Alcoholic Drinks

Marketing beer, wine and spirits

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



Alastair Bowers, Niccolo Rigo and Joe Corcoran, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Ballantine's, a Scotch whisky brand owned by Pernod Ricard, created a digital t-shirt to help connect with a younger market and communicate its brand values.


Isabela Albero, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Brazilian beer brand Antarctica, the main sponsor of Rio de Janeiro's carnival, created a campaign to increase awareness of the dangers of drinking and driving.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report explains how Newcastle Brown Ale, the beer brand, has moved its advertising spend almost exclusively to digital, with great success.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report explains how Heineken USA, the brewing group, is enhancing its knowledge and capabilities in the mobile space.


Jay Chiat Strategic Excellence Awards, Best Communications/Engagement Strategy and Silver, 2014

This case study explains how Newcastle Brown Ale, the beer brand, applied its 'no bollocks' approach to advertising during the Super Bowl build-up in the US.


Jay Chiat Strategic Excellence Awards, Honorable Mention, 2014

This case study explains how Corona, the beer brand, broke out of its 'for the beach' branding in New York City with a billboard-focused event that adapted the brand to a nocturnal urban drinking culture.


Matt Che, Joslyn Wu and Ed Tsue, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Harbin, a Chinese beer brand, presented itself as central to the opportunity offered by the soccer World Cup to break away from the daily grind.


Yudhishthir Agrawal, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Johnnie Walker, the scotch whisky brand, reversed its decline in India by appealing to younger consumers with a brand extension.


David Atkinson, Market Leader, Quarter 4, 2014

This article explains how Desperados, a small drinks brand which mixes beer and tequila, used a carefully targeted campaign to launch in London, UK, and create a 'cool' image.

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