Marketing

Check out the new and upcoming marketing initiatives, contests and advertising campaigns from beverage-makers.

ARTICLES

Technology deepens connections between beverage brands and consumers

Craft beer brand uses Qliktag Software to share brand story, Jagermeister's JagerBonds mobile app helps consumers commemorate nights out
April 16, 2014

For the launch of its first global campaign, Lipton partnered with Disney puppet characters the Muppets to encourage consumers to “Be More Tea.”


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Seagram’s Escapes unveils new ad campaign, flavors and packaging

Flavored malt beverages will be packaged in cans for the first time
April 11, 2014

North American Breweries, Rochester, N.Y., unveiled a new multimedia national advertising campaign and brand image for its Seagram’s Escapes flavored malt beverages.


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Beverage brands get social with Pinterest promotions, Twitter contests

New products draw inspiration from social media, consumer requests
March 14, 2014

Fitness water brand Buff Water signed Canadian Football League athlete Hugh Charles, a running back for the Edmonton Eskimos, to its brand team.


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Brands put their mark on consumers' nights out

Sailor Jerry's brands fans with free tattoos, new Belvedere bottle 'lights' up club experiences
February 14, 2014

Last summer, Jones Soda Co. partnered with Chrysler Group LLC’s Fiat automobile brand to host a photo contest in which consumers could submit pictures of the new Fiat 500e for a chance to win the electric car as well as surf lessons with Jones-sponsored professional surfer Brianna Cope.


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Premium alcohol boosts on-premise sales

Consumers are 'drinking less but drinking better,' Technomic reports
January 15, 2014

Although consumers continue to control their spending on-premise, thereby slowing growth in the channel, premium adult beverages are bringing momentum to the segment, according to Chicago-based Technomic Inc.’s 2013 BarTAB Report.


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Brands move out of beverage zone with new collaborations

Heineken releases limited-edition jeans, Gruppo Campari launches 2014 calendar
January 15, 2014

Best known for its Koma Unwind relaxation drinks and shots, Bebida Beverage Co. (BeBevCo) is taking its expertise into a whole new category: ice cream.


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Newcastle uses ‘Cabvertising’ to market new beer

Marketing campaign supports new limited-edition Newcastle Cabbie Black Ale
December 16, 2013

Adding to its popular “No Bollocks” marketing campaign, Heineken USA’s Newcastle brand took the idea of advertising on cabs to a new level in order to promote its new Newcastle Cabbie Black Ale.


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Holiday promotions help brands spread cheer

Redhook Brewery embraces ugly sweathers, Celestial Seasonings shares warmth
December 16, 2013

Social media platforms like Facebook and Twitter have made it clear that millennials and generation Z have a unique openness to the world around them.


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Beverage-makers add special ingredients for unique editions

Marketing promotions aim to preserve Hispanic heritage, feed the hungry
November 15, 2013

To celebrate the fall equinox, Dogfish Head Craft Brewery brewed a beer that is made with lunar meteorites that have been crushed into dust then steeped like tea in an Oktoberfest-style beer.


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Marketing: Brands entice consumers to join the fun

Miller Lite, Pom encourage fan participation in marketing programs
October 16, 2013

The Coca-Cola Co.’s Diet Coke brand re-entered the fashion world by releasing its second limited-edition T-shirt in the beverage aisles of Target stores last month.


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Multimedia

Videos

Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).

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Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

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Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

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