Harbin Beer reimagines beer grab with 'Back rack hack'

While others strive to seize the front spot to grab attention, Chinese beer brand Harbin Beer has made an unexpected request to shop owners by moving its beer to the back of the fridge—a spot typically considered the least favourable for visibility and sales.

Developed in partnership with BBDO China, the “back rack hack” strategy wasn’t just about rearranging shelf space—it reimagined the entire in-store experience. By tapping into consumer behaviour insights and designing a smarter, more intuitive beer grab, Harbin Beer turned an overlooked fridge space into one of the most valuable touchpoints in retail.

The idea was initiated based on a BBDO China research which confirms that the chill factor is one of the biggest drivers of beer purchase decisions—when given the choice, consumers instinctively reach for the coldest beer available.

Yet, in China’s small street shops, especially in southern Chinese towns, refrigeration isn’t optimised. Fridges are often exposed to direct sunlight, meaning front-row beers absorb more heat while those at the backstay are significantly cooler.

When shoppers find lukewarm beers at the front, they instinctively reach deeper into the fridge for a colder one, the research revealed. Studies show that the back of the fridge is, on average, 6.5°C cooler than the front, making those beers significantly more refreshing.

This realisation sparked the creation of the 'Back Rack Hack'—a strategy that flipped conventional product placement. Instead of competing for front-row visibility, Harbin Beer strategically claimed the back, transforming an overlooked space into the most sought-after real estate for cold beer.

While moving beer to the back ensured colder temperatures, it also made Harbin beer harder to reach as customers had to reach past other brands to grab them. Meanwhile, traditional retail prioritises front placement, leaving back-row products overlooked.

To solve these issues, a custom-designed refrigerator rack was created, reinventing how beer in the back is displayed and accessed. Inspired by Harbin Beer’s signature ice mountain logo, the raised rack creates a clear path to the back—transforming an overlooked spot into prime real estate.

The rack also features a spring mechanism which automatically pushes cold beers forward as one is taken, ensuring the next one is always within reach—no more digging. Since not all fridges are the same, the rack was designed in left- and right-opening versions, ensuring seamless integration across different stores.

Retailers only needed to place Harbin Beer at the back, and they received the system at no cost—a win-win for both stores and consumers.

To ensure maximum scalability and impact, Harbin Beer rolled out the “Back rack hack” across many stores in southern Chinese towns. The innovation was supported with bold, eye-catching visuals highlighting the coldest beer inside; posters and signage reinforcing "It’s cooler at the back" to drive engagement. Social and on-site activation has also been leveraged.

"The Back Rack Hack isn’t just about product placement—it’s about rethinking how design shapes consumer behaviour. By leveraging real shopper insights and intuitive design, we transformed an overlooked fridge space into a key touchpoint for engagement," said Arthur Tsang, CCO at BBDO Greater China. "This shift reflects a larger trend in retail—where functionality and experience matter just as much as visibility. In beer sales, cold isn’t just a preference—it’s the deciding factor."

MARKETING-INTERACTIVE has reached out to BBDO China for more information. 

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