Subject Index
 

When VEX was first launched in 1999, its mission was to surpass Mike's Hard Lemonade (the established category leader) with a unique formula: bold packaging, flavour innovation, a six-pack format and ...

Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany. In an effort to improve perceptions of the brand, ...

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade. Boomerang is a malt-based dr ...

Campaign in 1999 by Euro RSCG Wnek Gosper for Hooper's Hooch, an `alcopop'. Challenge: to re-establish brand as a legitimate alcoholic drink, after the negative publicity about alcopops, and get away ...

This case study (1998) examines how the introduction of Bacardi Breezer into the UK market changed a company's culture and, additionally, created a new market sector and changed a local economy. The m ...

Discusses the development of and the future prospects for the `alcopops' market. What the product is, how it started, who is drinking it, how it may be changing habits, who is competing. The market is ...

New Bacardi brand launched in 1994, successful, but fundamentally repositioned in 1995 to compete in more dynamic sector of premium packaged lagers and ciders. Rationale for this risky decision discus ...

Describes the launch of Shakers Cocktails in 1982, with its first television campaign, and its performance during its first year of national distribution (1982-3). The cocktail boom in the early 1980s ...