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AUSTIN, TX: Diageo, the alcoholic drinks company, is responding to shifts in consumer perceptions of luxury by connecting various brands with compelling experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Case Study

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Case Study

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Hennessy, Glenmorangie, Belvedere and 10 Cane.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Article

This article discusses Diageo's campaign for the JW Collection, made up of four miniature whisky bottles, which employed premium contemporary packaging to increase desire and devise sales.

Case Study

The case study talks about "The Gentlemen's Wager" – Johnnie Walker Blue Label's first centrally executed global digital campaign which was activated from August to November 2014 across 24 countries globally and eight countries in Asia.

Case Study

This case study describes how Johnnie Walker Blue Label, a premium scotch whisky, ran its first centrally-executed global digital campaign to raise the brand from premium to luxury.

Research Paper

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Article

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

Article

This article explores how luxury brands use digital and social media to build proximity to consumers whilst maintaining distance in an 'unselling' strategy.

Article

This article examines the luxury consumer landscape in the US, identifying five segments of consumers who have distinct approaches to luxury consumption and recommends ways to build relationships with each.

Case Study

This case study demonstrates how a new design transformed Johnnie Walker Collection, a set of four miniature JW whisky bottles, into a highly desirable gift pack.

Case Study

This case study explains how a redesign of long-running premium whisky brand Johnnie Walker Blue Label boosted sales by instilling a renewed sense of premiumness.

Article

This event report discusses how Rémy Cointreau, the premium alcoholic drinks group, is approaching digital in the US.

Article

This report discusses changing views of luxury, and how Diageo Reserve – the premium arm of the global spirits group – is attempting to respond.

Case Study

This case study describes how Sacred gin, a luxury gin product, redesigned its bottle label to reinforce its premium positioning, make it more attractive on the bar, and communicate its brand story.

Article

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.

Case Study

This case study describes the approach developed by Diageo, the drinks group, to create a platform and branded content to encourage elite Asia Pacific consumers in the luxury whisky market to engage with a new variant of Johnnie Walker, Diageo's upmarket whisky brand.

Case Study

The rum producer Angostura needed to refresh the design and branding of its super-premium 1824 variant to justify its high price point and bring its identity closer into line with the company's other rums.

Case Study

Members of Ardbeg malt whisky's CRM programme, the Ardbeg Committee, were the focus of this campaign.

Case Study

This case study focuses on the development and design of No.3 London Dry Gin, a super-premium gin brand launched by Berry Bros & Rudd (BBR), the UK's oldest wine and spirit merchant.

Case Study

Into a UK market in flux, Stella Artois - the Anheuser-Busch owned beer - wanted to launch its Stella Artois Black sub-brand.