Whether you’re a start-up or a long-established brand, continued consumer awareness and interest is fundamental to achieving success in the global marketplace. So how can you use social media to do this?
Should beer brands use cartoon characters? Will bright colors appeal to children? What about celebrity tie-ups or sweet-flavored spirits? 2023 saw a rise in the number of alcohol brands that found themselves in hot water with advertising authorities over...
With Super Bowl LVIII set to be one of the most watched sports games in 2024, it's no surprise it presents the world's biggest stage for advertising. Beverage brands are once again out in force this year: watch some of the commercials here.
The UK high court has dismissed a trademark infringement claim by Thatchers Cider against supermarket Aldi. Intellectual property lawyer Daniel Fletcher of Forbes Solicitors looks at what beverage brands can learn from the case.
Having unveiled a new logo and visual identity system in the US last year, Pepsi is now rolling out its new look globally in a bid to appeal to younger consumers and help ‘shake up the cola category’.
A report by Obesity Health Alliance and Food Active has revealed that some supermarkets in England are showing ‘a blatant disregard’ for government regulations and are still placing HFSS products (high in fat, salt or sugar) in prominent locations.
By Rowena Curlewis, CEO, drinks design specialist Denomination
We love Halloween and the 'spooky season'. And up-and-coming wine brands are using our obsession with all things spooky to stand out from the crowd with their compelling brand stories and sinister tales. Rowena Curlewis, CEO of drinks design...
Seven California beverage distributors have created California Beverage Solution, a shared beverage distribution network, to help suppliers more efficiently and effectively sell, market and distribute drinks in California.
The soda aisle is made up of iconic brands with red, blue and green products. But new beverage brands have other ideas, explains Amy Kosnick, CBX Director of Design Strategy, in this guest article.
Sustainability messages can have a “dramatic amplifier effect” on brands’ reach and appeal when paired with traditional category claims such as “tastes great,” but to fully leverage their power marketers should focus on how sustainability claims benefit...
After overcoming a period of declining sales and discontinuation from retailers like Walmart and Walgreens, The Vita Coco co-founder and executive chairman Mike Kirban discussed the company’s operational strategy including brand exposure, reaching consumers...
Bringing back a nostalgic food and beverage brand "is about relaunching smartly," explained Purvi Shah, assistant professor of marketing, Worcester Polytechnic Institute.
Brands that advertised at the Super Bowl are seeing their efforts pay off with a 6.4% increase in consumer demand post-game based on a sample set of companies, according to recent research from behavioral research company Veylinx.
The Coca-Cola Co. plans to raise prices again in 2023 against some retailers’ calls to roll back increases, arguing it has “earned the right to price with the consumers” through enhanced marketing and an agile packaging approach that balances premium...
A coalition of more than 100 producers and brands active in Scotland are calling on the government to abandon plans to heavily restrict alcohol marketing in the country.
The energy drinks industry is reckoning with recent complaints by consumer group Truth in Advertising (TINA) and the UConn Rudd Center for Food Policy & Health over allegations of deceptive and unfair marketing tactics used by numerous brands.
Nestlé is strengthening its policy on responsible marketing to children by voluntarily banning the direct marketing of products that don’t meet the Nestlé Policy Nutrition Criteria to audiences under 16-years-old.
Shoppers at Sprouts Farmers Market may be putting fewer items in their cart per visit to manage their budgets as inflation drives up prices but what they are buying tends to be higher margin grab-and-go items illustrating the need for convenience as on-the-go...
CPG companies and retailers should brace for softer sales in 2023 by leaning into the strategies they used during peak-pandemic as the US tiptoes around a recession and the shields protecting consumers from feeling the full brunt of the current economic...
Without the resources or knowledge to strategize, create, mint and distribute an NFT collection, smaller brands still remain intimidated by the idea. But NFT agency Myntr likens the ascension of NFTs to that of eCommerce: initially used by big brands...
Brand purpose can be a helpful tool in reaching some audiences, but it is not relevant for all categories and all brand strategies, reveals fresh research.
By Tom Harvey, co-founder, YesMore drinks marketing agency
Viral marketing is the holy grail of 'earned' media. Tom Harvey, co-founder, YesMore drinks marketing agency, takes a look at how drinks brands can make newsjacking work for them.
Mamma Chia, the maker of organic chia-based snacks and beverages, is updating its image to embrace inclusivity and stand out in an increasingly competitive natural foods segment.
The Alcohol Health Alliance wants to see the UK’s Health and Care Bill – which will restrict advertising and promotion on high fat, salt and sugar products – extended to include alcohol.
A coalition of European health, medical, consumer and family organisations has called on the European Union to adopt legislation to protect children from the ‘harmful impacts’ of the ‘widespread, ubiquitous and insidious’ marketing of nutritionally poor...
Coca-Cola is introducing ‘Real Magic’, a new global brand platform for the Coca-Cola Trademark; and debuting a new campaign ‘One Coke Away From Each Other’.
A limited-supply Palate Training Kits released today from Icelandic skyr brand siggi’s takes an innovative approach to sugar reduction, which has gained prominence among consumers during the pandemic, but which continues to be stymied by taste and convenience...
Despite category-leading velocities and strong heritage branding, sales of King Juice Company’s flavored lemonade brand Calypso were declining mid-single digits when David Klavsons became the new CEO in 2017 -- months after the original founder sold the...
Decisions made during the early days of the pandemic to ease supply chain pressure likely will have unintended consequences for product development, retail shelf space negotiations, and marketing strategies long after the coronavirus vaccine is broadly...
The UK’s advertising watchdog has told maverick Scottish craft brewer BrewDog to rein in use of its ‘F**k you CO2’ tagline when advertising its new carbon negative status.
By Danielle Jackson, Strategic Planner, ZEAL Creative
The soft drinks category has been working through a challenging year. Danielle Jackson, strategic planner at UK brand activation marketing agency ZEAL Creative, asks what lessons the industry can learn and take into 2021.
Carlsberg is relaunching in the UK with a rebrewed lager, accompanied by ‘its most honest consumer campaign ever’. Will its relaunch be able to shake up the mainstream – and can it encourage a new generation of drinkers to re-appraise its beer?
The Portman Group, the UK’s alcohol marketing watchdog, has updated its code for naming, packaging and promoting alcoholic drinks, seeking to strike ‘the right balance between protection and creative freedom’.
The liquid product is clearly fundamental to drinks firms but without the right exposure and consumer thirst for it sales soon dry up, writes Jon Reay of Rewrite Digital in this guest article.
Influencer marketing, paid posts and sponsored content have turned into a massive global market on social media platforms like Instagram. But its use with independent craft spirits brands is still in its infancy, poised for an explosion.
By 2022, global market intelligence firm IDC forecasts that 80% of enterprise revenue growth will depend directly on digital offerings and operations. And yet alcohol is trailing most other sectors when it comes to digital, write Jon Reay of Rewrite Digital.
Kantar Worldpanel highlights Sprite as a ‘top performer’ in its global rankings of the most chosen consumer brands, on the basis of its worldwide penetration and number of interactions with consumers. So what has Sprite done right in a shaky market for...
Technology that allows you to ‘see through’ metal tins. Real time consumption data for brand owners. All this – and much more – has become possible to breakthroughs in Augmented Reality (AR) and the Internet of Things (IoT).
Liqui-Box is expanding from industrial liquid packaging to target consumer-facing customers, especially within the bag-in-box beverage industry, such as wine, water, and RTD coffee.
Across the consumer goods industry, the future depends on manufacturers taking control of both quality and product safety issues, says Eagle product inspection.
