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Key reading

Ciroc

Best practice on alcohol pricing

This Best Practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning. Tips include the use of trendy ingredients, celebrity endorsement and stylish packaging.
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How drinks marketers are responding to social and lifestyle changes

This article describes innovative ways in which drinks marketers are responding to a declining pub industry in the UK.

Heineken USA's mobile marketing mandate

Insights on the use of digital and in particular the value of mobile for the alcoholic drinks sector.

Smirnoff redefines the idea of engagement

How a major vodka brand engages millennial consumers with clever use of digital touchpoints.

Alcoholic Drinks company profiles

Euromonitor data and analysis on the sector's major companies.


Latest case studies

Heineken UK: Our shout

This case study shows how Heineken UK, the beer brand, undertook a B2B campaign to increase the distribution of Heineken brands nationwide, and to remove competitor brands from the bar to gain competitive advantage.

Barefoot Wine: Barefoot roadshow 2014

This case study shows how Barefoot Wines, part of E&J Gallo, increased sales and awareness of product and brand in Germany through an experiential campaign.

Pulse by Absolut

This case study demonstrates how Absolut, the vodka brand, used an experiential event to grow engagement with millennials in Ireland.

Affligem: Momentum

This case study demonstrates how Affligem, a Belgian beer brand owned by Heineken, used storytelling to reposition as a luxury brand in Italy.

Latest articles

New frontiers in qualitative research: How to practically apply new learning from across the behavioural sciences to enhance and invigorate qualitative research

This paper explores how learning from neuroscience, experimental psychology and behavioural economics can be used to invigorate established qualitative research methods and pioneer new approaches.

How an Ogilvy strategist reimagined Pimm's

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.

Contextual actions speak louder than words: The impact of context on liking of beer using behavioral and implicit measures

This paper uses a research case study of Heineken beer to demonstrate that sensory product testing is best done in a naturalistic setting using implicit behavioural measures.

Anheuser-Busch InBev tackles soccer sponsorship in the US

This event report addresses why Anheuser-Busch InBev, the brewer, is aiming to tap into the growth of soccer in the US.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

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Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com