Alcoholic drinks

Article • WARC Category Intelligence, March 2018

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

Innovation and disruption in alcoholic drinks: Raising a glass to the new consumer

Article • Euromonitor Strategy Briefings, December 2018

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Gruppo Campari (Drink and beverages, spirits)

Article • Euromonitor Profiles, December 2018

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Diageo: The Welcome Drink

Case Study • Anouk Kalaf, Linda Fagerlund, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Baileys Real Treats: Unlocking mental associations to enter a new category

Research Paper • MRS Awards, Finalist, MRS Award for New Consumer Insights

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

Bitter Sweet Symphony: A case study showing how a careful fusion of semiotics, social media analysis & creative storytelling built a powerful new strategy for an over 100 year old aperitif brand

Research Paper • Sven Am and Julliette Margerand, ESOMAR, Fusion, 2018

Suze, the French alcoholic drink, rejuvenated its strategy to reach a younger and more mindful target in France, Switzerland, Germany and the US.

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

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.

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.

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.

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.

McDowell's: Yaari - 1, Drunk Driving - 0

Case Study • MMA Smarties, Finalist, India, 2018

McDowell's, a spirits brand, decreased drink driving in India by launching a mobile ad that showed its devastating consequences and linked to a ride-hailing app.

McDowell's No.1 Soda: Friendship - 1 V/s Drunk Driving - 0

Case Study • MMA Smarties, Finalist, India, 2018

McDowell's No. 1, a brand of spirits, launched the Join the Pact campaign, an immersive first experiential campaign to fight against the menace of drunk driving in India.

McDowell’s no.1 soda: Real Time -1

Case Study • MMA Smarties, Finalist, India, 2018

McDowell's No.1, an Indian spirits brand, increased reach among Indian consumers by using mobile surveys and audio fingerprinting to track and target alcohol consumers.

McDowell's No.1 Soda: Giving India the sound of Friendship

Case Study • MMA Smarties, Bronze, India, 2018

McDowell's No 1, a brand of spirits, overcame the challenge of advertising alcohol in India by creating a song in five regional languages to reach its target audience.

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.

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.