Alcoholic drinks

Article • Euromonitor Strategy Briefings, July 2019

Provides a category analysis of beer in the US, including trends, category data, company profiles and key developments in the industry.

What’s working in alcoholic beverages

Article • WARC Category Intelligence, January 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

What's working in beer and cider

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the beer and cider category.

Budweiser builds an e-commerce business with first-party data and smarter advertising

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.

Building shelf awareness: Quantifying radio’s last-minute influence for FMCG brands

Article • Mark Barber, WARC Exclusive, June 2020

A review of insights and best practice findings from Radiocentre and Shoppercentric’s research into the effects of radio’s last-minute reach of shoppers for FMCG brands.

Paying attention to quality: Investing in the best corners of the internet

Article • Jerry Daykin, WARC Exclusive, June 2020

In recent years questions around the digital media supply chain have been widely discussed in the marketing industry and exactly how brands have reacted has varied considerably.

Albury Vineyard: Wine fit for a queen – How a premium rebrand captivated a nation

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Albury Organic Vineyard, a family-run vineyard, increased sales in the UK by rebranding its packaging to feature local imagery to promote its local produce.

Baileys Strawberries & Cream

Case Study • 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.

The Glengoyne Distillery: Experience nurtured and matured for 10 years

Case Study • 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.

Diageo: Guinness Hero Harps

Case Study • Design Business Association, Design Effectiveness Awards, Grand Prix, 2020

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Jubel: Creating cut through in the craft beer category

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Jubel, a beer brand, redesigned its brand packaging to represent how the product is cutting through the traditional beer category to increase sales in the UK.

BEARFACE brand design: Canadian whisky – Hide nothing. Fear nothing

Case Study • 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.

GWI Coronavirus Research: Multi-market research wave 4

Article • GlobalWebIndex, Research on WARC, June 2020

Examines how consumer sentiment is being impacted as restrictions continue to ease in many parts of the world and more countries enter a recovery phase of the COVID-19 pandemic.

Budweiser with VaynerMedia: The Official Supporter of Women’s Soccer

Case Study • SABRE Awards, Gold, North America, 2020

Budweiser, a beer brand, encouraged more sponsors and viewership of the National Women's Soccer League in the US through an online film and print ads to make fans feel guilty for not supporting such a successful team.

Jane Walker by Johnnie Walker ignites action for gender equality with “Signs of Progress” campaign

Case Study • 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.

The Macallan Whisky & Color experience

Case Study • 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.

Jack Daniel's: Operation Ride Home

Case Study • 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.

How livestreaming enabled Ambev to connect with Brazilian consumers during COVID-19

Article • Stephen Whiteside, WARC COVID-19 Series, May 2020

Ambev, the brewer, has tapped the power of livestreaming to connect with Brazilian consumers during the COVID-19 pandemic.

Consider the Quarantini: Black Swan Data surfaces the key consumer conversations defining lockdown

Article • Sam Peña-Taylor, WARC COVID-19 Series, May 2020

A startup, Black Swan Data, has been exploring the trends in conversations surrounding lockdown at scale through two ongoing reports: Pulse, which explores higher-level culture, and Beacon, which is a category-level trend report looking at food and drink.

Aguila: Abuse Disclaimers

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Entrant, Effective Social Strategy, 2020

Beer brand Cerveza Aguila repurposed its TV and radio health disclaimers to raise awareness of the dangers of excessive alcohol consumption and alcohol-fuelled violence on International Women's Day in Colombia.

DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.

How Constellation Brands – the owner of Corona beer – is tackling COVID-19

Article • Stephen Whiteside, WARC COVID-19 Series, April 2020

Constellation Brands, the alcoholic-drinks manufacturer, is adapting in various ways to the challenges presented by Coronavirus.

Colorado's Appia: Native Bees

Case Study • Humberto Cunha, Nicole Martins, Gabriel Gotz, WARC Awards, Silver and Sustainability Award, Effective Use of Brand Purpose, 2020

Brazilian craft beer brand Cervejeria Colorado ran a campaign on the problem of bee extinction to publicise its production chain and brand values.

Diageo cuts promotion spend as on-trade disappears

News • 14 April 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.

Understanding Gen Z’s relationship with booze

News • 13 April 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.