Article
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WARC Category Intelligence, March 2018
Global strategies, campaign updates and trends in the spirits category.
News
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05 December 2019
Scottish distiller William Grant successfully appealed to a non-traditional audience of younger, tech-savvy drinkers with a novel use of data to not only create a new product but also to inform the marketing.
Case Study
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MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
Brown-Forman, a spirits and wine company, mixed consumer research with a bespoke predictive model to identify the best serve that would help grow sales of one of its drinks in the UK.
Article
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Brian Carruthers, Event Reports, Social Media Week, November 2019
Looks at how distiller William Grant created and marketed a new whisky brand.
News
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04 November 2019
Liquidity issues and high taxes amidst a general economic slowdown has hit liquor brands operating in the world’s third largest market for alcoholic beverages.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Absolut, a vodka brand owned by Pernod Ricard, launched a limited-edition bottle on a global level called “A Drop of Love” to highlight its role in creating social change and promoting equality in Peru.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Baileys, the alcoholic drink brand, launched a social campaign globally, which gave Baileys a fun, compelling role within amateur baking.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Absolut, a brand of vodka, created a viral video of its naked employees to rebuild trust in the brand in the US.
Article
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Euromonitor Profiles, September 2019
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.
Case Study
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James Honda-Pinder, WARC Prize for Asian Strategy, Entrant, 2019
Gin brand Hendrick's ran a tactical promotion which revitalised brand perceptions and drove sales of its gin in Singapore.
Research Paper
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Sally Smallman and Emiliana Vidali, ESOMAR, Congress, 2019
Explains how, in ten years, Gordon’s Distilled Gin, an alcoholic drinks brand, reversed its decline by discovering new insights and changing leadership behaviours in the UK.
News
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29 August 2019
Colour is a driver of brand awareness and is inextricably tied into a brand's visual language, argues an industry expert in a new WARC paper.
Article
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Michael Scantlebury, WARC Exclusive, August 2019
Looks at how colour triggers a response within the brain and how marketers can use this to market effectively, particularly on social media giant Instagram.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.
Article
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Euromonitor Profiles, August 2019
This Company Profile from Euromonitor provides key details and analysis of Suntory Holdings.
Article
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Euromonitor Strategy Briefings, July 2019
A regional overview of spirits in Western Europe with country snapshots and an analysis of leading companies and brands in the segment.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Hangar 1, a vodka brand, successfully increased sales in the US by uncovering different flavours of its vodka based on what water was captured in the making process, allowing it to be marketed as a collector’s vodka.
Case Study
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Design Business Association, Silver, 2019
Warner Edwards, a distillery, redesigned its bottle to represent the same passion and attention that went into making its gin, in order to increase on and off trade sales in the UK.
Case Study
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Design Business Association, Silver, 2019
Gordon’s, a gin brand by Diageo, used historical cues of its past advertisements to redesign its bottle, representing continued trust in the brand to encourage sales in the UK.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Bravest Team, 2019
Absolut, a brand of vodka, created a viral video of its naked employees to rebuild trust in Sweden.
Case Study
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Design Business Association, Gold, 2019
Naked Grouse, a whiskey brand owned by spirits company Edrington, designed its packaging and communications around its brand truth of liberation and freedom to promote it as a standalone brand in the UK.
Case Study
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Design Business Association, Silver, 2019
Smirnoff, an alcoholic drinks brand, launched a limited-edition Red White and Berry bottle that used the colours of the American flag to promote among US consumers during Labour Day and 4th July.
Case Study
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SABRE Awards, EMEA, Special Event, Gold, 2019
Finnish alcoholic drink brand Hartwall Original Long Drink created an integrated campaign to boost sales outside summer, while taking care not to flout Finland’s strict alcohol advertising rules.
Case Study
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SABRE Awards, EMEA, Central Eastern Europe, Gold, 2019
Vodka brand Absolut used a multichannel campaign to raise brand awareness and take a stand against racism and xenophobia for its launch in Slovakia.
News
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17 May 2019
Advertising alcoholic drinks is banned in India, but that has not stopped veteran rum producer Bacardi from building its brand by engaging audiences through the medium of independent music.
