What happens when alcohol brands "go dark" | WARC | The Feed
The Feed
Daily effectiveness insights, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.

What happens when alcohol brands "go dark"
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.
Why it matters
This content is for subscribers only.
Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.
Email this content