Alcoholic Drinks

Marketing beer, wine and spirits

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



Suzzane Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Bailey's, the alcohol drink, targeted Chinese women by focussing on special female friendships and their importance to women.


Sashi Kumar, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Heineken, the beer brand, promoted responsible drinking in South-East Asia by modelling positive behaviour in humorous online videos and encouraging social sharing.


Felix Pels, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Heineken, the beer brand, used its UEFA Champions League sponsorship, and a viral video, to increase brand affinity in Thailand and Indonesia.


Tanawat Chomtong , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Smirnoff, the vodka brand, introduced itself to a new generation of drinkers by igniting a conversation about young people's unspoken desires and rising aspirations in Thailand.


Sanjay Sharma and Arjun Paul , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how VAT 69, the whiskey brand, reached out to older Indian men with families during the busy festive season.


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

This event report breaks down how MillerCoors, the brewing group, is tackling some of the major challenges of digitally-empowered marketing.


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.

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COMPANY PROFILES

Alcoholic Drinks

Profiles of the world's leading alcoholic drinks companies


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James Ready Beer: Help Us, Help You

How a small Canadian beer brand used co-creation