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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 article describes innovative ways in which drinks marketers are responding to a pub industry that continues to decline in the UK.

Article

This event report looks at how retailers and brands are successfully co-operating in-store, with strategies including redesigned layouts and co-branded communications that are working to their mutual benefit.

Article

This event report addresses how Martini, the spirits brand, encouraged consumers in Belgium, Luxembourg and the Netherlands to break their establishing habits and try something new.

Case Study

Bombay Sapphire, the premium gin, wanted to boost consumer engagement globally and assert its premium positioning.

Case Study

Vodka brand Eristoff needed to build an emotional connection and justify its premium price in Spain, where it faced competition from generic brands and an 18-25-year-old target audience that was heavily affected by the recession.

News

LONDON: Smirnoff, Bacardi and Johnnie Walker are the top-selling international spirits brands, a new study has revealed.

Case Study

In Spain, Bacardi-Martini wanted to promote Eristoff Vodka as an alternative to cheap brands on the one hand and premium brands on the other.

Article

Many brands exploit nostalgia for the past. But merely resurrecting old presentations is not enough: brands must still incorporate the product improvements consumers have got used to.

Research Paper

This paper focuses on improvements introduced in 2007/08 to Geomex, the out-of-home audience measurement system in Spain.

News

The UK arm of Bacardi-Martini is starting up its own radio station, available online and via cellphones.

Case Study

The Latin Quarter Campaign has created dramatic sales growth across markets for Bacardi Carta Blanca rum by repositioning the brand away from its old fashioned 'beach holiday image', reinventing it as a unique and credible party spirit for young trendy males.

Article

Today brand communication goes far beyond the three minute advertising break. In some cases it has been transformed into a cultural experience.

News

Alcoholic drinks giant Bacardi-Martini is seeking a European shop to handle a brief spanning its beverage line-up.

Case Study

Archers, an alcoholic drink brand, was launched during the 1980s yuppie cocktail boom, but hit a natural growth ceiling with the early 1990s recession.

Case Study

Until 1992 the packaging, advertising, and agency representation for Smirnoff vodka were "all over the place," according to Tim Dewey, vice president of international marketing for International Distillers and Vintners (IDV), which purchased the brand from Heublin, Inc., in 1987.

Case Study

This case study (1998) examines how the introduction of Bacardi Breezer into the UK market changed a company's culture and, additionally, created a new market sector and changed a local economy.

Article

Discusses the development of and the future prospects for the `alcopops' market. What the product is, how it started, who is drinking it, how it may be changing habits, who is competing.

Case Study

In an unlikely part of South London, not far from Waterloo Bridge is the only remaining distillery in London that produces London gin, and the gin it produces is called Beefeater.

Case Study

New Bacardi brand launched in 1994, successful, but fundamentally repositioned in 1995 to compete in more dynamic sector of premium packaged lagers and ciders.

Case Study

The paper examines the long-term effectiveness of Smirnoff's advertising (since 1961/62 in the hands of Young & Rubicam) in maintaining the brand's dominant position in the vodka market.

Article

Discusses how the single market in 1992 will affect the drinks industry. British companies are particularly well placed in this market.

Case Study

Babycham was over 35 years old, the first alcoholic drink to be marketed to women. By 1982, research showed that the brand lacked saliency: old-fashioned, not a brand to be seen asking for, too `little woman', only for rare occasions.

Article

Part of a historical series of JWT London papers published by WARC, this pamphlet – first published in 1976 - focuses on UK consumer frustration and responses to difficult economic times.It includes contributions from Stephen King, Roderick White, Judie Lannon and Michael Barnes.

Article

This historical booklet reviews the year in advertising in 1975. It includes contributions from Denis Lanigan, John Lindsay-Bethune, Stephen King, Peter Bostock, Judie Lannon, David Wheeler and John Treasure.