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Gracie Page
Emerging Technology Director at VMLY&R London

Budweiser, Rémy Martin, Carlsberg & Pernod Ricard partner with JD.com for online clubbing experience

Budweiser, Rémy Martin, Carlsberg & Pernod Ricard partner with JD.com for online clubbing experience

JD.com and Chinese music label Taihe Music Group have partnered to create an online clubbing experience, bringing in major alcohol brands for the experience.

Budweiser, Rémy Martin, Carlsberg and Pernod Ricard have all signed up for the service, which JD.com says has increased sales of alcohol by almost 70% and 40% during some shows.

The Chinese e-commerce giant is hosting a three-hour show each week with talent from Taihe Music Group, during which it sells imported liquor brands that viewers can buy directly from the stream.

The project has been launched as a means of creating a virtual version of clubbing for people who have been forced to self-isolate in China because of the coronavirus outbreak.

According to JD.com, during one of the live shows, sales of imported liquor from a single partner brand increased 70%, and sales of its whiskey products increased eight times compared with the same period on the day before. During another show, sales of beer increased by 40% compared with the same period of the day before.

According to JD.com spokesperson, Rachel Liu: “By combining online shopping experience and entertainment, JD not only provides customers with a new way to shop but also drives sales for liquor brands which are impacted by the shutdown of offline channels.”

As countries around the world start to apply similar rules around social distancing, other companies are following suit. The UK-based dance label Defected Records announced it was pulling away from live shows and this week will be hosting a virtual festival for people at home.

JD said it would continue to host live broadcasts of music performance in clubs, live houses and even music festivals for product marketing, making it a long-term program to enrich customers’ shopping experience. It will also open to other categories besides liquor, it said.

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