#195 – From Clubs to Culture: How Jägermeister Won Young Consumers in China – Annie Yang, General Manager China

In this episode, we speak with Annie Yang about how Jägermeister built a strong and credible brand in China by doing things very differently from most global alcohol brands.

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Annie shares how the brand focused early on nightlife, music, and subculture instead of mass advertising. Rather than pushing a European image, Jägermeister invested in local communities and worked closely with clubs and nightlife venues, adapting its messaging to how young consumers in China actually socialize and discover brands.

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We also talk about the realities of localization in China. What global headquarters often misunderstand, why social media alone is not enough, and how brand building in China requires long-term commitment, trust, and a deep understanding of local culture.