Subject Index
 

In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs. However, Irish drinks company C&C Group, launched its Magners brand – which had zero awareness or di ...

Despite a rich heritage, the Minnesotan August Schell Brewery was finding it tough to get distribution in local bars. The challenge was to establish a larger presence in a crowded market and stake the ...

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...

This case study details a six-year campaign (2000-06) for XXXX Gold mid-strength beer in Queensland. During this period, the beer market was declining, and the brand faced competition especially from ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

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, ...

The Dutch beer market is a highly competitive sector, particularly during the World Cup, when all of the major brands try and appeal to football fans. Heineken wanted to develop a promotional campaign ...

In 2001 Absolut vodka unveiled "Absolut Director," an online application that allowed visitors to make short films. This was targeted at 21- to 40-year-old drinkers. Industry analysts are split over w ...

V&S Vin & Spirit AB’s Absolut Vodka became the best-selling imported vodka in the United States and captured a sizable portion of total vodka sales largely because of the innovative and popular print ...

United Distillers and Vintners of North America initiated an advertising campaign for Stolichnaya vodka, using contemporary Russian art to halt a sales decline. The article also discusses Stolichnaya ...

In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pione ...

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but ...

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twen ...

Rainer beer, owned by Pabst Brewing, was a local brand in the US Pacific Northwest facing declining sales. In 2004, Pabst spotted an opportunity to target new consumers – young people looking for auth ...

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft. The company l ...

In the 1990s, beer brand, Miller Lite, owned by Miller Brewing, was losing market share and had been replaced as the best selling light beer in the US by Bud Light. To turn the situation round, Miller ...

In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...

After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...

In the 1990s, Heineken beer had an outdated image in the US. It was seen as a beer for special occasions not for everyday drinking. It needed to connect with 21 to 35 year olds while maintaining its r ...

William Grant & Sons, the UK distillers, own Glenfiddich, a single malt with a 27% global market share, but little exposure in the US market. 1997 UK research demonstrated whisky was perceived as a dr ...

Australian beer brand, Fosters, wanted to create greater awareness in the US, which was dominated by big budget, domestic beer campaigns. Focusing on Australia’s reputation as a refreshingly untamed l ...

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own. ...

In a bid to differentiate Michelob beer from a confusing range of super-premium, and microbrewery brands flooding the US, Anheuser-Busch increased its advertising budget from $17 million (approximatel ...

In 1999, Anheuser-Busch had the two best-selling beers in the US and more than double the market share of any competitor. Despite a decade-long decline in sales, Budweiser, its flagship brew, remained ...

This paper describes how the Budweiser brand image was updated to appeal to a new generation of beer drinkers. Building on the success of irreverent, ironic humor in communicating Budweiser’s brand v ...

Anheuser-Busch introduced new “ice brewed” beer brands, Bud Ice and Bud Ice Light, in the US in 1995. An ad campaign featuring sinister penguins allowed the brand to reach across race and gender line ...

Keeping a successful campaign fresh is difficult. It was a problem faced by US beer brand Budweiser, which had run a very popular series of ads featuring animatronic frogs that had tripled consumer aw ...

In the mid-1990s, alcohol consumption amongst key US consumers aged 21 to 30 declined and Bud Light was particularly affected. A new ad campaign was launched to appeal to a generation of young men rai ...

This paper describes how Budweiser responded to the move from US consumers away from the traditional brewers towards beers produced by smaller, often local microbreweries. The number of twenty one to ...

This paper discusses the anti-drink-driving campaign for the Department of the Environment, Northern Ireland, from 1995-2006. The target throughout the campaign was all drivers who drink alcohol, and ...