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Alcoholic drinks

Alcoholic drinks is a major advertising sector, covering categories such as beer, cider, wines and spirits. Marketing of these products is regulated in many markets, in particular with regard to limiting exposure of alcohol marketing to children. Key trends in the industry include the rise of ‘craft’ brands in several markets, particularly craft beer but also premium spirits.

Key Reading

Important papers from across the Warc database

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. Tips include the use of trendy ingredients, celebrity endorsement and stylish packaging.
This article describes innovative ways in which drinks marketers are responding to a declining pub industry in the UK.
Insights on the use of digital and in particular the value of mobile for the alcoholic drinks sector.
How a major vodka brand engages millennial consumers with clever use of digital touchpoints.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study shows how Neumarkt, a beer brand, increased market share and sales by directly appealing to its core Romanian male audience.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.
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This event report looks at how brewer AB InBev approaches its content and entertainment strategy.


This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.


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


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.


This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.


This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.
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  1. 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.

  2. Article

    This case study shows how Guinness, a beer brand, developed an award winning campaign to cement its brand identity across the UK and Irish markets.
  3. Article

    This event report outlines how Moët Hennessy, which manufactures a range of premium alcoholic drinks, is responding to changing beliefs and behaviours around luxury.

  4. Article

    This case study indicates how Jameson, a whisky brand, developed a campaign to engage locally with US consumers and bars to increase sales and brand awareness.

  5. 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.

  6. Article

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

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