Alcoholic Drinks

Marketing beer, wine and spirits

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



Euromonitor Profiles, September 2014
This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Jacob's Creek and Montana. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Euromonitor Profiles, August 2014
This Company Profile from Euromonitor provides key details and analysis of Rémy Cointreau. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Euromonitor Profiles, August 2014
This Company Profile from Euromonitor provides key details and analysis of SABMiller Plc. Included is a strategic evaluation with key facts about the British company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Euromonitor Profiles, September 2014
This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the alcoholic drinks market.

Euromonitor Profiles, September 2014
This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Ballantine and Absolut. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Nathalie de Rochechouart, Kim Gaspar, Florence Rainsard and Mark Whiting, ESOMAR, Congress, Nice, September 2014

This paper describes the thinking behind, the ambitions for and the challenges faced in developing an actionable and differentiated approach to generating and leveraging insights at Pernod Ricard, the alcoholic drinks company.


Matt Pearce and Michael Derepas, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes how Carlton Light, an Australian beer brand, targeted male beer drinkers with a down-to-earth campaign.


Nathan Byrne and Tim Llewellynn, Admap, September 2014

This case study explains how Budweiser, the beer brand, used facial image techniques to understand how well animatics predict the effectiveness of finished ads.


Jeffrey L. Bowman and David Burgos, WPP Atticus Awards, Merit, Consumer Insights, 2013

This article explains the Brand Cross-Cultural Index, which ranks brands in the US based on their ability to build meaningful connections across ethnic segments.

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