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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.

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.

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.

Johnnie Walker: The Worlds Most Travelled Billboard

Case Study • MMA Smarties, Best in Show, X (Global), 2020

Johnnie Walker, a whisky brand, connected with young people in India over their love for travel and new experiences with its Instagram-based campaign #TheTravellingBillboard.

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.

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”.

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.

Absolut: Born Colourless

Case Study • SABRE Awards, Gold, South Asia, 2020

Absolut, a vodka brand, launched its campaign Born Colourless in India to promote the brand while also driving global unity and striving to create a world where people look beyond their differences.

How Gordon’s turned from a woolly jumper into a dynamic challenger to net IPA Silver

Opinion • Lucy Aitken, November 2020

Diageo-owned Gordon’s gin successfully reinvented itself by behaving like a challenger, writes Lucy Aitken.

Diageo Plc (Drink and beverages, spirits)

Article • Euromonitor Advertiser Profiles, October 2020

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.

Baileys: From forgotten icon to global treat

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

Comfort, utility, service, purpose: How Diageo has responded to the COVID-19 pandemic

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Diageo, the spirits manufacturer, has mixed consumer engagement with purposeful marketing as it responds to the COVID-19 pandemic.

Spirits in the US

Article • Euromonitor Strategy Briefings, September 2020

A category analysis of spirits in the US, including pre-covid performance and in 2020 and beyond.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

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

Pernod Ricard (Drink and beverages, spirits)

Article • Euromonitor Advertiser Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Ballantine and Absolut.

Jägermeister’s masterclass in pivoting

News • 31 August 2020

Though it became relatively common to see alcohol brands pivoting to produce hand sanitiser, the – extremely nightlife focussed – liqueur brand opted instead to help those unable to work during lockdown through its #SaveTheNight campaign.

How Jägermeister shifted from going out to staying in

Article • Brian Carruthers, WARC Exclusive, August 2020

Jägermeister is extremely reliant on out of home consumption, and needed to shift its strategy radically under lockdown conditions.

The Glenlivet: Capsule Collection

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

PR agency Pangolin ran a UK-based innovative campaign for whisky brand The Glenlivet to promote the use of single malt whisky in cocktails by developing edible cocktail capsules.

Haig Club: Blueprint for a fast start

Case Study • Marketing Society, The Brave Awards, Shortlisted, Start-ups, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, launching a bottle redesign and a new formula of whisky to suit a younger market.

Gordon's Gin: Legacy brand turned challenger

Case Study • Marketing Society, The Brave Awards, Winner, Brand Revitalisation, 2020

Gordon's, a gin brand, redesigned its bottles and launched a set of standout creatives and films to increase brand value in the UK.

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.

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.