Beam Suntory: Keeping Australians 'Over Beer' for 5 years

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

Beam Suntory: Keeping Australians 'Over Beer' for 5 years

The WorksCanadian Club (Beam Suntory)

Executive summary

Not long ago, the Australian alcohol landscape was dominated by beer. After a few cold ones, some people might switch to a Ready To Drink (RTD) combination offered by Beam-Suntory. Then a tax hike on RTDs made this less likely. The future of RTDs was bleak. Until Canadian Club and Dry stood up to be counted. Discovering that 'beer boredom' was an actual thing, and an audience of younger drinkers was gasping for a change of flavour, we set out to achieve the...

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