Alcoholic drinks

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News • 11 April 2018

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

LVMH Moët Hennessy Louis Vuitton SA (Luxury)

Article • Euromonitor Profiles, March 2018

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Bodegas Barbadillo: Poetry in a Bottle

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

Bodegas Barbadillo, a Spanish winery, successfully launched a new special vintage wine and raised brand awareness in the UK and Spanish markets.

The Patrón Spirits Company: Patrón Cocktail Lab – The Intelligent Cocktail Recommendation Platform

Case Study • MMA Smarties, Silver, North America, Mobile Audio, 2017

Patrón, an alcoholic drinks brand, demonstrated the versatility of its tequila by creating a voice-enabled app that helps people in the US discover cocktail combinations suited to their individual taste.

Diageo brews up engaging experiences

News • 01 June 2017

AUSTIN, TX: Diageo, the alcoholic drinks company, is responding to shifts in consumer perceptions of luxury by connecting various brands with compelling experiences.

Diageo brews up enticing brand experiences

Article • Stephen Whiteside, Event Reports, South by Southwest, March 2017

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Moët Hennessy’s new look at luxury

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2016

This event report outlines how Moët Hennessy, which manufactures a range of premium alcoholic drinks, is responding to changing beliefs and behaviours around luxury.

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

Case Study • Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2016

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Johnnie Walker Houses

Case Study • Design Business Association, Gold, Design Effectiveness Awards, 2016

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

LVMH (Drink and beverages, wine and spirits)

Article • Euromonitor Profiles, February 2016

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Hennessy, Glenmorangie, Belvedere and 10 Cane.

Packaging the Johnnie Walker Collection

Article • Hilary Boys, Admap, November 2015, pp. 38-39

This article discusses Diageo's campaign for the JW Collection, made up of four miniature whisky bottles, which employed premium contemporary packaging to increase desire and devise sales.

Johnnie Walker Blue Label: The Gentlemen's Wager

Case Study • Ronnie Thomas, WARC Prize for Asian Strategy, Shortlisted, 2015

The case study talks about "The Gentlemen's Wager" – Johnnie Walker Blue Label's first centrally executed global digital campaign which was activated from August to November 2014 across 24 countries globally and eight countries in Asia.

Johnnie Walker Blue Label: The Gentlemen's Wager

Case Study • Ronnie Thomas, WARC Prize for Connection Strategy, Bronze, 2015

This case study describes how Johnnie Walker Blue Label, a premium scotch whisky, ran its first centrally-executed global digital campaign to raise the brand from premium to luxury.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Research Paper • Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 270-283

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

The Brand Challenge: Luxury branding

Article • Jean-Noël Kapferer, Research on WARC, September 2015

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

Luxury marketing: 5 ways to market prestige brands

Article • Wolfgang Schaefer, WARC Best Practice, July/August 2015, pp. 14-16

This article explores how luxury brands use digital and social media to build proximity to consumers whilst maintaining distance in an 'unselling' strategy.

The US luxury retail landscape report

Article • Nielsen, May 2015

This article examines the luxury consumer landscape in the US, identifying five segments of consumers who have distinct approaches to luxury consumption and recommends ways to build relationships with each.

Johnnie Walker Blue Label redesign

Case Study • Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study explains how a redesign of long-running premium whisky brand Johnnie Walker Blue Label boosted sales by instilling a renewed sense of premiumness.

Johnnie Walker Collection packaging

Case Study • Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study demonstrates how a new design transformed Johnnie Walker Collection, a set of four miniature JW whisky bottles, into a highly desirable gift pack.

How luxury brands can go digital: Insights from Remy Cointreau

Article • Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report discusses how Rémy Cointreau, the premium alcoholic drinks group, is approaching digital in the US.

Diageo adapts to changing definitions of luxury

Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014

This report discusses changing views of luxury, and how Diageo Reserve – the premium arm of the global spirits group – is attempting to respond.

Sacred: Outstanding profits thanks to a heavenly new identity

Case Study • Design Business Association, Silver, Design Effectiveness Awards 2014

This case study describes how Sacred gin, a luxury gin product, redesigned its bottle label to reinforce its premium positioning, make it more attractive on the bar, and communicate its brand story.

Alcohol pricing

Article • Jose Mendoza, Paul Baines and Lynette Ryals, WARC Best Practice, July/August 2013, pp. 44-45

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.

John Walker & Sons Voyager

Case Study • Cleo Smeeth, Sabrina Viegas, WARC Prize for Innovation, Entrant, 2013

This case study describes the approach developed by Diageo, the drinks group, to create a platform and branded content to encourage elite Asia Pacific consumers in the luxury whisky market to engage with a new variant of Johnnie Walker, Diageo's upmarket whisky brand.

What's working in beer and cider

Article • WARC Exclusive, March 2018

Global strategies, campaign updates and trends in the beer and cider category.
Competitive strategies in alcoholic drinks

Article • Euromonitor Strategy Briefings, September 2017

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.
Beer: The quest for a perfect beer and food combination using big data, algorithms and contextual consumer product testing (virtual reality)

Research Paper • Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen and Wim Hamaekers, ESOMAR, Congress, 2017

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
Guinness: An effectiveness story Made Of More

Case Study • Rory Gallery and Lilian Sor, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2016

This case study shows how Guinness, a beer brand, developed an award winning campaign to cement its brand identity across the UK and Irish markets.
The Brand Challenge: Luxury branding

Article • Jean-Noël Kapferer, Research on WARC, September 2015

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.