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Saturday 4 July 2015

If that's interesting, how about these?

Deadline looms for IWSC digital post

The International Wine & Spirit Competition has made a final call for more...

UK market in growth as price increases slow

The latest figures from the Wine and Spirit Trade Association show that more...

US Senate passes bill to boost spirits exports

The US senate has been applauded by members of the spirits trade for passing a more...

London Sales Manager / Key Account Manager

London, United Kingdom

Competitive - depending on skills and experience

Hardys invests £4m in summer of cricket

Hardys has unveiled a new £4 million consumer marketing campaign to tie in more...

Accolade's Fish Hoek goes Fairtrade

South Africa's Fish Hoek is to go Fairtrade from the 2015 vintage, becoming more...

Coors Light heads home

Sometimes, the route to excellence is a process of devolution rather than more...

Social Media Editor

Competitive

UK vineyards included in tax relief scheme

Winemakers in the UK will be able to benefit from income tax changes for the more...

Beaujolais pushes for sparkling AOC

Beaujolais is trying to gain AOC status for its sparkling wines which, with it more...

Flavoured styles lead drinks NPD

A new report from Nielsen shows that flavoured variants are dominating more...

Warehouse Supervisor

London, United Kingdom

£27,000-£30,000 depending on experience

Final call for Liberty apprentice scheme

Liberty Wines is inviting final applications for its apprentice programme, more...

Benevolent launches Ambassador drive

UK drinks trade charity The Benevolent is calling for volunteers from the trade more...

Oddbins woos Naked staff with love letters

Oddbins has allegedly been sending love letters and bottles of wine to key more...

Global Wine Buyer

London, United Kingdom

Competitive

Santa Rita launching new Irish campaign

Chilean wine producer Santa Rita Estates is spending €500,000 on a new more...

Constellation to buy Meiomi for $315m

Constellation Brands is to buy Napa-based wine brand Meiomi for $315 million, more...

WOSA woos UK indies and on-trade

Wines of South Africa has announced plans for a new UK trade tasting later this more...

E-commerce, Sales & Marketing Executive

London, United Kingdom

Competitive salary and bonus package based on experience and qualification.

Californian wine struggling with supply

There is a "growing mismatch" between supply and demand that is badly hampering more...

Australia puts quality centre stage

Wine Australia has pledged to invest AUD$35m annually for the next five years more...

Champagne needs to 'create a new occasion'

Champagne needs to "create a new occasion" and better communicate its brand if more...

Hatch Mansfield – Brand Manager

London, United Kingdom

Competitive salary

Is fine wine turning a corner?

The Liv-ex Fine Wine 100 index is finally showing a year-on-year gain as it more...

Plumpton College principal awarded OBE

Mr Des Lambert, Principal of Plumpton College since 2003, has been awarded an more...

Top 10 tips for marketing drinks brands

13th June, 2014 by db_staff

With the face of trade and brand marketing for drinks brands ever changing, marketers are using a whole host of different approaches to gain consumer acceptance and drive sales, writes Joanna Davies, CEO at drink, part of the ZAK Media Group.

joWith recessionary pressures on spending resulting in declining on-trade visits, operators are facing stiffer competition and seeking a differentiated offering to create richer, unique customer experiences and tempt punters in.

This new on trade environment has created a shift in the working relationship between brands and operators.

Operators have become more and more anti-brand while the shift to a more stripped back interior style has meant branded collateral is being increasingly restricted.

This has resulted in booze marketers no longer being able to rely on back bar displays, paper POS and in-venue communication materials to support in-venue brand awareness.

Perhaps in the future we will see a new age of marketing; an age where marketing departments allocate budgets based on consumers, shoppers or customers rather than media channels.

But until that future arrives, brands must continue to help our clients achieve better on trade results through channel unbiased campaigns that address on trade challenges, barriers and needs.

With all of this in mind, here are some top tips designed to help drinks brands gain success in marketing…

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