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Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

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.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

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 describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

News

SYDNEY: Australia's drinking culture is changing, with alcohol consumption generally falling but niche markets such as cider growing rapidly.

Article

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

News

KUALA LUMPUR: Malaysian consumers are increasingly open to new experiences as they become more affluent and that makes brand loyalty harder to achieve, a leading marketer has said.

News

AMSTERDAM: Heineken, the Dutch brewing giant, is developing a social media strategy that employs real-time marketing to target consumers on mobile devices.

Article

The typical model for innovation is that a company will launch many products in the hope that some of them will stick and become a success.

Article

Within the sluggish North American beer market, "hard" (i.e. alcoholic) cider has recently emerged as a major growth segment within the category.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

News

LONDON: New products with strong ethical credentials, and which consistently react to the latest consumer insights, are the most likely to enjoy long-term success, a study from Datamonitor has found.

Case Study

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases.

Case Study

To engage existing and potential drinkers of Strongbow cider and to build a database via viral activity, Strongbow developed 'BowTime' - a time to spend with friends over a pint of Strongbow.

Article

This article discusses the challenges and opportunities facing Heineken, the world's fourth biggest brewer, following its purchase of its UK competitor Scottish & Newcastle (S&N).

Article

This article discusses 'experiential marketing' (EM), defined as 'a live interaction with consumers, which presents products or ideas within the context of a total brand experience'.

Article

This article shows how music festivals can create traps for experiential marketers, and offers guidance for exploiting these events.

Case Study

In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs.

Article

It is a commonplace that most people want to see and try a product before they buy it - and 'brand experience' via sampling, demos and test drives is hardly new.

Article

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market.

News

British brewer Scottish & Newcastle is selling its pub, restaurant and hotel units as it seeks to broaden its drinks portfolio.

Article

David Iddiols describes recent research which attempts to define what is 'successful' when using celebrities in advertising campaigns.

News

Following the discovery of around £3.8 million ($5.99m; €6.06m) in undisclosed promotional expenditure and the firing of its chief executive and financial director [WAMN: 01-Oct-02], Britain's leading cider-maker H P Bulmer has appointed corporate ...

News

Alan Flockhart, finance director at cider giant H P Bulmer, owner of the market-leading Strongbow and Woodpecker brands, has walked the plank after the discovery by auditors Deloitte & Touche of some £3.8 million ($5.99m; €6.06m) in undisclosed ...