42 Below arrives in China

Super-premium vodka brand 42 Below has taken the next step in its Asia expansion, launching the brand in China's two key markets, Beijing and Shanghai. <BR><BR> The supporting marketing campaign features mainly below-the-line executions developed by creative boutique Confucius Says in conjunction with 42 Below, including showcase events, cocktail-making competitions, online viral initiatives, public relations and word-of-mouth. <BR><BR> "There has been a huge investment in hotels, bars and restaurants in China, and the money that has gone in there really has created some of the best bars worldwide," said Geoff Ross, chief executive of New Zealand-based 42 Below. <BR><BR> Targeted at affluent expatriate consumers in China, Ross - former DDB New Zealand managing partner and Saatchi & Saatchi NZ suit -- admits the biggest challenge will be attracting high-end Chinese drinkers, who typically favour incumbent luxury brands, Grey Goose (Bacardi) and Belvedere (LVMH).