Beam Suntory: Keeping Australians 'Over Beer' for 5 years

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

Beam Suntory: Keeping Australians 'Over Beer' for 5 years

The Works Canadian Club (Beam Suntory)

Executive summary

Not long ago, the Australian alcohol landscape was dominated by beer. After a few cold ones, some people might switch to a Ready To Drink (RTD) combination offered by Beam-Suntory. Then a tax hike on RTDs made this less likely. The future of RTDs was

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