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Alcoholic drinks industry (general)

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News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

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.

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

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.

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

News

CANNES: Marketers should be more willing to discuss their failures and recognise that these slip ups are often part of a longer journey towards making great work, according to Syl Saller, the Chief Marketing Officer at Diageo.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

Article

This report provides an overview of the current state and future directions of the global alcoholic drinks industry, identifying underlying trends in the most important, dynamic or flagging categories and regional markets.

Article

This short report summarises the results for the drinks category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

MUMBAI: Leading alcohol groups are increasingly working with wedding planners, delivering directly to the venues, and setting up pop-up bars at the celebrations, as weddings move away from highways and hotels.

News

VANCOUVER/PARIS: The mere marketing of energy drinks as mixed with alcohol ends up making young men feel more intoxicated and uninhibited than they actually are, a new study has revealed.

Opinion

On Tuesday, March 14th, after a fantastic day at the MRS Conference, a selection of research revolutionaries descended upon Vout-O-Reenees - a club for the ‘surrealistically distinguished’ - to celebrate 10 years of the Research Liberation Front.

News

LONDON: Diageo delivers truth in its marketing by acknowledging reality, according to the drinks giant's head of culture and entertainment.

Article

This article explores how highly regulated brands can produce interesting, surprising, and fresh marketing ideas despite the many restrictions on what can be shown.

Research Paper

This paper talks about the impact of illicit trade, drawing attention to the growing problem by analysing its core drivers and describing the main winners and losers of the shadow economy.

Article

This short report summarises the results for the drinks category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

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

Article

This article demonstrates how UK consumers want to make better, more confident choices around health and wellbeing and how relevant brands can make the most of these opportunities.

Article

This article explains how a beverage brand determined the impact of exposure to a TV ad and an online video ad on sales.

Case Study

This case study provides an outline of alcoholic drinks giant Diageo's content marketing and SEO strategy.

Case Study

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.

Article

This report reveals the requirements for successful product innovation, based on the stories of the 2014 Nielsen Breakthrough Innovation winners.

Article

This report guides users through the alcoholic beverage industry, looking at the state of the business, the marketing opportunities, with particular focus on millennials, and best practice case studies.