Founded in 1910, Lao Wancheng boasts a rich 112-year history. What began as a humble business selling only sour plum beverage has, through generations of perseverance and creativity, evolved into a brand with a diverse product range.

Though cherished by countless Wuhan residents, the story behind Lao Wancheng’s signature sour plum drink remains lesser-known. The brand traces its roots to a small tobacco and liquor store opened by four entrepreneurs in early 20th-century Wuhan. Nestled in a city known for its scorching summers, the shop initially faced poor sales during the oppressive heat.

The turning point came when one of the founders, remembered the delightful sour plum drink he’d tasted in Beijing. Not only was it cooling and delicious, but it was also completely suiting to Wuhan at the time. Seeing an opportunity, he convinced his partners to produce and sell the drink alongside their core offerings.

Through relentless trial and error, the team fine-tuned the recipe to suit local palates, ultimately creating a version that captivated the city’s residents.

STEP01

build brand awarness

Objective: Increase brand awareness, highlight heritage, and position Lao Wancheng as a culturally significant yet trendy beverage choice in Hong Kong.

build brand awarness

Objective: Increase brand awareness, highlight heritage, and position Lao Wancheng as a culturally significant yet trendy beverage choice in Hong Kong.

STEP02

brand positioning

Highlight Lao Wancheng’s legacy as a pioneer of sour plum drink, blending tradition with modern-day appeal. 

Brand personality:

  • Trusted & Time-Honored – A legacy brand with deep cultural roots.
  • Refreshingly Relevant – Adapting tradition for today’s wellness-focused lifestyles.
  • Warm & Inviting – Evokes shared memories while welcoming new consumers.

 

Target consumer: 

  • Health-Conscious Urbanites – Seek natural, functional beverages.
  • Tradition-Appreciating Millennials – Value heritage brands with a story.
  • Older Generations – Nostalgic for authentic flavors from their youth.

brand positioning

Highlight Lao Wancheng’s legacy as a pioneer of sour plum drink, blending tradition with modern-day appeal. 

Brand personality:

  • Trusted & Time-Honored – A legacy brand with deep cultural roots.
  • Refreshingly Relevant – Adapting tradition for today’s wellness-focused lifestyles.
  • Warm & Inviting – Evokes shared memories while welcoming new consumers.

 

Target consumer: 

  • Health-Conscious Urbanites – Seek natural, functional beverages.
  • Tradition-Appreciating Millennials – Value heritage brands with a story.
  • Older Generations – Nostalgic for authentic flavors from their youth.