Alcoholic Drinks

Information and insights on the alcoholic drinks sector

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



Jamie O'Brien, Warc Prize for Social Strategy, Entrant, 2014
This case study demonstrates how Bud Light, Anheuser-Busch's beer brand, used Facebook ads to increase preference for its beer and therefore increase sales in the US. The Facebook ad campaign identified Bud Light's best-performing standard Page posts, including a range of sports and beer related content, and amplified them, turning them into Facebook Page post ads.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past.

Ian Czencz, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in Australia by Wild Turkey, a whiskey brand owned by Campari, which used social media based around grassroots sport to position its brand. The brand's two key competitors had clear brand messages, but Wild Turkey did not. 10 sports teams were selected from across the country on a 'strength of character' criteria.

ARF Ogilvy Awards, Silver, Alcohol & Beverages, 2014
This case study explains how Guinness, the beer brand, repositioned itself in the US with an emotional campaign in order to expand its appeal. The brand was strongly associated with Ireland which had led it to be considered 'someone else's drink'.

Design Business Association, Silver, Design Effectiveness Awards 2014
This case study describes how Badger, a premium beer brand in the UK, refreshed its brand identity in order to increase brand awareness and sales. The old packaging made individual products prime, with little suggestion of a further brand portfolio.

Design Business Association, Gold, Design Effectiveness Awards 2014
This case study describes a packaging redesign by Angostura 1919, the rum brand, which sought to enhance its luxury positioning. The goal of the redesign was to do this whilst reducing packaging costs and increasing sales.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes a limited edition packaging design for Beefeater London Dry Gin, the alcoholic drink owned by Pernod Ricard, for sale during the 2012 Olympic Games. The design was limited by not being able to directly reference the Olympic Games nor change the bottle structure, and it had to include the iconic Beefeater yeoman.

Design Business Association, Silver, Design Effectiveness Awards 2014
This case study describes how Diageo, the alcoholic drinks company, redesigned its brand store in its London headquarters to grow sales and improve employee perceptions. The existing store, for staff and visitors, was utilitarian in its approach and was seen as a functional environment by employees.

Design Business Association, Silver, Design Effectiveness Awards 2014
This case study describes how Kirkstall Brewery, a small maker of craft beer in the UK, rebranded in order to stand out from a crowded marketplace. When Kirkstall first opened, it struggled in its first year as it sought to establish itself among a large number of other new craft breweries.

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