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WHY Report

September 7, 2016

See the New Most Interesting Man in the World

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The new Most Interesting Man in the World is younger and French, and will appear in a teaser spot beginning today. The new campaign "will be a familiar template but will still be fresh and new. If the old campaign is a look back on a life well-lived, this is much more about ... you're seeing his life unfold in real time."

Stay interesting, friends.

July 22, 2016

Beer Is Getting Nutrition Labels and It’ll Probably Bum You Out

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The Beer Institute - yes, real thing - recently released voluntary guidelines directing beer makers to list nutrition information right on the label. And multiple major brewers have agreed to do just that. In fact the six largest brewers in the country, which collectively produce more than 81 percent of beer sold in America, have all agreed to the new label standards.

Probably the last thing you want to think about today.

July 20, 2016

Michelob Ultra: Get Fit...Then Get Lit

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Michelob Ultra is thriving even as nearly every other mainstream domestic beer is in slow decline. In the past three years, Ultra’s annual shipments have risen 27% from 4.1 million to 5.2 million barrels. Learn why the American brand is thriving in the tired domestic beer space. 

Behold the macrobrew miracle.

July 13, 2016

Why Malibu Rum is Spending 75 Percent of Its Marketing Budget on Digital

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Pernod Ricard’s Malibu rum brand is betting on digital to spur a sales comeback. It wants to devote three quarters of its marketing budget to digital activities in 2016, up from 60 percent last year. The plan is to move away from its perennial association with the summer, by pushing out campaigns regularly in order to generate sales throughout the year. As it does this, it seeks to increasingly appeal to a younger, over-21 millennial audience of both men and women without losing that “chill, fun summer vibe.”

The creation of 'Malibros' begins.

July 11, 2016

Booze Brands Rush to Snapchat While Contending With Age Risks

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Here is the surest sign yet that Snapchat is growing up: Alcohol brands are starting to advertise on the mobile app in significant numbers. Anheuser-Busch was the first to run ads in the “Stories” section in May that were tied to a Bud Light-branded event. Since then, the pace of alcohol advertising has accelerated as marketers gain more confidence in Snapchat's ability to keep content away from users who are under age 21.

Please snap responsibly.

June 10, 2016

Jack Daniel's Boosts Marketing Spending as It Marks 150 Years

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So how does America’s oldest distillery with a large media spend celebrate its 150th anniversary and status? Jack Daniel's is rolling out several big events, like "pop-up distillery experiences" in several major metro markets, and introducing limited-edition products, including a Jack Daniel's 150th anniversary bottle.

Parties and booze for an anniversary. Sounds about right.

May 23, 2016

Craft Brewers Teamed Up to Make a Single Beer, With 4,490 Brewery Names on the Label

This week is American Craft Beer Week. To celebrate, craft brewers from every state have teamed up to create a single beer, which is being made using the same recipe by more than 100 craft brewers—and in an act of even greater unity, features the names of 4,490 craft brewers from all 50 states on the can. It's a cool idea and an interesting design, but does it pop?

Another excuse to drink beer this week.

December 21, 2015

How the Netflix of Wine is Changing the Industry

Tasting Room, the fastest growing wine club in the nation, is changing how wine is sold. Similar to how you rely on Netflix for movie recommendations based on what you’ve enjoyed previously, Tasting Room uses a recommendation technology to select bottles for you based on your tasting preferences.

You may never go to the liquor store again.

November 10, 2015

Guinness Goes Vegan

Increased corporate transparency, consumer interest where our food comes from and how it is made, as well as the mainstreaming of previously niche food ‘diets’ converge have lead the famous Irish stout to become vegan friendly for the first time in its 256-year history.

Read about the switch.

October 20, 2015

How Patron's CMO Found Success In Selling Its Substance Over Its Style

Patron tequila spent more on advertising that the rest of the tequila market combined and it both helped them change tequila’s association and netted Patron 60% of the market. Among tequila fanatics, however, Patron was seen as all style over substance. This is an interesting case study a brand’s attempt to regain ‘authenticity’ and a concurrent pivot to digital.

Reinventing Patron as an artisan.

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