Article
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WARC Category Intelligence, September 2020
Global strategies, campaign updates and trends in the alcoholic drinks category.
Article
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Euromonitor Profiles, September 2020
This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Ballantine and Absolut.
News
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01/09/2020
Though it became relatively common to see alcohol brands pivoting to produce hand sanitiser, the – extremely nightlife focussed – liqueur brand opted instead to help those unable to work during lockdown through its #SaveTheNight campaign.
Article
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Brian Carruthers, WARC Exclusive, August 2020
Jägermeister is extremely reliant on out of home consumption, and needed to shift its strategy radically under lockdown conditions.
News
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09/07/2020
Sales of alcohol-free beverages were already growing rapidly in Australia, but lockdown and the annual Dry July month has given them an extra boost.
Case Study
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SABRE Awards, Gold, EMEA, 2020
The Glenlivet, a whiskey brand, increased relevancy among young people globally by creating a whisky capsule collection that featured single malt cocktails in biodegradable seaweed packaging.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
Baileys, an alcohol brand, introduced its Strawberries & Cream variant to increase sales during summer in the UK by launching with bright pink packaging featuring strawberries and flowers to showcase it as the perfect summer treat.
Case Study
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Design Business Association, Design Effectiveness Awards, Gold, 2020
The Glengoyne Distillery, a Scottish distillery, launched a 10-year redesign of its distillery, which increased visitors and spend across Scotland.
Case Study
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Design Business Association, Design Effectiveness Awards, Bronze, 2020
BEARFACE, a Canadian whisky brand, promoted its products in Canada with a bold personality and a crafted aesthetic to appeal to a young, modern audience.
Case Study
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SABRE Awards, Gold, Africa, 2020
East African Breweries Limited, a beverage company, partnered with HBO Network to produce a limited-edition whisky in Kenya, inspired by the critically acclaimed TV series, Game of Thrones.
Case Study
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SABRE Awards, Diamond, North America, 2020
Johnnie Walker, an American scotch whiskey brand, showed its long-standing commitment to gender equality by reviving the character of Jane Walker during Women's History Month.
Case Study
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SABRE Awards, Gold, North America, 2020
The Macallan, a whisky distillery, launched an experiential event in the US that revealed a new color for The Macallan as part of its partnership with the Pantone Color Institute.
Case Study
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SABRE Awards, Gold, North America, 2020
Jack Daniel's, an alcohol brand, promoted its CSR programme, Operation Ride Home, aimed at getting US military workers home with their families by launching a whiskey Barrel Tree Tour with proceeds going towards the programme.
News
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14/04/2020
UK based drinks giant Diageo has told shareholders that it is cutting spend deemed to be ineffective in the current climate, as the switch to home drinking.
News
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13/04/2020
Gen Z consumers – and Gen Alpha after them – are less likely to drink alcohol than previous generations, forcing an evolution in the alcoholic beverages category for both product development and marketing approach.
News
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07/04/2020
China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.
Case Study
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Sergio Garcia, Jacobo Pérez, WARC Awards, Gold and Partnership Award, Effective Innovation, 2020
Gin brand Tanqueray implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.
Article
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Vicky Bullen, WARC Exclusive, April 2020
Gen Z drinking habits are changing, and brands need to wise up to the ‘why’ and shift their strategies.
Rankings
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WARC Effective 100, 2020
Premium vodka brand Absolut increased sales in Slovakia by showing the value of diversity.
Rankings
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WARC Effective 100, 2020
Ruavieja, an alcoholic digestive liquor, encouraged brand awareness by getting Spanish people to spend more time together.
Rankings
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WARC Creative 100, 2020
Ruavieja, an alcoholic digestive liquor, encouraged brand awareness by getting Spanish people to spend more time together.
News
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28/02/2020
Bacardi, the drinks giant probably best known for its eponymous white rum brand, has been experimenting with voice marketing for several years and the experience of using platforms like Amazon Alexa and Google Home has prompted the company to ...
News
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05/12/2019
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.
Research Paper
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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.
