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19 August 2021
What happens when alcohol brands "go dark"
Brand equity & strengthAlcoholic drinks industry (general)Marketing in a recession
Brands in the alcoholic drinks sector typically witness double-digit sales declines if they stop broad-reach advertising for a year, according to a study published by the Journal of Advertising Research (JAR).
The study analysed the performance of 41 brands – drawn from the beer, spirits and cider categories in Australia – that advertised “intermittently” over a period of nearly 20 years. And its dataset included 57 instances where brands stopped advertising for a year or more.