Alcoholic Drinks

Marketing beer, wine and spirits

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



Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report argues that scarcity has been a key factor behind the success of "The Most Interesting Man in the World" campaign from Dos Equis beer.


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.


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

This event report shows how MillerCoors, the brewing group, is ramping up its content-marketing capabilities to engage millennials.


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.


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.


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, 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.


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.

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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