# Back-Row Beer Campaigns Harbin Beer's Back Rack Hack Used Less-Ideal Retail Space to Boost Sales By Laura McQuarrie | Published 2025-04-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/back-rack-hack References: [fabnews.live](https://fabnews.live/harbin-creates-the-ultimate-beer-grab-turning-the-fridge-into-a-smarter-cooler-and-colder-experience/)  Harbin Beer generates 62.2% of its sales from mom-and-pop shops and for Chinese towns, where refrigeration isn’t optimized, the well-known beer brand devised the Back Rack Hack. Harbin Beer partnered with [BBDO China](https://www.trendhunter.com/trends/pal-safetynovela) to reimagine the [in-store experience](https://www.trendhunter.com/trends/hiders-keepers) based on consumer behavior insights. Since studies show that the back of the fridge is, on average, 6.5°C cooler than the front, and consumers naturally reach deeper into the fridge for a [chilled refreshment](https://www.trendhunter.com/trends/chill-face-roller), the Back Rack Hack put a twist on front-and-center fridge placement. At the cost of being less visible to consumers and harder to reach, Harbin Beer secured spots at the back of the fridge to boost sales with a custom refrigerator rack inspired by the brand's ice mountain logo. Partner stores saw an 18.7% increase in Harbin Beer sales compared to the previous month. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 48% | Activity: 57% | Freshness: 37% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Related on Trend Hunter - [Beer-Cooling Billboards](https://www.trendhunter.com/trends/heineken-billboard.md) - [Localized Beer-Fridge Campaigns](https://www.trendhunter.com/trends/the-neighborator.md) - [Apologetic Beer Initiatives](https://www.trendhunter.com/trends/obstructed-brews.md) - [Gaming-Influenced Beer Fridges](https://www.trendhunter.com/trends/gaming-fridge.md) - [Electricity-Free Beer Fridges](https://www.trendhunter.com/trends/bud-ground-cooler.md) - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [Automated Beer Stations](https://www.trendhunter.com/trends/trust-bars.md) - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Cooling Rooftop Ads](https://www.trendhunter.com/trends/coors-light-chillboards.md)