Alcoholic drinks

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What's working in spirits

Article • WARC Category Intelligence, March 2018

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

Brown-Forman (Drink and beverages, alcoholic)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

Tequila Patron: Proudly Mexican

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (New Product), 2018

Tequila Patrón, a brand of premium tequila, promoted brand authenticity and was able to obtain vast media coverage of its collaboration with renowned Mexican director Guillermo del Toro.

Baileys: A radical brand turnaround story with extra sprinkles

Case Study • Katie Mackay-Sinclair, Jack Farrelly and John Thomson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Baileys, a brand of cream liqueur, repositioned itself into the world of 'real adult treats' and reversed downwards trending sales.

The PatrónSpirits Company: Patrón Cocktail Lab

Case Study • Direct Marketing Association - US, Silver, 2018

Patrón, a brand of tequila, launched Cocktail Lab to serve up recipes based on personal preferences, behavioral insights, local trends, and occasions that successfully changed public perception of the brand globally.

Bacardi: Martini DJ Bot

Case Study • Direct Marketing Association - US, Runner Up, 2018

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

Patrón Cocktail Lab

Case Study • MMA Smarties, Gold, North America, 2018

Pernod Ricard (Drink and beverages, spirits)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Ballantine and Absolut.

Diageo Plc (Drink and beverages, spirits)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.

Beefeater London Town

Case Study • MMA Smarties, Finalist, Global, 2018

Beefeater, a London-based brand of gin, provided experiences for people in Madrid of the four pillars of the campaign: food, culture, music and people.

Gordon's Gin: Alleviating frustration at the station

Case Study • MMA Smarties, Finalist, Global, 2018

Gordon's, a brand of gin, used conventional technology in an unconventional way to boost sales via targeted messaging.

Moet Hennessy Diageo: Find What Matters - A new creative brand communications platform for consumer engagement by Hennessy

Case Study • SABRE Awards, Gold, APAC, Influencer Marketing, 2018

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

Bacardi & Co Ltd (Spirits, Drink and beverages, alcoholic)

Article • Euromonitor Profiles, September 2018

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.

Beam Suntory: How questioning the unquestionable breathed new life into Canadian Club

Case Study • The Communications Council, Gold, Australian Effie Awards, 2018

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.

Alcoholic drinks global industry overview

Article • Euromonitor Strategy Briefings, July 2018

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

Absolut Vodka: One Source

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

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.

Kyrö Distillery Company

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

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.

Hangar 1 Fog Point

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

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.

Monkey Shoulder: The Serious Business of Monkeying Around

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

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.

Hangar 1 Fog Point

Case Study • Effie Worldwide, Silver, North American Effies, 2018

Hangar 1 Fog Point, a vodka brand, launched a vodka made out of fog in order to penetrate the US market during a time when parts of it were affected by drought.

Jim Beam's female focus pays off

News • 22 May 2018

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.

How Beam Suntory brought whiskey to women and built a global brand

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

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

Jameson Irish Whiskey: Jameson Connects

Case Study • SABRE Awards, Gold, Western Africa, Africa, 2018

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

How Pernod Ricard incentivised an online community

News • 04 May 2018

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.

Jägermeister adapts to changing drinking habits

Article • Matthew Carlton, Event Reports, YMS18, March 2018

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’.

Alcoholic drinks global industry overview

Article • Euromonitor Strategy Briefings, July 2018

A global outlook on the alcoholic drinks category, including information on the leading companies and brands, five trends shaping the industry and market snapshots.
What's working in spirits

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the spirits category.
What's working in beer and cider

Article • WARC Category Intelligence, 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.
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.
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.