Alcoholic Drinks

Marketing beer, wine and spirits

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



Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Carhartt, the workwear manufacturer, engaged consumers in a new way by developing a branded craft beer.


Marty Kane, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Molson Canadian lager raised its profile in Ireland with a treasure hunt run through social and digital media.


Lee Dorsey, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Maker's Mark, a bourbon brand, increased its profile and sales in the US by exploiting the annual spike in interest associated with the Kentucky Derby.


Nicola Swankie, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how J├Ągermeister, the alcoholic drinks brand, raised its profile in Australia with a content-driven social media campaign that targeted young men.


Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Newcastle Brown Ale played up to its image as a blatantly honest, no-frills beer brand in the US by parodying the advertising hype around the Super Bowl.


Tobias Puehse, Nielsen, March 2015

This article introduces Nielsen's Breakthrough Innovation Report for Southeast Asia, which reviewed more than 2,500 consumer product launches across key Southeast Asia markets in order to identify innovation success.


David Atkinson, Market Leader, Quarter 2, 2015

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


Joseph Clift, Event Reports, IPA Advertising Works, March 2015

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners.

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COMPANY PROFILES

Alcoholic Drinks

Profiles of the world's leading alcoholic drinks companies


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James Ready Beer: Help Us, Help You

How a small Canadian beer brand used co-creation