Case Study:

HKB

   In March 2015, Deussen Global Communications launched HKB, a strong aroma baijiu from China. Baijiu, the national spirit of China, is the largest spirit category in the word by value and by volume. Despite this, baijiu is barely known outside of China, and its pungent flavors are literally foreign to Westerners. HKB was created with the Western market in mind, being on the sweeter side of the taste spectrum and bottled at 43% ABV to make its flavors more gentle and its price tag more acceptable for mixology.

Objectives

  • Bring baijiu, and HKB, to the attention of the general market
  • Turn HKB awareness into consideration; and consideration into trial

Strategies

  • Leverage representation of multiple brands to facilitate category education
  • Target mixologists and cocktail influencers, the gatekeepers to early adopting and daring consumers
  • As Baijiu’s aromas and flavors are very jarring to Westerners, introduce it by hand, ideally over a meal

Top Line Accomplishments

  • AWeekend Sip story and video (October 2, 2015)
  • A Wall Street Journal story, on the front page of Greater New York section (October 12, 2015)
  • A feature story in (December 31, 2015)
  • Gold Medals (New York International Wine & Spirits Competition; The Spirits Business Asian Masters; etc.)

And the momentum is a fact:

  • 2016 kicked off with a feature story in The Los Angeles Times (Jan. 29, 2016)
  • The YOY increase (to date) is 211% in terms of placements, and 2,042% in terms of impressions; this means that HKB is being read about in more, and bigger publications

The Deussen Difference

  • Ideal combinations of
    • Experience and youth
    • Expertise and fearlessness
  • The willingness to work hard
  • As entrepreneurs ourselves we have the drive and dedication to help you grow your business

Our Services

Lifestyle Marketing

  • Press Relations, Print, Digital, Broadcast
  • Corporate & Celebrity Partnerships
  • Event Management
  • Sampling / Ratings Panels
  • US Market Tours
  • Press Trips to Suppliers

Trade Support

  • Trade Show Support
  • Award Submissions
  • Media Quote Sheets for Sales
  • Hospitality School Programs

Planning

  • Research
  • Strategic Programming
  • Messaging
  • Media Training

Collateral Development

  • Newsletters
  • POS Materials
  • Custom Publishing

We gladly present references and examples of all work.

Deussen Global Communications has forged strategic alliances with the following companies:

   In March 2015, Deussen Global Communications launched HKB, a strong aroma baijiu from China. Baijiu, the national spirit of China, is the largest spirit category in the word by value and by volume. Despite this, baijiu is barely known outside of China, and its pungent flavors are literally foreign to Westerners. HKB was created with the Western market in mind, being on the sweeter side of the taste spectrum and bottled at 43% ABV to make its flavors more gentle and its price tag more acceptable for mixology.

  • Media Training
  • Custom Publishing