SABMiller says the success of Peroni, which it claims is the number one super-premium beer in the UK, is much more a story of marketing than sales as it looks to redefine how and when consumers drink beer amid a wider slowdown in alcohol sales.
Carlsberg is ‘rebrewing’ its original beer using yeast cells from a 133-year-old beer bottle as part of a new global campaign that it hopes will re-establish it as a craft beer brand.
With Pepsi becoming the first major soft drinks manufacturer to launch a craft product to “honour its heritage”, it seems soft drink brands are keen to copy the alcohol industry. But increased awareness is needed if it is to revive flagging sales.
Marketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
The global coronavirus pandemic impacted nearly every industry on Earth, but few as intensely as travel and hospitality.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
We arm you with all the numbers you need to tackle the week ahead.