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Article

This report looks at competitive strategies across various alcoholic drinks and discusses how brewers need different ways to grow while wine companies need to grow organically.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

Case Study

The case study explains how Vodka Cruiser, a brightly coloured vodka-based alcoholic drink, made in Australia by Independent Liquor, a subsidiary of Asahi Breweries, used promoted posts on its Facebook page to engage with fans, carry out live polls, give supporters a chance to have their say and share it with friends.

Article

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.

Case Study

This case study shows how Mike's Hard Lemonade Co., a North American beverage manufacturer, increased its relevance among the male millennial target in the North American market.

Case Study

This case study shows how Mike's Hard Lemonade Co., a North American beverage manufacturer, reinvigorated its brand with a big digital campaign based around gaining Facebook likes.

Case Study

This case study explains how Mike's Hard Lemonade, an American alcopop brand, created a campaign to connect with a millennial audience through 'mikehacking' a play on the trend of lifehacking.

Case Study

This case study details how Palm Breeze, a flavoured malt beverage, succeeded in generating awareness and market penetration in the United States by targeting millennial women and becoming their friend as well as a trusted companion in their getaway time with girlfriends.

Case Study

This case study shows how Pimm's managed to change its established reputation as a British summer drink by encouraging people to drink it with curry.

Article

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.

Case Study

This case study explains how Pimm's, a seasonal summer-time alcoholic drink, trialled a new personality for the brand in the UK: Pukka Pimm's, to be drunk while eating curry.

Case Study

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

Case Study

This case study explains how Pernod Ricard Winemakers promoted a new internal creative laboraties program to increase innovation and meet business goals.

Case Study

This case study describes how Pernod Ricard Hong Kong's whisky brand Chivas returned to its classy film roots to effectively engage its target audience and achieve reappraisal.

Case Study

This case study explains how McDonald's, the fast food chain, made its existing mobile loyalty programme in Japan more effective by leveraging user data.

Research Paper

Inspired by success stories from Europe and the US, this paper investigates the key underlying factors for product innovation success, aiming to discover a model for this success and the required approach.

Article

This report reveals the requirements for successful product innovation, based on the stories of the 2014 Nielsen Breakthrough Innovation winners.

Article

This Adstats article examines global adspend in the alcoholic drinks market.

Article

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television.

Article

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.

Case Study

This global campaign for Havana Club repositioned the Cuban rum as a "hot" brand in order to increase sales volumes and market share against the market leader, Bacardi.

Case Study

This campaign for Bundaberg Red, an Australian rum brand owned by Diageo, reversed declining value growth caused by drinkers turning to bourbon whiskey.

Case Study

With this campaign, Jim Beam, a US bourbon whiskey brand, aimed to re-energize the brand and reach new customers at home and abroad.

Case Study

Pernod Ricard promoted its Havana Club mojito brand with this UK campaign.

News

LAGOS: Diageo and Pernod Ricard, the premium spirits groups, are both ramping up their focus on Africa, a market characterised by a mixture of opportunities and challenges.