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Key reading


Best practice on alcohol pricing

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.
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How drinks marketers are responding to social and lifestyle changes

This article describes innovative ways in which drinks marketers are responding to a declining pub industry in the UK.

Heineken USA's mobile marketing mandate

Insights on the use of digital and in particular the value of mobile for the alcoholic drinks sector.

Smirnoff redefines the idea of engagement

How a major vodka brand engages millennial consumers with clever use of digital touchpoints.

Alcoholic Drinks company profiles

Euromonitor data and analysis on the sector's major companies.

Latest case studies

Johnnie Walker: Glass Car - Join the pact

This case study describes how Johnnie Walker, a Scotch whiskey label, stayed true to its brand values and led the category by amplifying responsible drinking into a global platform of behaviour change.

Johnnie Walker: Keep the flame alive

This case study demonstrates how Johnnie Walker, the most widely distributed blended Scotch Whisky in the world, transformed Lebanon's media landscape and social conversations by reigniting the spirit of resilience of the Lebanese people with its 'Keep Your Flame Alive' campaign.

Heineken: Our shout

This case study looks at the beer company, Heineken's campaign in the UK that drove on-trade that increased drinkers' dwell time by offering web services or advertising in return for an incremental draught volume.

Hennessy: Wild Rabbit

This case study describes how Hennessy, a French cognac brand founded in 1765, found a more contemporary and relevant way to define itself for its US audience, re-earned the respect of its audience and generated fresh sales momentum.

Latest articles

Anheuser-Busch InBev (Drink and beverages, alcoholic)

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.

How failure inspired marketing innovation at Absolut Labs

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

Warc 100: The world's best drinks campaigns and companies 2016

This short report summarises the results for the drinks category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

A demonstration of structural choice modelling in a market research context

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.

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Monique Dolbin


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Nicola Tillin
Ed Pank

Asia Pacific

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