Oranjeboom Brewery was established in Rotterdam, the Netherlands in 1671. Oranjeboom is a high-quality export brand in Europe and also a house-hold name in the local area. 

According to sales manager Mr. Zhang Jinjin in an interview, the biggest difference between Oranjeboom beer and other imported beers is that it is a strong beer. Oranjeboom has four main products, beers of 8.5 degrees, 12 degrees, 14 degrees and 16 degrees. At present, beers of 8.5 degrees and 16 degrees are the most popular. 

Oranjeboom's experience of "getting popular" in China is quite interesting. Strong beers are in great demand among young Chinese, but there is a lack of such products in the market. So Oranjeboom was introduced to China six years ago. When more and more people discover this strong beer, they use it in drinking competitions. The curiosity about strong beer has brought a lot of new consumers. It is spontaneous consumption activities that make Oranjeboom a hot product in China. 

Zhang Jinjin thinks that the Chinese market is young, and the consumers are mostly exposed to domestic beers. Still tentative about imported beers, they haven’t developed true loyalty to any brand yet. So the market potential is great. If a brand wins the hearts of consumers at the early stage and turn them into brand fans, the prospect for the brand will be very promising. 

Oranjeboom now has sales channels on mainstream online platforms. They also organize marketing activities regularly such as beer festivals to cater to young consumers. WeChat official accounts and Tik Tok (WeChat and Tik Tok are Chinese social media apps) are their main promotion platforms. 

Zhang Jinjin believes that there is great room for imported beers to grow in China. This requires the joint efforts of the entire imported beer industry. It is Oranjeboom’s goal to popularize strong beer among the Chinese.

Source:www.food2china.com