Get a demo Do I subscribe? News sign-up

Alcoholic drinks

Alcoholic drinks is a major advertising sector, covering categories such as beer, cider, wines and spirits. Marketing of these products is regulated in many markets, in particular with regard to limiting exposure of alcohol marketing to children. Key trends in the industry include the rise of ‘craft’ brands in several markets, particularly craft beer but also premium spirits.

Key Reading

Important papers from across the Warc database

This Best Practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning. Tips include the use of trendy ingredients, celebrity endorsement and stylish packaging.
This article describes innovative ways in which drinks marketers are responding to a declining pub industry in the UK.
Insights on the use of digital and in particular the value of mobile for the alcoholic drinks sector.
How a major vodka brand engages millennial consumers with clever use of digital touchpoints.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.
View all case studies on this topic

Article

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Article

This short report summarises the results for the drinks category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

This event report looks at how Patrón, the ultra-premium tequila brand, approaches consumer segmentation.

Article

This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Jacob's Creek and Montana.
View all articles on this topic
  1. Article

    This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

  2. Article

    This case study shows how Guinness, a beer brand, developed an award winning campaign to cement its brand identity across the UK and Irish markets.
  3. Article

    This case study indicates how Jameson, a whisky brand, developed a campaign to engage locally with US consumers and bars to increase sales and brand awareness.

  4. Article

    Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.
  5. Article

    This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

  6. Article

    This article explores how luxury brands use digital and social media to build proximity to consumers whilst maintaining distance in an 'unselling' strategy.

View everything on this topic

Want to find out more? Contact us