Management Briefing

FREE TO READ - What just-drinks said about the spirits category - The review of 2018

Most popular

Pound bounceback puts pressure on Diageo, Pernod

The just-drinks Analyst returns

What challenges face the lower-abv wine segment?

Technology bringing tasting events closer to home

US craft beer gangs up to battle Mad Max market

MORE

With the end of the year looming, just-drinks takes a look back at 2017. Here are the ten most-read comment pieces written by our spirits experts, led by category commentators Neil Ridley and Richard Woodard, over the last 12 months.

just-drinks maintained its strong commentary on the spirits category throughout 2018

just-drinks maintained its strong commentary on the spirits category throughout 2018

10. Maintaining consumer trust in the social media age

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

9. Is craft spirits approaching a reset moment?

The bankruptcy filing by Death's Door Spirits Co in the US in late-November prompted Richard Woodard to look more closely at the craft end of the category. Is reality starting to bite?

8. Are spirits brand owners driving Global Travel Retail customers to distraction?

With the Global Travel Retail channel becoming such an important testing ground for new innovative expressions, have brown spirits brand owners found the perfect launch pad for NPD, or are they slowly but surely confusing consumers with mixed messages? Neil Ridley checks in for a nose around.

7. Why the usual vodka suspects will have to sit out the short-term in the US

What are the prospects for vodka in the category's vital US market? Richard Woodard took us back, to look forwards.

6. Why spirits marketing risks losing sight of the actual spirit

As marketing activity becomes more digitally-focussed, visually-orientated and 'Instagrammable', are spirits companies losing sight of the importance of simply delivering a tasting experience? Neil Ridley warns that some brand owners run the risk of losing the plot.

5. Does the consumer really care about your cocktail competition?

In early-October, the global final of Diageo's 'World Class' event rolled into Berlin. The circus gave Laura Foster cause to contemplate the nature of global cocktail competitions, specifically from the viewpoint of the consumer. Over the last decade, the likes of Diageo and Bacardi have ploughed vast amounts of their marketing budgets into these bartender-focused cocktail competitions. But, to what gain

4. What will be Diageo's priorities for the years ahead?

As part of just-drinks' deep-dive into the trends that have driven Diageo's performance over the last five years, Richard Woodard considers the areas that will be priorities for the group in the coming years.

3. What's the best way to market spirits brands to female consumers?

Is gender becoming an all-consuming issue in whisky? Neil Ridley certainly hopes not.

2. When spirits companies cut their marketing budgets, why not increase yours?

Richard Woodard was relieved to see the back of The Winter Olympics in February. 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.

1. Why the spirits category needs to rethink its future positioning

Neil Ridley is all riled up. Again. This time, it's about the positioning at the higher end of the spirits category.

just-drinks' Top Tens of 2018


Sectors: Spirits

Related Content

FREE TO READ - What just-drinks said about the spirits category - The review of 2017

FREE TO READ - What just-drinks said about the spirits category - The review of 2017...

FREE TO READ - What just-drinks said about the soft drinks industry - just-drinks' review of 2018

FREE TO READ - What just-drinks said about the soft drinks industry - just-drinks' review of 2018...

FREE TO READ - What just-drinks said about the soft drinks industry - The review of 2017

FREE TO READ - What just-drinks said about the soft drinks industry - The review of 2017...

FREE TO READ - What just-drinks said about the beer category - The review of 2017

FREE TO READ - What just-drinks said about the beer category - The review of 2017...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?