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Article

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

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’.

Article

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

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

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

Case Study

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

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.

Case Study

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Case Study

Diageo, the drinks company, drove awareness of its Captain Morgan rum brand during the summer months in the UK through association with Leicester City FC, a Premiership football team.

Case Study

Baileys, an alcoholic drinks brand, conducted a global, cross-category study to understand how indulgence differs depending on cultural beliefs and different social functions.

Case Study

Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK through bespoke playlists and give them the summertime feeling as winter approached.

Case Study

Hennessy, a spirit brand, partnered with IBM Watson and used its AI technology to create personalised cocktails for Irish consumers, to recruit a new generation of Hennessy drinkers.

News

PARAIPABA: Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.

News

LONDON: Malibu, the coconut-flavoured rum, is creating a buzz among consumers and within its parent group Pernod Ricard with its innovative approach to the internet of things (IoT) and plans on ramping up this approach next year.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Case Study

Blended Scotch whisky brand Ballantine reignited interest for blended whisky in Korea through a campaign celebrating individuality.

Case Study

Distilled beverages producer Pernod Ricard Argentina used Facebook and mobile technologies to build awareness for Oddka, a new vodka brand.

Case Study

Vodka brand Absolut used tailored audiences, geo-location and interest data in real time to launch and promote Absolut Buenos Aires, a new limited edition bottle.

Case Study

Scotch whisky brand Johnnie Walker Red used data services and mobile technology to reach out to millennial consumers, increase its social media reach and grow sales in Columbia.

Case Study

Drinks brand Johnnie Walker delivered offers to tourists arriving in Brazilian airports with the help of mobile data and geolocation technology.

Case Study

Diageo, a drinks brand, increased brand awareness in India by using a TV to mobile advertisement synching tech engine.

Case Study

Gordon’s, the British gin brand, increased sales and footfall by using mobile ads to target commuters with its Gin & Tonic can product in the UK.

Case Study

McDowell's no.1, a whisky brand, increased sales in India by mapping and targeting consumers through audio finger printing and social media data analysis.

Case Study

Tanqueray, a brand of gin, created a mobile campaign in Spain to relaunch and generate brand awareness to meet competitors.