HEINEKEN is committed to only marketing our products to those adults who wish to engage with us. We are working together, alongside our fellow International Alliance for Responsible Drinking (IARD) members, to further strengthen standards of responsibility for alcohol beverage advertising on digital channels worldwide, supporting UN goals to tackle the harmful use of alcohol. Find out more about this new global partnership and our commitments to enhancing age assurance for online marketing by visiting https://lnkd.in/e3hbWNTP
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It just looks so easy, doesn’t it? Compared to the regulations, limitations and public scrutiny surrounding alcohol marketing, non-alcohol and low-alcohol marketing looks like a cake walk. In many ways, it is. But it’s challenging in other ways. We can help with beverage marketing across the spectrum of no, low and fully spirited products. If you’re interested in knowing more, give us a holler. #nonalcoholic #beveragemarketing #beverageindustry #craftbeverage
Why’s Non-Alcohol Marketing So Easy?
https://highproofcreative.com
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Co-Founder at Veto®, No alcohol lager and plant based food. Founder @supersober.life. Motivation for an alcohol free life.
Some good points raised here. Personally I can't see the problem with featuring people in images used in marketing who aren't under 25, as long as they are over 18. How else are you going to target the massive market of 18-25 year olds ?? The future of the lo/no market and the future of our planet . Legally speaking, under-18s can purchase low and non-alcoholic beers in pubs. However, for this to be lawful the drinks on sale must be below 0.5% ABV because the Licensing Act 2003 states that alcohol means beer, wine, cider, spirits and other liquors over 0.5% ABV. Therefore, any drink below 0.5% ABV is not classed as alcohol so relevant ‘underage laws’ do not apply but many operators and retailers still operate the Challenge 25 scheme for both low and non-alcoholic beers due to practicality, not legality. Thoughts ? #lowalcohol #noalcohol #veto®
Portman Group launches first industry wide Alcohol Alternatives Guidance for packaging and marketing
https://www.portmangroup.org.uk
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Did “Duff” beer contravene the advertising code for alcoholic beverages? Which case (of beer) won? by Geoff Roberson A case in 2014 concerned the advertising code for alcoholic beverages. That year, supermarket industry behemoth Woolworths introduced an officially licensed “Duff Beer” to its outlets, which was trademarked “The Simpsons”. The marketing of Duff kicked off at a pub in Sydney which was transformed for the week into “Moe’s Tavern”, the bar depicted in the popular animated TV show The Simpsons, and included “Krusty Burgers”. The online campaign was on Facebook and it made it clear that this Duff Beer was officially sanctioned by The Simpsons and by the show’s creator, Matt Groening. Prior to 2014, there had been increasing awareness within Australian society of the serious social and health problems related to alcohol use, in particular under-age drinking. To head off more onerous legislation, the alcohol industry had introduced a raft of voluntary and industry managed and funded measures. These included the Alcohol Beverages Advertising (and Packaging) Code (ABAC). The ABAC Scheme is the centrepiece of Australia’s quasi-regulatory system and was established to respond to complaints that alcohol advertising and packaging results in excessive alcohol consumption. The Code includes the following rules: · Advertisements must not encourage misuse of alcohol, for example, by depicting binge drinking or glorifying drunkenness. · Advertisements must not be aimed at minors or encourage minors to drink alcohol. · Advertisements must not suggest that alcohol is therapeutic or brings success. The initial online campaign for Duff beer was quickly met with a complaint to the ABAC Complaints Panel by the Alcohol Policy Coalition (APC). The APC is a public interest group made up of various entities including the Australian Medical Association (Victoria), the Royal Australasian College of Surgeons and the Uniting Church, whose self-expressed purpose is to address “concerns about alcohol misuse”. It was up to the ABAC Complaints Panel to determine whether Woolworths had acted in breach of the Code. Which case won? #AdvertisingCode #AlcoholAdvertising #AlcoholHarms #AdvertisingStandards #AdvertisingEthics #EthicalMarketing #alcohol #AusLaw #law
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Ad Age rounded up the top summer 2024 beverage alcohol trends, one of which being around the continued interest in low- and no- alcohol beverages. At EIGHT Brewing Co., we've been all about a lower alcohol offering that complements your life without compromise since day one. With only 4% ABV, our low carb, low cal light lager is the perfect option, not only for the summer but every season. I'm curious to watch the wider trend as it plays out across both the alcohol and traditional beverage categories. As and since we launched, we've watched more players roll out lower alc. / lower calorie offerings across wine, beer and spirits in an effort to continue to meet ever-evolving drinkers where they are. It will be interesting to see if this is a lasting trend and shift in consumer preferences, a passing phase, or the growth of a niche consumer that was previously overlooked. To read the full piece, click the link below: https://lnkd.in/gmp6SVra
8 trends that will drive summer alcohol marketing
adage.com
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Senior Vice President and Chief Marketing Officer | Executive Leadership and Change Management Expert | Organizational Brand Innovator | Passionate Advocate for Women in Leadership
Consumer brands are always finding creative ways to join cultural conversations, and with Dry January gaining popularity in recent years, Fast Company recently posed an interesting question: What happens when the cultural conversation is basically about not using your product? Top beer, wine, and spirits brands could have launched campaigns snubbing Dry January, but instead they innovated and adapted to consumer preferences. They joined the party by offering non-alcoholic versions of consumers’ favorite beverages. And their efforts are paying off, with the introduction of a new product category helping address a post-pandemic dip in alcohol sales. Now, brands have a new season to plan for—one that’s nicely situated between the holidays and the Super Bowl. #DryJanuary #DampJanuary #SoberCurious #MarketingTrends #BigAlcohol
How Dry January became a branding event for Big Alcohol
fastcompany.com
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Craft Spirits Marketing Expert pioneering the transformation of the alcohol industry through innovative digital strategies and dynamic field marketing approaches.
Learn the five proven strategies to augment distillery sales with Spirits Marketing. Understand the power of targeted spirits marketing for promoting your alcohol brand. Eager to enhance your sales figures? Click here to explore these five ways to increase sales through strategic alcohol marketing! https://lnkd.in/d4qBVM2k #DistillerySalesStrategies #SpiritsMarketing #BoostAlcoholSales
How to maximize alcohol sales | Spirits Marketing
https://spirits.marketing
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Executive Director at Georgians for Responsible Marijuana Policy; President at Georgia Alcohol Policy Alliance
Should people under 21 be allowed to drink non-alcoholic beer? Here are some interesting perspectives. Check out the “STAT” article below, even the first few paragraphs…
Did you know: Target has more stringent policies on carding minors for purchasing non-alcoholic beer and than the majority of States in the US (where there are no policies)? It’s also currently legal in the US to advertise non-alcoholic beer and wine to minors. Why does this matter? Because early data show that when kids drink NA beer they're also more likely to end up drinking real, full-alcohol beer. This is what modeling behavior is all about, and exactly why many countries around the world have banned the sale of candy cigarettes. We have an opportunity to be proactive here, rather than reactive. Let’s learn our lesson from vaping, close the policy loopholes, and not make the same mistake twice. Thanks to Dr. Molly Bowdring and Dr. Jodi Prochaska for inviting me to collaborate on the op-ed below. If you’re interested in learning more about the current science around NA beverages, please check out the podcast I recorded recently with Dr. Bowdring: https://lnkd.in/g6gcyM7f STAT Op-Ed: https://lnkd.in/eh_q_JU8 Target Policy: https://lnkd.in/e56ErFKt #prevention #teenhealth #alcohol #publichealth #drugpolicy
Getting ahead of a non-alcoholic beverage boom among youths
https://www.statnews.com
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Did you know: Target has more stringent policies on carding minors for purchasing non-alcoholic beer and than the majority of States in the US (where there are no policies)? It’s also currently legal in the US to advertise non-alcoholic beer and wine to minors. Why does this matter? Because early data show that when kids drink NA beer they're also more likely to end up drinking real, full-alcohol beer. This is what modeling behavior is all about, and exactly why many countries around the world have banned the sale of candy cigarettes. We have an opportunity to be proactive here, rather than reactive. Let’s learn our lesson from vaping, close the policy loopholes, and not make the same mistake twice. Thanks to Dr. Molly Bowdring and Dr. Jodi Prochaska for inviting me to collaborate on the op-ed below. If you’re interested in learning more about the current science around NA beverages, please check out the podcast I recorded recently with Dr. Bowdring: https://lnkd.in/g6gcyM7f STAT Op-Ed: https://lnkd.in/eh_q_JU8 Target Policy: https://lnkd.in/e56ErFKt #prevention #teenhealth #alcohol #publichealth #drugpolicy
Getting ahead of a non-alcoholic beverage boom among youths
https://www.statnews.com
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Co-CEO at Víssimo | Co-Founder at Evino | e-commerce | Online Marketing | CRM | Supply Chain | Entrepreneur | Start-Ups | Operations | Digital Transformation | Logistics | Retail | Wine | Beverages | CEO | FMCG | Retail
Alcoholic Beverages | Marketing | Advertising - There is No robust evidence in favour of alcohol advertising bans. There is currently a lack of robust evidence for or against recommending the implementation of alcohol advertising restrictions Advertising affects the market share of individual brands, but the amount of money spent on alcohol advertising has no effect on alcohol consumption overall. This is how advertising works in every other mature market, and it would be a surprise if alcohol were any different, #marketing #Advertising #alcoholicbeverages #alcoholindustry #beverageindustry #beer #wine #spirits #winemarketing #marketing
'No robust evidence' in favour of alcohol advertising bans
https://www.thedrinksbusiness.com
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Founder & Chief Counsel - Universal Counsel | Lawyer, strategist, facilitator - F&B, FMCG, Tech, Health and Creative Industries Commercial & Regulatory Specialist.
The UC F&B Team has done a deep dive this week into NPD in alcoholic and 'alcohol alternative' beverages, with Asahi's new "Hard Solo" getting into hot water with the Alcoholic Beverages Advertising Code. Hard lessons for F&B businesses playing on both sides of this new trans-category frontier. #hardsolo #regulation #foodlaw #alcohol #howto #UCthedifference Hit us up at food@universalcounsel.com.au if you're keen to keep your NPD journey from turning sour. https://lnkd.in/gXgAJYfA
Hard Lessons from “Hard Solo” for Alcohol and Non-Alc Alternatives NPD
universalcounsel.com.au
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