A Chinese liquor brand MEETUP has been shown at Times Squares in New York City, on Sep. 9, 2017. Shinning in Times Square is not only a huge leap for MEETUP in expanding their brand, but is also a symbol of the Chinese liquor market transforming.

Millennials have become the largest demographic in the market. Benefiting from Chinas reform and opening up more, they are much better educated than their parents, much more conscious about their individuality and uniqueness, and have more disposable income to devote when they begin to work. Therefore, they are getting more adventurous when it comes to consumer markets. These changes offer new brands the chance to make a difference, not only to new product development, but also marketing.

The product of MEETUP - the 100ml bottle of 42-degree liquor - is designed for young consumers. The company aims to build a liquor brand with entertainment, provide aesthetically pleasing and personalized products to inspire moments of happiness, passion, and optimism.

In the future, there will be more liquor enterprises to join the race to attract young consumers.