marketing

Electrolyte-Infused Brews and Race Day IPAs: Inside the Brave New World of Sports Beer

Electrolyte-Infused Brews and Race Day IPAs: Inside the Brave New World of Sports Beer

“It is hard work and sometimes a pain to train,” Caitlin Landesberg, a runner and the founder of Sufferfest Beer Company in San Francisco, says. “Beer helps balance that.” Landesberg created Sufferfest because she wanted a celebratory, somewhat healthy drink to toast a race with her friends. Sufferfest beers are brewed with extra magnesium, potassium, […]

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Micro-Influencers, Drinkstagrammers and VC Money: Inside the Hyper-Targeted World of Alcohol Influencers

Micro-Influencers, Drinkstagrammers and VC Money: Inside the Hyper-Targeted World of Alcohol Influencers

A beautiful army of attractive women and dashingly handsome men has invaded our Instagram feeds. Their lives are a carefully curated collection of obscenely perfect moments. They are people (just like us!), yet they exist primarily in social media (like our coworkers’ cats!). They’re called influencers, and they’re here to tell us what to like, […]

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10 Things You Should Know About Absolut Vodka

10 Things You Should Know About Absolut Vodka

Even if you don’t drink vodka, you’re probably familiar with Absolut, thanks to its ridiculously successful marketing campaign. Even if you do drink Absolut, there are probably more than a few things you don’t know about the product, or the company itself. From a surprising level of environmental awareness to ancient water sources to that […]

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Miller Didn’t Invent Light Beer. It Didn’t Even Invent Miller Lite.

Miller Didn’t Invent Light Beer. It Didn’t Even Invent Miller Lite.

You may have seen Miller refer to its celebrated Miller Lite brand as “the original light beer.” You may have even seen the brewing giant claim in modern television commercials that Miller invented light beer.  The thing is, it didn’t. The true father of light beer was Dr. Joseph L. Owades, a biochemist and Rheingold […]

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Wine Labels Are Little White Lies With Enormous Implications

Wine Labels Are Little White Lies With Enormous Implications

To enjoy buying and drinking wine means we have to willfully succumb to certain fictions. We pretend, for instance, that we know what the juice inside the bottle will taste like. We do so based on visual clues from the words and art we see on the label, or if we previously tasted another bottle […]

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India’s Craft Distillers Are Shaking Up the World’s Biggest Whisky Market

India’s Craft Distillers Are Shaking Up the World’s Biggest Whisky Market

Close your eyes and imagine a distillery making exceptional, single malt Scotch. You might envision gray Islay or scenic Speyside. Or perhaps the fecund woods of Kyoto, where Yamazaki is made. A cooler climate locale, certainly, where distillers wear wool sweaters to brave the chill. India probably does not immediately come to mind. But that […]

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Love It or Hate It, Without Jameson You Wouldn’t Be Drinking Irish Whiskey

Love It or Hate It, Without Jameson You Wouldn’t Be Drinking Irish Whiskey

People who say that success is a double-edged sword probably haven’t struggled to pay rent in a while. Still, certain gravy trains have their drawbacks. Take Jameson, the world’s most popular Irish whiskey. The brand moved 6.5 million cases last year and reported double- and triple-digit growth in 80 global markets in the latter half of […]

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How Do You Make a Booze Brand Go Viral? The Master of Craft Explains

How Do You Make a Booze Brand Go Viral? The Master of Craft Explains

Steven Grasse has mastered the art of navigating the boundaries of the booze world. The FDA’s list of acceptable additives “tells you every single ingredient you’re allowed to use in a spirit,” Grasse says. “If it’s not on the list, you can’t use it. Unless… you can make a historical precedent for why you need […]

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