Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021
Fourth Wave Wines, an Australian wine producer, launched a new brand of wine, Tread Softly, in Australia with an environmental brand promise and delicate packaging to show its brand commitments and delicate style of wine.
Unless negotiators come up with a last-minute trade agreement, the Brexit transition period between the UK and the EU ends on December 31, with far-reaching consequences for wine brands and traders, who may have to realign to the marketing-led approa
Wine matters – Covid made that point abundantly clear – and for the now separate wine retailers, physical stalwart Majestic, and online DTC pioneer Naked, that fact has meant divergent strategies working well in the same category.
Gen Z consumers – and Gen Alpha after them – are less likely to drink alcohol than previous generations, forcing an evolution in the alcoholic beverages category for both product development and marketing approach.
Marketers of products like chocolate, beer, honey and even marijuana could benefit from adopting a “synesthetic” approach that causes multiple senses to interact, according to an article published in the Journal of Advertising Research (JAR).