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Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

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 Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

News

CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...

Article

This event report looks at how brewer AB InBev approaches its content and entertainment strategy.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

News

CANNES: Diageo, the alcoholic drinks company, believes that purpose-driven marketing remains a powerful form of communications, despite some emerging criticisms of this strategy.

Article

This event report outlines how MillerCoors, the brewing giant, establishes and activates its sponsorship priorities.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider 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.

News

CANNES: Marketers should be more willing to discuss their failures and recognise that these slip ups are often part of a longer journey towards making great work, according to Syl Saller, the Chief Marketing Officer at Diageo.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

Article

This report provides an overview of the current state and future directions of the global alcoholic drinks industry, identifying underlying trends in the most important, dynamic or flagging categories and regional markets.

Article

This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

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 explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Case Study

This case study shows how Neumarkt, a beer brand, increased market share and sales by directly appealing to its core Romanian male audience.

Case Study

This case study shows how Antarctica, a beer brand, cut through the advertising noise at the Rio de Janeiro Carnival celebrations by reintroducing its Brazilian consumers to tech-free fun.