Summer Drinks

The Challenge:
The alcoholic beverage market has become very crowded, with increasing numbers of product variants and brands. From a resurgent craft beer market to the new popularity of a range of ciders, spirits have had to compete in an increasingly diverse marketplace.

The Solution:
We need to put the wine and spirits categories back on the consideration list by giving consumers a reason to try a variety of spirits and mixed drinks. The best way to do this was by reframing beer and cider drinking occasions to show the permissibility of spirits and mixed drinks.

The Idea:
“Here’s to Summer Drinks” sought to show spirits and mixed drinks in a variety of drinking occasions giving consumers a category message.