Comment - Spirits - A Word with Woodard

Comment - Spirits - A Word with Woodard

By: Richard Woodard

Resident columnist and spirits know-it-all Richard Woodard provides his monthly take on the latest in the global white spirits industry.



Will Diageo's American Anthem make vodka great again? - Comment 1 Jun 2018

Monday this week was Memorial Day in the US, a federal holiday in honour of those killed while serving in the country's armed forces. Thanks to a recent product launch from Diageo, consumers were also encouraged to raise a patriotic glass of vodka in their memory. But, can American Anthem make vodka great again? Richard Woodard is sceptical.


Falling out with flavour - when is a gin not a gin? - Comment 3 May 2018

As more companies launch so-called 'flavoured gins', Richard Woodard considers the rules around gin production and the impact of the flavour trend on the gin category.


Maintaining consumer trust in the social media age - Comment 10 Apr 2018

Consumers are suffering a "crisis of trust" when it comes to corporate entities, according to recent research. Spirits commentator Richard Woodard looks at how Diageo is faring with consumers, at a time when social media makes it all too easy to offend them.


What can the spirits and wine industries learn from Moet Hennessy? - Comment 26 Mar 2018

Following on from just-drinks' analysis of Moët Hennessy's performance over the last five years, spirits commentator Richard Woodard considers the takeaways for the wider spirits and wine industries.


When spirits companies cut their marketing budgets, why not increase yours? - Comment 27 Feb 2018

Spirits commentator Richard Woodard will have been relieved to see the back of The Winter Olympics last weekend. He now has the time to ponder companies' marketing spends... and to run his rule over Pernod Ricard's latest - somewhat risqué - activation for Absolut.


What's coming up in spirits in 2018? - Predictions for the Year Ahead - Comment 30 Jan 2018

Rounding off our series of category forecasts for the year ahead, white spirits commentator Richard Woodard looks at what 2018 has in store for gin, Tequila, rum, vodka ...


What can the spirits and wine industries learn from Pernod Ricard? - Comment 15 Jan 2018

Following on from just-drinks' analysis of Pernod Ricard's performance over the last five years, spirits commentator Richard Woodard considers the takeaways for the wider spirits and wine industries.


What can the spirits industry learn from Diageo? - Comment 8 Nov 2017

Following on from just-drinks' analysis of Diageo's performance over the last five years, spirits commentator Richard Woodard considers the takeaways for the wider spirits industry.


What can the spirits industry learn from Brown-Forman? - Comment 24 Oct 2017

Following on from just-drinks' analysis of Brown-Forman's performance over the last five years, spirits commentator Richard Woodard considers the takeaways for the wider spirits industry.


Why big spirits firms are willing to pay for potential - Comment 27 Jul 2017

This month, spirits columnist Richard Woodard takes a closer look at why the world's largest spirits firms are investing in relatively small brands. 


Why the spirits brands of the past should be wary of the future - Comment 6 Jul 2017

When your brand is steeped in history, how do you make it relevant to the consumers of today, without diluting that long-held cachet? Richard Woodard considers the dilemma facing the likes of Gruppo Campari's Grand Marnier and Remy Cointreau's Cointreau brands.


Why craft owes more to multinational brands than we're made to think - Comment 18 May 2017

In wanting to trumpet their credentials, craft spirits brands still owe much to the bigger, more-established brands in the segments. Richard Woodard believes beating up the big boys leaves craft brands open to charges of biting the hand that feeds them.


Has the race to premiumise made spirits forget the mainstream? - Comment 25 Apr 2017

It's the last thing the English language needs, but could a companion term to the verbally-ugly 'premiumisation' pass into everyday use in the years to come? Is 'mainstreamisation' – a neologism arguably even more hideous than the p-word – here to stay? Richard Woodard thinks so.


Millennials are not the only fruit for Absolut - Comment 4 Apr 2017

The saga of Absolut's travails in the US continues, with the mooted recovery in the Pernod Ricard-owned vodka brand's fortunes proving more elusive than the company had hoped. Are Millennials to blame? Richard Woodard reports.


What's coming up in spirits in 2017? - Predictions for the Year Ahead - Comment 19 Jan 2017

Following on from Chris Losh's look at the year ahead for wine and Stephen Beaumont's consideration of the future for beer, Richard Woodard looks at how the white spirits segment is shaping up for 2017.


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