Niche whisky brand Tomatin is on a mission to build awareness and become a more mainstream brand, with the launch of a new brand platform and plans to expand its retail presence.
The drinks giant experienced “strong” growth in sales and profit over the first six months of its fiscal year, amid rising marketing spend and the continued pursuit of its premium pricing strategy.
The drinks business says its strong growth over the past financial year is a result of its progress in DTC, innovation and marketing efficiencies.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Pernod Ricard is confident Christmas will be a strong period for its alcohol brands despite the cost of living crisis, with factors like the World Cup and the absence of Omicron this year expected to bolster sales.
Though it’s easy for marketers to be seduced by the short-term wins that come with lower-funnel activities, the evidence is clear: it takes a full-funnel strategy to make it through a downturn unscathed.
New data suggests corporate-NGO partnerships will only increase in importance over the next three years amid the cost of living crisis and war in Ukraine.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?