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AB InBev Hopes to Attract Chinese Consumers with Craft Beer

AB InBev is hoping to attract Chinese consumers with its Boxing Cat craft beer. The international brewer has updated the brand’s logo and campaign in an effort to give the beer an “expensive” look. Boxing Cat’s new campaign features Louis, a fighting cat that punches away lower-end beers. The advertisements feature a style comparable to graphic novels.

“Louie is the embodiment of the brand. He’s there to challenge the ordinary, so we see him patrolling the streets, ridding them of mundane beer, one haymaker at a time,” said AB InBev head of craft and specialities for APAC, Nicolas Eduardo Morelli. “It’s beautiful. The storytelling is impactful and we’re incredibly happy with the result.”

Read the full story at The Drum.