Alcoholic drinks

Article • Euromonitor Strategy Briefings, July 2019

Provides a category analysis of beer in the US, including trends, category data, company profiles and key developments in the industry.

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.

Budweiser builds an e-commerce business with first-party data and smarter advertising

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.

Diageo: Guinness Hero Harps

Case Study • Design Business Association, Design Effectiveness Awards, Grand Prix, 2020

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Jubel: Creating cut through in the craft beer category

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Jubel, a beer brand, redesigned its brand packaging to represent how the product is cutting through the traditional beer category to increase sales in the UK.

Budweiser with VaynerMedia: The Official Supporter of Women’s Soccer

Case Study • SABRE Awards, Gold, North America, 2020

Budweiser, a beer brand, encouraged more sponsors and viewership of the National Women's Soccer League in the US through an online film and print ads to make fans feel guilty for not supporting such a successful team.

How livestreaming enabled Ambev to connect with Brazilian consumers during COVID-19

Article • Stephen Whiteside, WARC COVID-19 Series, May 2020

Ambev, the brewer, has tapped the power of livestreaming to connect with Brazilian consumers during the COVID-19 pandemic.

Consider the Quarantini: Black Swan Data surfaces the key consumer conversations defining lockdown

Article • Sam Peña-Taylor, WARC COVID-19 Series, May 2020

A startup, Black Swan Data, has been exploring the trends in conversations surrounding lockdown at scale through two ongoing reports: Pulse, which explores higher-level culture, and Beacon, which is a category-level trend report looking at food and drink.

Aguila: Abuse Disclaimers

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Entrant, Effective Social Strategy, 2020

Beer brand Cerveza Aguila repurposed its TV and radio health disclaimers to raise awareness of the dangers of excessive alcohol consumption and alcohol-fuelled violence on International Women's Day in Colombia.

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.

How Constellation Brands – the owner of Corona beer – is tackling COVID-19

Article • Stephen Whiteside, WARC COVID-19 Series, April 2020

Constellation Brands, the alcoholic-drinks manufacturer, is adapting in various ways to the challenges presented by Coronavirus.

Colorado's Appia: Native Bees

Case Study • Humberto Cunha, Nicole Martins, Gabriel Gotz, WARC Awards, Silver and Sustainability Award, Effective Use of Brand Purpose, 2020

Brazilian craft beer brand Cervejeria Colorado ran a campaign on the problem of bee extinction to publicise its production chain and brand values.

Diageo cuts promotion spend as on-trade disappears

News • 14 April 2020

UK based drinks giant Diageo has told shareholders that it is cutting spend deemed to be ineffective in the current climate, as the switch to home drinking.

Understanding Gen Z’s relationship with booze

News • 13 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.

YouGov Ad of the Month – US: Guinness

Opinion • BrandIndex, April 2020

During March, beer brand Guinness achieved the highest increase in Ad Awareness of any brand in the US.

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.

Soproni: What We Have in Common

Rankings • WARC Effective 100, 2020

Soproni, a beer brand, retained its market leader position by connecting to Hungarian culture.

Cerveza Poker: WhatsApp Friends

Rankings • WARC Effective 100, 2020

Cerveza Poker, the beer brand, increased sales in Colombia by creating friendships with bots over WhatsApp.

Great Northern: Overtaking the Classics to become Australia's favourite beer

Rankings • WARC Effective 100, 2020

Great Northern, a brewing company, reversed decline in Australia by showing the power of capability.

How AB InBev is thinking about the coronavirus

Opinion • Stephen Whiteside, March 2020

The dramatic spread of COVID-19 poses a challenge to societies, governments and businesses across the globe.

Brahma: Pay Per Beer

Rankings • WARC Media 100, 2020

Brahma, a Brazilian beer brand, launched a pay-per-view beer service that allowed Brazilian soccer fans to purchase customised beer cans branded with their team badges at the same time they purchased pay-per-view soccer games.

Britain's Beer Alliance: Long Live the Local

Rankings • WARC Media 100, 2020

Britain's Beer Alliance, a cross-industry group of brewers and pub groups, used petition signatures and emails to MPs to fight beer tax in the UK.

Cerveza Victoria: Salsa Chingona

Rankings • WARC Media 100, 2020

Cerveza Victoria, the beer brand, drove sales in Mexico by breaking into the salsa industry.

Cerveza Victoria: Mictlán - Chingones even in death

Rankings • WARC Media 100, 2020

Cerveza Victoria, a beer brand, celebrated Day of the Dead and increased sales by teaching Mexicans about their cultural heritage.

Soproni: What we have in common

Case Study • Case Studies on WARC, 2016

Hungarian beer Soproni reversed an eight-year-long volume decline and improved brand metrics through a new communication platform rooted in Hungarian culture.