Monthly Archives: April 2021

Diageo on D2C strategy, owning search and adapting to new consumer moments

For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, Aviation Gin, Captain Morgan and

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How the latest fad drink seltzer highlights Australia’s complicated alcohol tax system

For some, it tastes like “alcoholic lemonade”. For others, it’s “a light sour beer”.Likewise, for tax purposes, the latest fad drink being downed by Australian punters can be modified to taste. Seltzer is a huge trend in the United States, where brands like the popular White Claw are being made with distilled alcohol, fizzy water and some fruity flavouring. Since companies

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