Contributing over 50% of sales, corner stores are Harbin’s most important POS in China, where consumers buy beer for instant consumption. But the fridges are often old and sometimes placed outside. So many try to get a beer from the back, where temperatures average 6°C less, no matter how challenging. As China’s iciest beer, Harbin decided to hijack this behavior with a specially designed rack that helped customers access the coldest beer from the back of the rack, our beer! Taking the traditionally worst retail space ensured Harbin was always the coldest beer in stock and resulted in a 18.7% increase in sales during the period.