Alcoholic Drinks

Marketing beer, wine and spirits

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



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.


Euromonitor Profiles, March 2015
This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, methods of production and distribution, and assessment of its position in the alcoholic drinks market.

Euromonitor Profiles, March 2015
This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the luxury market.

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.


Euromonitor Profiles, March 2015
This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Euromonitor Profiles, March 2015
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.

Research on Warc, NewsCred, February 2015

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.


Institute of Communication Agencies, Grand Prix, Canadian Advertising Success Stories, 2015

This case study demonstrates how Molson Canadian, the beer brand, used a patriotic campaign to reverse a five year downward trend and grow share.

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