Alcoholic Drinks

Marketing beer, wine and spirits

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



Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at how brands can achieve and measure cultural relevance, an important consideration for a business like Diageo, whose brands do not offer functionally different benefits.


Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report highlights the importance of innovating around a classic design.


Euromonitor Profiles, June 2015
This Company Profile from Euromonitor provides key details and analysis of SABMiller Plc. Included is a strategic evaluation with key facts about the British company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Constellation Brands in the USA extended the market for its Corona Extra beer.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Heineken New Zealand reinvigorated its Tui beer brand to address its declining market share.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Anheuser Busch maintained leadership in the light beer category reinvigorating the demand for Bud Light amongst the new generation of millennials.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Moet Hennessy USA revived sales of its Hennessy cognac in an increasingly competitive spirits market.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic.


Anna-Claire Clendon, Warc Prize for Social Strategy, Entrant, 2015
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James Ready Beer: Help Us, Help You

How a small Canadian beer brand used co-creation