The magic of spirits: Decoding the heady mixology of Australian alco-bev ads that connect
The world of alcoholic beverages is currently filled with discovery of flavours, zeros, fusions, new and bold narratives, and more. The category is not only bringing delight to Aussie doorsteps, pubs, bars and ‘bottlos’, it is an economic and industry growth driver valued at US$ 29.9 billion and expected to grow annually by 5.36% (CAGR 2023-2027). Kantar BrandZ data reveals success in this category lies in being ‘different’ – the extent to which a brand is seen to offer something that others do not and leads the way for others to follow.
Its difference that makes the difference
‘Different’ brands are hard to substitute, which gives them an edge. But to drive difference, brands must focus on creating not just good, but great advertising, backed by a clear positioning. For example, in the recent Kantar BrandZ 2023 Most Valuable Australian Brands, ‘the beer for up here’ Great Northern has grown to be the best-selling beer brand in the country, establishing itself as a challenger with a focus on physical and mental availability and a strong creative.