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Old Forester: Turning lemons into derby mint juleps

Case Study • Jay Chiat Awards, Silver, Brand Pivot Strategy, 2021

Old Forester, a bourbon whisky brand, increased sales by capitalising on the cancellation of the Kentucky Derby in the US.

Beam Suntory: 6ourbon 7ime

Case Study • Jay Chiat Awards, Silver, National Strategy, 2021

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

Ginebra San Miguel: One Ginebra Nation

Case Study • Paolo De Leon, Jeremy Lopez, Nina Ginelle Valle-Caidic, Melissa Torre, Fay Ballo, WARC Awards for Asian Strategy, Shortlisted, 2021

Ginebra San Miguel, the Philippines' leading gin brand, crafted a five-phase multi-platform campaign to boost engagement and strengthen consumer awareness despite the pandemic.

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.

Sipsmith: Crossing the Chasm

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Sipsmith, a gin brand, grew penetration in the UK with its campaign We Make Gin, Not Compromises.

Stillhouse: Unbreakable OOH

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

Stillhouse Spirits Co, a whiskey brand, relaunched its brand in the US as one that comes in an aluminium can instead of a glass bottle.

Diageo Plc (Drink and beverages, spirits)

Article • Euromonitor Advertiser Profiles, July 2021

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.

Wray & Nephew x Kano

Case Study • SABRE Awards, EMEA, Gold, 2021

Wray & Nephew, a rum brand, increased sales in the UK by hosting a live music event with the British-Jamaican musician Kano.

Crown Royal: Igniting a spirit of generosity

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Crown Royal (Crown), a premium Canadian whiskey producer, launched a campaign in Canada and the United States to reinterpret its royal status and attract a new generation of consumers.

Tanqueray: Searching for the special color of Seville

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Tanqueray, a gin brand, implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Johnnie Walker: Blue Label

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

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

BrewDog: LoneWolf Gin Re-brand

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

BrewDog, a brewery and pub chain, increased sales of its LoneWolf gin brand in the UK by redesigning its bottle with an attention-grabbing wolf graphic crafted from botanicals that make up the gin.

Pernod Ricard: The time we have left

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2021

Pernod Ricard, an alcoholic beverages company, developed an algorithm that calculated the amount of time people have left with their loved ones and launched a film to promote the liquor Ruavieja in Spain.

Port of Leith Distillery: Lind & Lime Gin

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

Lind & Lime Gin, a gin brand, launched its brand in Scotland by crafting its name, bottle design and story around the port district of Leith in Edinburgh.

Maker's Mark x The LEE Initiative Restaurant Workers: Relief Program

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Maker's Mark, a bourbon brand, partnered with The Lee Initiative to provide free meals to restaurant workers in the United States during the Covid-19 pandemic.

Skyy Vodka: Ending Digital Discrimination

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

SKYY Vodka, an alcohol brand, redirected media dollars towards marginalised publishers, particularly those from the LGBTQ and Black community in the United States.

Sipsmith: Scaling up and sustaining it

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British craft gin Sipsmith invested in a distinctive mass-media campaign to reverse declining sales, grow share and attract new drinkers.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Samsung / Aviation America Gin / Netflix: Ad-within-an-ad-within-an-ad

Rankings • WARC Creative 100, 2021

Samsung, a technology company, launched its QLED TV by creating an inception-worth ad.

SKYY: SKYY Vodka Supports Queer Voices

Rankings • WARC Media 100, 2021

Vodka brand SKYY grew brand awareness and supported the LGBT+ community in the US by working against blacklisting of LGBT+ words in publishing.

Johnnie Walker: The Worlds Most Travelled Billboard

Rankings • WARC Media 100, 2021

Johnnie Walker, the Whiskey brand, connected with India’s youth by appealing to their love of new experiences with a travelling billboard.

Hennessy: 2020 Tmall super brand day

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

Ogden's Own: Relief for Utah’s Service Industry and Sanitization for the Navajo Nation

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Ogden's Own, a distillery in Utah, supported its local community during the COVID-19 pandemic by donating its March and April profits to the local Utah food and beverage community and giving away gift cards to the distillery.

High-end booze is the tipple of choice for lockdown Americans

News • 02 February 2021

Luxury liquor sales have grown at the fastest rate in years as US consumers look to escape the lockdown blues with a drink or two.

Circumstance Distillery: Monker's Garkel – the world's first AI gin

Case Study • DMA (UK), Bronze, 2020

Circumstance Distillery, a distillery in the UK, used artificial intelligence (AI) to make decisions on a new combination of botanicals, name and design for a new spirit product.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.
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.
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:
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.
Taking Heineken 0.0 to the parts other beers cannot reach

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

Dutch brewing company Heineken became the market leader in non-alcoholic beer with its global campaign Now You Can.
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.