Big Alcohol Deploys Pop Culture to Promote Brand, Drive Consumption – Examples from Japan and UK

Using pop culture to promote alcohol products to young audiences is not a new strategy for Big Alcohol.
But two recent examples expose how Big Alcohol deploys pop culture to convert young Asians and Europeans to alcohol use.
One example is Heineken’s new partnership with two popular TV shows in the UK and the other is how South Korean beverage giant Hite Jinro uses Korean pop culture to market soju in Japan.