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Alcoholic drinks

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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, September 2019

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.

Viña Concha y Toro SA (Alcoholic drinks)

Article • Euromonitor Advertiser Profiles, November 2019

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

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.

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.

Treasury Wine Estates: Living Wine Labels

Case Study • Effies (North America), Silver, North American Effies, 2019

Treasury Wine Estates, a winemaking and distribution business, increased awareness and sales in the US by launching an immersive experience that brought its bottles to life through augmented reality.

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 Advertiser 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.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
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.
What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.
DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.
What's working in beer and cider

Article • WARC Category Intelligence, March 2018, pp. 0-0

Global strategies, campaign updates and trends in the beer and cider category.