How Anheuser-Busch InBev used mobile discovery to reveal the passions of Chinese youth

This paper looks at the opportunities in the Chinese beer market for new brands as incomes grow, and at the proliferation of smartphones and other digital tools that will create better research in the alcoholic beverage category.

How Anheuser-Busch InBev used mobile discovery to reveal the passions of Chinese youth

Navin Williams and Muthuraman Kathiresan

Introduction: Alcohol in China - Market Overview, Consumers and Youth Segments

The alcohol market in China, in particular the beer market, has considerable growth and opportunity for international brands willing to enter. With steep competition and market saturation in the North American and European markets, China has comparat