Canada is a smorgasbord of alcohol retailing systems. Some provinces are entirely government run, Alberta is entirely private, and most are a combination of both. This creates a unique situation for marketers. Here’s how the retailing system breaks down by…
More than just the latest buzzword, omnichannel marketing addresses the need for brands to provide a holistic, seamless experience across all channels and devices. Consumers are more empowered than ever before. They have greater access to more information and can…
Endorsements have been a long time standby of the beverage alcohol industry. But in the new marketing landscape does this traditional relationship hold up? Is the value of endorsements for the beverage alcohol industry real or contrived? The new media…
Community involvement and sponsorship are good for the community, but it’s also good for your brand. Studies show that doing good in our communities makes us happier and healthier. In addition to the individual benefits, there are also extrinsic benefits…
The challenges associated with digital and mobile marketing seem so insurmountable that some brands hesitate to get involved. However, digital marketing provides opportunities to brands who are brave enough to dive in, especially considering that over 28 million Canadians use…
Brand integrity refers to the need for beverage alcohol brands to present and represent themselves in the same way consistently over time. Strong brand integrity is a quality that is sought out by consumers as well as potential business partners….
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