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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.
How was Jameson able to engage locally with US consumers and bars to increase sales and maintain relevance in the growing whiskey market?
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.

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