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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 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 describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Case Study

This case study looks at Green's, a British gluten-free beer brand, that rebranded in order to sit more comfortably among mainstream beer shelves, a departure from the prior 'pharmaceutical look'.

Case Study

This case study reveals how Molson Coors, a beer brand, helped convenience retailers in the UK improve their store environments to drive sales of beer and cider.

Case Study

This case study demonstrates how Steinlager, New Zealand's No1 premium beer, grew sales by breaking the mould of standard industry advertising.

Case Study

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.
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Article

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

Article

This event report describes how Pernod Ricard, the international alcoholic beverage brand recast the brand for a young Indian audience by exploring a more nuanced idea of success than just wealth.

Article

This event report looks at how Patrón, the ultra-premium tequila brand, approaches consumer segmentation.

Article

This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Jacob's Creek and Montana.

Article

This Company Profile from Euromonitor provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Article

This event report discusses the evolution of Absolut Labs, an innovation-focused unit of the vodka brand focused on cutting-edge marketing activations.
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  1. 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.
  2. Article

    This event report outlines how Heineken USA, the brewing group, is using proximity marketing to engage with consumers across different moments and touchpoints.

  3. Article

    Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.
  4. 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.

  5. Article

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

  6. Article

    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.

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