Hard seltzer brand White Claw has grown rapidly in the UK since launching last June, and is now looking to expand the nascent category by taking market share from beer.
Heineken is launching hard seltzer brand Pure Piraña in Europe as it diversifies beyond beer to capitalise on the growing trend of health-focused beverages.
With the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Multiple ads for three hard seltzer brands, including BrewDog, have been banned by the advertising watchdog for making unsubstantiated health claims.
Ellie Norman has stepped down from the role ahead of taking on a new challenge.
Boots’ CMO Pete Markey believes marketers must create a narrative around marketing to help demystify it to other functions, which helps finance “want to get it”, says CFO Michael Snape.
Iceland has promoted former head of customer and marketing, Caspar Nelson, to the resurrected marketing director position.
Hotel Chocolat has grown revenues by 40% in the first half of its financial year, with its digital strategy, subscription offer and loyalty scheme driving customer acquisition in all markets.