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Alcoholic drinks

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Laithwaites: Wine Cellar Feeling

Case Study • DMA (UK), Gold, 2021

Laithwaites, a wine retailer, increased brand awareness in the UK with a humorous campaign that tackled wine snobbery.

HUN Wine: Disrupting the Wine Category in a Time of COVID - A story about how the most sociable wine brand launched at the most unsociable time.

Case Study • APG (UK), Entrant, 2021

HUN, a wine brand, launched a campaign in the UK to introduce and drive awareness of the new wine in a can.

Babe Wine & Bumble: Quarantine breakup movers

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

BABE wine, a wine in a can brand, launched its campaign on social media in the US, with the objective to act on insights from life in quarantine to increase brand affinity and awareness.

Fourth Wave Wines: Tread Softly

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021

Fourth Wave Wines, an Australian wine producer, launched a new brand of wine, Tread Softly, in Australia with an environmental brand promise and delicate packaging to show its brand commitments and delicate style of wine.

How consumer involvement influences consumption-elicited emotions and satisfaction

Research Paper • Cristina Calvo-Porral, Agustín Ruiz-Vega, and Jean-Pierre Lévy-Mangin, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 251-267

There is scarce research on the relationship between the level of consumer involvement and consumption-elicited emotions.

Viña Concha y Toro SA (Alcoholic drinks)

Article • Euromonitor Advertiser Profiles, January 2021

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

Wine brands prepare for an uncertain post-Brexit future

News • 21 December 2020

Unless negotiators come up with a last-minute trade agreement, the Brexit transition period between the UK and the EU ends on December 31, with far-reaching consequences for wine brands and traders, who may have to realign to the marketing-led approa

Affordable luxury and community and boost Naked Wines

News • 12 November 2020

Direct-to-consumer wine retailer Naked Wines has thrived amid increased demand for affordable luxury and the offer of community in isolation.

Naked Wines catches a youthful wave during the pandemic

Article • Sam Peña-Taylor, Event Reports, Advertising Week, October 2020

Direct-to-consumer wine brand Naked Wines has thrived amid increased demand for affordable luxury and the offer of community in isolation.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

Majestic and Naked: why loyalty matters in wine

News • 17 August 2020

Wine matters – Covid made that point abundantly clear – and for the now separate wine retailers, physical stalwart Majestic, and online DTC pioneer Naked, that fact has meant divergent strategies working well in the same category.

Lockdown and Dry(ish) July boost alcohol-free category

News • 08 July 2020

Sales of alcohol-free beverages were already growing rapidly in Australia, but lockdown and the annual Dry July month has given them an extra boost.

Albury Vineyard: Wine fit for a queen – How a premium rebrand captivated a nation

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

Albury Organic Vineyard, a family-run vineyard, increased sales in the UK by rebranding its packaging to feature local imagery to promote its local produce.

US, Wines Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points (Dynamic), May 2020

An overview of advertising as a percentage of sales in the wines sector in the United States since 2007.

Understanding Gen Z’s relationship with booze

News • 12 April 2020

Gen Z consumers – and Gen Alpha after them – are less likely to drink alcohol than previous generations, forcing an evolution in the alcoholic beverages category for both product development and marketing approach.

Evolving the alcoholic beverages category: Marketing to engage Gen Z

Article • Vicky Bullen, WARC Exclusive, April 2020

Gen Z drinking habits are changing, and brands need to wise up to the ‘why’ and shift their strategies.

Fran: Before maturity, after immaturity

Case Study • WARC Cases, 2018

Argentine winery Nieto Senetiner launched a new wine brand to attract younger consumers and boost growth.

Winery Fund: Our wines will turn a meal into a feast

Case Study • IMC Awards (European), Bronze, Brand Building (Outbound marketing) and Shopper Marketing, 2019

Winery Fund, a wine promoter, encouraged wine consumption in the Czech Republic by creating a series of videos that showed the perfect consumption occasion for various wines.

Bodegas Barbadillo: Cosas de Mar

Case Study • IMC Awards (European), Gold, Innovative Idea and Branded Content, 2019

Barbadillo, a wine producer in Spain, increased brand awareness in Spain by launching an original TV sitcom representing each of its brands and moments of consumption.

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

Article • Euromonitor Advertiser Profiles, November 2019

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.

DGB Saints Wines: Pick your Saint

Case Study • MMA Smarties, Bronze, South Africa, 2019

Saints Wines, a wine brand, promoted its brand through a mobile-first engagement campaign that used trackable SMS and gamification to reach consumers across South Africa.

How synesthetic marketing can boost brands

News • 17 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 Effectiveness Awards, 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 Effectiveness Awards, 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.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
Baileys: From forgotten icon to global treat

Case Study • Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.
Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • Institute of Practitioners in Advertising, Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.
What's working in beer and cider

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the beer and cider category.
When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods

Research Paper • Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 247-259

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.