Alcoholic drinks

How synesthetic marketing can boost brands

News • 18 October 2019

Marketers of products like chocolate, beer, honey and even marijuana could benefit from adopting a “synesthetic” approach that causes multiple senses to interact, according to an article published in the Journal of Advertising Research (JAR).

Cultivating appreciation of hedonic products: A synesthetic approach to marketing

Research Paper • Kathryn A. LaTour, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 263-267

This article examines how better to engage consumer learning synesthetically through managerial communications with hedonic products.

Freixenet Prosecco

Case Study • Design Business Association, Silver, 2019

Freixenet, a sparkling wine brand, launched its new prosecco product in the UK with a bottle design based around diamonds to symbolise its premium aspect.

Fourth Wave Wines: Elephant in the Room

Case Study • Design Business Association, Silver, 2019

Fourth Wave Wine, an independent wine producer, created the brand Elephant in the Room, which used the design of elephants in different rooms to define each wine, increasing sales in Australia.

Who knows what they’re drinking?

Opinion • Oli Flower, June 2019

A recent news story flagged up how wine brands are out of touch with their audience, says Oli Flower of Reprise: consumers want simplicity, yet the category fuels confusion.

Barefoot Wines Creates Parody Music Group, the Slay Team—Barefoot with MWWPR

Case Study • SABRE Awards, Best in Identity Branding, In2, 2019

Barefoot Wine, a wine brand, promoted its spritzer products to millennials in the US by launching an original song and music video featuring celebrities.

Gruppo Campari (Drinks and beverages, alcoholic)

Article • Euromonitor Profiles, December 2018

This Company Profile from Euromonitor provides key details and analysis of Gruppo Campari.

Innovation and disruption in alcoholic drinks: Raising a glass to the new consumer

Article • Euromonitor Strategy Briefings, December 2018

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Barbadillo "Smart Bottle" with Thinfilm NFC Mobile Solution

Case Study • MMA Smarties, Bronze, Spain, 2018

Barbadillo, a Spanish wine producer, increased its subscriber and purchase conversion rates by launching an interactive mobile ad that allowed users to tap bottles of its wine to win prizes.

Barbadillo: 'Smart Bottle' with Thinfilm NFC mobile solution

Case Study • MMA Smarties, Finalist, Global, 2018

Barbadillo, a wine producer in Spain, launched a digital campaign that is highly effective in driving consumer engagement, activation, and conversion.

Why brands should understand 'supertasters'

News • 31 August 2018

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).

Alcoholic drinks global industry overview

Article • Euromonitor Strategy Briefings, July 2018

A global outlook on the alcoholic drinks category, including information on the leading companies and brands, five trends shaping the industry and market snapshots.

How Blossom Hill turned customers into content creators

Article • 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.

Four Winds Vineyard

Case Study • 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.

Arterra Canada: Bù wines (Launch)

Case Study • Institute of Communication Agencies, Silver, CASSIES, 2018

Arterra Wines Canada, the wine producer, launched its new Bù wine product by partnering with a renowned sommelier.

Bodegas Barbadillo: Barbadillo 360 Campaign

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Bodegas Barbadillo, the Spanish winery, communicated itself through many brands instead of just one.

Bodegas Barbadillo: From Green to Blue

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Bodegas Barbadillo, the Spanish winery, improved sales of its Maestrante wine brand by imitating the competition and investing in media in Spain.

Bodegas Barbadillo: Poetry in a Bottle

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

Bodegas Barbadillo, a Spanish winery, successfully launched a new special vintage wine and raised brand awareness in the UK and Spanish markets.

Competitive strategies in alcoholic drinks

Article • Euromonitor Strategy Briefings, September 2017

This report looks at competitive strategies across various alcoholic drinks and discusses how brewers need different ways to grow while wine companies need to grow organically.

Is mianzi the only face of Chinese consumers of wine? A typology of Chinese consumers of imported wine

Research Paper • Josselin Masson, Carlos Raúl Sánchez Sánchez and Franck Celhay, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 625-654

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

E&J Gallo Winery Inc (Drink and beverages, alcoholic)

Article • Euromonitor Profiles, September 2017

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

The impact of supertasters on taste test and marketing outcomes: How an innate characteristic shapes taste, preference, experience, and behavior

Article • Kathryn A. LaTour, Michael S. LaTour and Brian Wansink, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 240-254

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster".

Predicting wine repurchase: a case of low test-retest reliability in China

Research Paper • Patricia Osidacz Williamson, Simone Mueller-Loose, Larry Lockshin and Leigh Francis, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 471-494

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Viña Concha y Toro SA (Alcoholic drinks)

Article • Euromonitor Profiles, July 2017

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

How Naked Wines' storytelling helps crowdfund wine-making

Article • Brian Carruthers, Event Reports, DMA Customer Engagement, June 2017

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.