NEW YORK: Marketers in categories like soft drinks, coffee and wine may be able to enhance their marketing and innovation strategies by thinking about “supertasters”, according to a study in the Journal of Advertising Research (JAR).
Matthew Carlton, Event Reports, Millenial 20/20 Conference, March 2018
Influencer marketing is beginning to move away from focusing on the reach that celebrities can offer to explore the use of micro-influencers – everyday people with fewer followers but greater levels of engagement.
Design Business Association, Gold, 2018
Four Winds Vineyard, a small family-owned winery outside Canberra, Australia, redesigned its wine bottles with images from the vineyard to make the brand more personalised and appealing to distributors.
SHANGHAI: Some 38m Chinese consumers currently drink wine, but the country's largest listed winemaker expects that number to grow at least tenfold and is massively expanding its plans to import wine from the vineyards it owns abroad.
The Communications Council, Bronze, Australian Effie Awards, 2016
This case study explains how Taylors Wines reversed its dollar value sales declines by creating Optimum Drinking Temperature Sensors, elevating wine-making credentials, and imparting useful, shareable information to improve the experience for thousands of Australian wine drinkers.
Ben Taylor, Stuart Chater, Rosalie Odtojan, Richard Chapman et al, WARC Prize for Social Strategy, Entrant, 2016
This case study demonstrates how Jacob's Creek, Australia's largest wine brand, increased awareness of its new Twin Pickings wine drink through a music-focused campaign that celebrated the target audience's love of friendships.
Effie Worldwide, Bronze, North America Effies, 2016
This case study details a campaign from Beringer, the US wine manufacturer, which allowed shoppers to try a non-alcoholic wine sample at any time of the day, right on the shelf where purchase can be influenced.
Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen and Wim Hamaekers, ESOMAR, Congress, 2017
This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.