As an introduction, the brand was advertised in an electronic billboard at New York’s Times Square. According to MEETUP, this move signals the “transformation of the Chinese liquor market”.
The brand is targeting millennials for its large demographic market. The makers of MEETUP described millennials as “much better educated than their parents, much more conscious about their individuality and uniqueness, and have more when they begin to work”.
MEETUP, which comes in 100ml bottles of 42-degree liquor, is designed for young consumers. The company said it aims to build “a liquor brand with entertainment” as it provides aesthetically pleasing and personalized products to inspire moments of happiness, passion and optimism.