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Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

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.

Case Study

Canadian Club, a brand of Canadian whisky, launched a video campaign that made Australians question whether they actually like beer and showed them the perfect alternative, its Ready to Drink whisky.

Article

A global outlook on the alcoholic drinks category, including information on the leading companies and brands, five trends shaping the industry and market snapshots.

Case Study

Kyrö Distillery Company, a Finnish distillery, designed packaging that told a story in order to promote its gin in Finland, despite strict laws on advertising alcohol.

Case Study

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

News

DANA POINT, CA: Jim Beam, the whiskey brand, has seen major advantages from breaking with the conventions of its category and reaching out directly to female drinkers.

Article

Beam Suntory, the alcoholic drinks company, has retooled its approach to brand building in various ways.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

News

BOGOTÁ: Pernod Ricard, the drinks business, gathered a wealth of information from an online community in Colombia, and attributed part of that success to a program of incentives that encouraged participants to complete a range of tasks.

Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Research Paper

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.

Article

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

News

NEW YORK: Johnnie Walker, the most popular blended Scotch whisky in the world, plans to launch a rebranded version in the US that features a stylised woman on the label in place of its famous “striding man” logo.

Case Study

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.

Case Study

Jameson, an Irish whiskey brand, launched a campaign in the US to increase brand loyalty and authenticity.

Case Study

Aperol, an alcoholic drink, created the Summer of Spritz campaign with fashion brand Man Repeller to engage with millennials and increase brand relevance in the US.

News

NEW YORK: Smirnoff, the vodka brand owned by Diageo, is emphasising the importance of consumer insights as it seeks to conquer the challenges that are now facing many major brands.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.