
Deloitte reports that alcoholic beverage consumption in Australia has been rising since 2000. Total spending on alcohol has increased 4.9% between 2017-2018 and the spirits occupy up to 20 per cent of the alcohol consumption shares in this period. Statista Research Department also publishes the alcoholic drinks market revenue in Australia, the spirits revenue in 2018 is approximately 4850 million Australian dollars. The immerse market attracts many spirits brand flush in Australia, Luzhou Laojiao is the one who develops a unique way to fit the market.
The Opening of the Story
In 2018, Luzhou Laojiao and the Australian Open reached a five-year strategic cooperation, with Luzhou Laojiao becoming the official global partner of the Australian Open. Therefore, Luzhou Laojiao-Guojiao 1573 has become the only designated liquor for the Australian Open, and they decided to continue 5 years contract in 2023.
How does Luzhou Laojiao Fit in the Australian Market
A corporation with local advertising company—localized marketing
To provide a better marketing strategy that suits the Australian market, Luzhou Laojiao corporate with ONE SIXTY/NINETY to implement a marketing strategy. In 2018, 60over90 played a key role in helping Luzhou Laojiao during the Grand Slam event. The Day 1573, cladding of the 1573 Arena and a Baijiu cocktail tasting offering impressed tennis fans a lot, providing a chance for them to know about the taste and culture of Luzhou Laojiao, which impacts the Australian market on the partnership and obtain new customers at the Australian Open.
The marketing events and content created were adopted by over 170 media outlets. Apart from that, the digital content also includes over 70 short videos and two social campaigns, which are valued at about 11 million USD.
A video about a Ready-to-drink cocktails tasting event cooperating with Australian Open. YouTube. Video by Luzhou Laojiao’s official account
TV live broadcast—improve brand awareness
According to the Australia Open official account report, broadcast viewers in Australia peaked at 4.261 million with 746 million hours viewed via 25 broadcast partners in 2022. The brand name and logo of Luzhou Laojiao - Guojiao 1573 as well as the product image appeared on the Australian Open court. Adequate viewing time and broadcast channels ensure the exposure of Luzhou Laojiao, which in turn increases brand awareness among Australian residents.
Guojiao 1573 shares the product image appeared on the Australian Open court when there is a winner time. Instagram post by @ Guojiao 1573
Offline and online activities—Spreading the brand culture
There were about 839,192 fans who attended the Australian Open in 2023. Luzhou Laojiao set up a series of interactive lucky draws on the 1573 match day, and the prizes included a unique cultural tour of Chinese liquor. Tennis fans who came to the site can use their phones to record the Chinese New Year elements found during the Australian Open and share the elements on their social media platforms to win the gifts provided by Luzhou Laojiao. This attracts more fans to the Luzhou Laojiao brand and prompts them to spread the brand on their social platforms.
What can Luzhou Laojiao improve
A localized brand
To create a new Luzhou Laojiao brand led by Australian residents, using the consumer concepts that local are used to influence consumer behaviour. For example, Luzhou Laojiao established a joint venture in the U.S. in 2017 called Mingjiang Corporation, which produces liquor with local participation and tailored for local markets. In 2019, Mingjiang Sichuan Baijiu won the Gold Medal at the 2019 San Francisco International Spirits Competition (SFWSC), which was a great success in developing overseas market.
Ming River - The Original Sichuan Baijiu - Ming River Image Gallery post by Mingriver
Cultivating social media platforms
To cultivate the consumer market and upgrade the consumer experience. It carries out content marketing in various social media, such as Douyin and Weibo. Luzhou Laojiao takes advantage of digital marketing and precipitates private domains, making it a great success in the Chinese market. However, Luzhou Laojiao pays little attention to Australia's social media platforms. Luzhou Laojiao’s official accounts on Instagram and Twitter have few followers on social media, which can still be improved in the future.
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Featured image: A poster about people sitting together and watching the tennis game with Guojiao 1573 sign on the screen. Post by 60over90