What's working in alcoholic drinks

Global strategies, campaign updates and trends in the alcoholic drinks category.
  • Global advertising investment for alcoholic drinks in 2020 was forecast to increase 6.5% from 2019 levels but instead dropped 8.8% due to COVID-19.
  • Look for opportunities to engage consumers in their homes to build long-term brand affinity and engagement; there are particular opportunities in livestreaming.
  • Alcoholic drinks brands can take a purpose-driven approach to support the hospitality industry during this difficult time, and brands that can afford to advertise should be doing so.
  • E-commerce success is the leading indicator of long-term omnichannel success....

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