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News

LONDON: Malibu, the coconut-flavoured rum, is creating a buzz among consumers and within its parent group Pernod Ricard with its innovative approach to the internet of things (IoT) and plans on ramping up this approach next year.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Article

This report looks at competitive strategies across various alcoholic drinks and discusses how brewers need different ways to grow while wine companies need to grow organically.

News

BEIJING: Premium baijiu brands are tapping new markets in China, aiming to reach younger, middle class consumers with new products while also anticipating that a younger generation attracted to foreign spirits will eventually come back to the local ...

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Case Study

This case study explains how Diageo, an alcoholic drinks brand, created the first branded bot in India to engage consumers in the home party space.

News

MEXICO CITY:  AB InBev, the global brewing company, will attempt to speak to Mexican workers planning to cross the border to the US for a life of poorly paid work by offering the opportunity to become small business owners selling the ...

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.

News

LONDON: Magners Irish Cider and Tennent’s Lager owner C&C will gain a stake in the UK pubs market with its acquisition of Admiral Taverns.

Case Study

This case study shows how Hahn, a beer manufacturer, launched an ultra-low alcohol beer which had to define a role for itself and the ultra-low alcohol category amid declining beer sales in Australia.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

News

SYDNEY: Aussie millennials are less likely to drink alcohol than older demographics but they’re more open to new choices and when they’re out in bars and pubs they’re likely to spend more, new research shows.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

HO CHI MINH CITY: Global brewers are attracted to Vietnam not only because it’s one of the fastest-growing beer markets in Southeast Asia, but because they have a unique opportunity to buy their way in as the government prepares to sell off ...

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

News

CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...

Article

This event report looks at how brewer AB InBev approaches its content and entertainment strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.