Alcoholic Drinks

Marketing beer, wine and spirits

Articles and cases by category:
Beers, lagers, stouts, cider
Drink industry, market



Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report shows how MillerCoors, the brewing group, is tackling declining sales in the light beer sector. Miller Lite essentially created the light-beer segment as a mass-market phenomenon, and it remains a key brand for the company.

Jack Spicer and Mathieu Dauner, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Bundy Rum, an alcohol brand owned by Diageo, created a limited edition bottle to help the Australian town of Bundaberg, the brand's ancestral home that had been damaged by floods.


Michaela Futcher, Account Planning Group - (Australia), Gold, Creative Strategy Awards 2014

This Australian campaign aimed to make Tiger Beer the world's most recognised Asian beer among young male consumers by using a meaningful cultural insight.


Guy White, David Simoes-Brown, Barbara Juhasz and Eileen Schuch, MRS Awards, Finalist, December 2014

This article explains how Carlsberg, the brewing company, successfully launched a cider brand in Switzerland.


Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Antarctica, a Brazilian beer brand, created a chill-o-meter to alert consumers to when their beer was the perfect temperature.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian beer company Antarctica beer created The Samba Table, spreading the culture of samba amongst a new generation of beer drinkers.


Joris Fonteijn, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study sets out how Heineken created a prototype interactive beer bottle to revitalise its premium position amongst nightclub goers.


Sophie Meere and Paulina Larocca, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study explains how Pernod Ricard Winemakers promoted a new internal creative laboraties program to increase innovation and meet business goals.


Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report outlines three key ways that marketing research is failing brands, largely due to problems regarding consumer panels. One issue concerns "wave-to-wave" consistency, as the make-up of panels varies greatly between different rounds of research, so results vary and tracking becomes difficult.

WARC RECOMMENDS


RECOMMENDED CASES

Alcoholic Drinks

Warc's pick of the most effective alcoholic drinks case studies


WARC TRENDS

Super-Premium Gin

The high-growth segment of a flat wider market


CASE STUDY

Tiger: 50 must do things in Asia

Warc Asia Prize winner uses experiential and social media


COMPANY PROFILES

Alcoholic Drinks

Profiles of the world's leading alcoholic drinks companies


CASE STUDY

James Ready Beer: Help Us, Help You

How a small Canadian beer brand used co-creation