#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.

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.

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.

Guest: Annie Yang

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