News
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
News
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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.
Article
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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.
Article
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
Article
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
Research Paper
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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.
Article
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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.
Article
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
Article
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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.
Article
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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.
Case Study
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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.
Article
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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.
Case Study
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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.
