Alcoholic drinks

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Carlsberg (Drink and beverages, alcoholic)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Only the largest Indian FMCG brands grew during COVID-19

Data • Rob Clapp, WARC Data Points, January 2021

An overview of FMCG volume growth in India during the coronavirus (COVID-19) outbreak.

White Claw’s Twitch activation was the big bang of 2020 trends

News • 06 January 2021

With a livestream in which participants could control an arcade-style ‘claw’ to claim prizes delivered that same day, recent Twitch activity from White Claw, the US’s #1 hard seltzer brand, points a way to the future of live events.

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

UK sales of meat and alcohol surged during pandemic

News • 18 December 2020

The extent to which grocery spending habits in the UK have shifted because of the impact of COVID-19 is revealed in new data from Nielsen for The Grocer’s annual Top Products survey.

The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Research Paper • Gabriela McCoy, ESOMAR Conference papers, Insights Festival, 2020

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

SKYY Vodka: Ending Digital Discrimination

Case Study • Rachel Lowenstein, Nisha Ashra, Dan Ottinger, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

SKYY Vodka wanted to increase brand awareness, consideration and perception of LGBTQ+ allyship in the United States, where it has a long supported the LGBTQ+ community.

Chivas Brothers: Refreshing flavour – how cultural insight created category redefining flavour wheels for Chivas Brothers’ brands globally

Research Paper • MRS Awards Papers, Winner, MRS Award for Cultural Insights, 2020

Chivas Brothers, a Scotch whisky brand, created dramatic category differentiation by expanding whisky's flavour vocabulary in the USA, Chile and Spain.

Carlsberg's Khan: People are drinking less, and drinking healthier

Opinion • Jenny Chan 陈詠欣, December 2020

The Danish brewer and its subsidiaries have benefited from relaxed social distancing measures, the rise of health consciousness, and the return of eating out and nightlife. Andrew Khan, Vice President & CMO at Carlsberg Group China, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about the gradual normalisation of operations and the importance of investing in your brand's share of voice during difficult times.

Beer and baijiu sales bounce back in China as nightlife returns

News • 03 December 2020

As China continues to keep the coronavirus in check, its economy is showing increasing signs of recovery, and with that, the normalisation of everyday life, including socialising over an alcoholic drink or two.

Top Chinese FMCG companies attracted 82m more consumers this year

Data • Rob Clapp, WARC Data Points, December 2020

An overview of the top 22 FMCG companies in China in 2019 and 2020.

New Zealand, Alcoholic drinks adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the alcoholic drinks sector in New Zealand since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

Norway, Alcoholic drinks adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the alcoholic drinks sector in Norway since 2013.

BrewDog CEO talks mistakes

News • 30 November 2020

You learn more from mistakes than from successes - James Watt, CEO of the outspoken drinks brand, BrewDog, shares ten of his biggest in a LinkedIn post.

Jack Daniel's: Recruiting new Tennessee Honey drinkers

Case Study • Alice Brampton, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Whiskey brand Jack Daniel's ran a dynamic video campaign targeting specific potential audiences in the United Kingdom to attract new, younger consumer groups for its Tennessee Honey product.

Integrated pricing strategy: Holistic leveraging of pricing to drive short and long-term competitive advantage

Research Paper • Arvind Sainath, ESOMAR Conference papers, APAC, 2020

Diageo, a beverage company, developed an integrated brand pricing framework in India to improve profitability.

How Absolut activates brand purpose

News • 20 November 2020

Absolut, the vodka brand, has demonstrated how brand purpose can be activated successively in different contexts with campaigns based on the notion of acting “responsibly”.

Online FMCG consumer spend is 46% higher than in store

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and offline FMCG consumer spend by region.

Heineken Spain: #FUERZABAR

Case Study • Oscar Herraiz, Gonzalo Figari, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Brewing company Heineken created a social movement, #FUERZABAR, to support bars and restaurants suffering from the COVID-19 crisis and increase brand awareness in Spain.

How Pernod Ricard has responded to social disruption with purpose

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Week, October 2020

Pernod Ricard, the spirits manufacturer, has responded to social disruption with a purpose-driven mindset that feeds back to its core values.

Diageo builds on new behaviours in the drinks category

News • 16 November 2020

Drinks giant Diageo is seeing strong growth in online shopping, with implications that the company expects to impact future growth.

Six lessons Diageo has learned about marketing effectiveness

Article • Brian Carruthers, Event Reports, Festival of marketing, October 2020

Diageo outlines lessons from the development of its Marketing Catalyst tool which has put it at the forefront of understanding marketing effectiveness.

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.