Article
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WARC Category Intelligence, March 2018
Global strategies, campaign updates and trends in the spirits category.
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.
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
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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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
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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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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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.
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.
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.
Rankings
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Rankings Articles, May 2019
Looks into which drinks campaigns, along with the agencies that have worked on drinks campaigns, have performed best over the past year.
News
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01 May 2019
Kweichow Moutai is China’s, and the world’s, most valuable alcohol company by market capitalisation, and is expected to surpass the value of any mainland-traded company ever.
Case Study
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Martin Woska, WARC Awards, Gold, Effective Use of Brand Purpose, 2019
Premium vodka brand Absolut launched a controversial campaign in Slovakia to raise brand awareness and promote a message of diversity.
Case Study
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AME Awards, AME Awards, Bronze, 2019
The Patrón Spirits Company, the tequila manufacturer, increased brand engagement globally by creating a data-driven cocktail recommendation engine.
Article
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Sam Peña-Taylor, Event Reports, MRS Impact, March 2019
When brands depict society, it is important that they think about who is doing the watching and who controls the action – an example from Diageo shows how to do this.
Rankings
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WARC Media 100, 2019
Absolut Vodka, the drinks brand, used social media GIFs to increase purchase intent in Sweden and around the world.
Rankings
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WARC Effective 100, 2019
Baileys, an alcoholic beverage brand, turned away from traditional alcohol marketing in the UK and rebranded itself as part of a naughty treat.
Rankings
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WARC Effective 100, 2019
Koskenkorva, the Finnish vodka brand, appealed to consumers by focusing its marketing strategy on its roots.
News
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28 February 2019
Drinks giant Diageo is re-assessing what it understands about how its brands are consumed and using the insights gained to deliver a new marketing approach based around experiential.
