The marketer’s guide to ad strategy breakdown: Alcohol brands

For many people, sipping a glass of wine or enjoying a cocktail with friends is an enjoyable pastime. But, for alcohol brands, capturing consumer attention to be their drink of choice is a competitive sport. Changing trends can determine if people drink more spirits than beer or if they’re opting for low or no alcohol. 

One stable trend is relying on creative storytelling to connect with consumers. This approach can vary from splashy and usually funny Super Bowl spots to crafting an emotional narrative around an enslaved man of the 1700s turned abolitionist for a rum brand.  

Then, because it’s a controlled substance, there are rules. 

In this article, I’ll dive into the history of alcohol advertising, the rules and regulations, advertising strategies and some examples of brands who do it so well they land a Super Bowl blockbuster. 

Throughout time, alcohol brands have been advertised in every available medium. From print, radio, TV and digital media, alcohol ads often showcase friends having fun together.

Many brands excelled at creating stories around their brand and sometimes turned them into art pieces – from images of beer bottles clinking together overlooking a tropical sunset to Absolut Vodka’s 1980s runaway hit “Absolute Perfection,” which spawned over 1500 designs. Their campaign started with Andy Warhol and ran for an unprecedented twenty-five years. It eventually included art prints like this one by New Orleans artist George Rodrigue.

On the creative side, alcohol advertising often showcases fun and sometimes includes artist collaborations. However, since alcohol is a controlled substance, there are a lot of rules and regulations around its advertising. 

In the U.S., alcohol advertising must answer to the three government entities: 

•  Food and Drug Administration (FDA)

•  Alcohol and Tobacco Tax Bureau (TTB)

•  Federal Trade Commission (FTC)

Some accompanying rules include labeling the spirit with the alcohol percentage, preventing false or misleading statements and adhering to state and local guidelines. 

The industry faces scrutiny due to its impact on public health, especially when it comes to minors and those vulnerable to drinking problems.

You’ll often see a caution to drink responsibly on published ads in keeping with these regulations. 

As I mentioned before, trends shift. Current alcohol trends include a growing interest in low or no alcohol brands, canned cocktails and people choosing to imbibe premium spirits.

Nowadays, when it comes to advertising strategy, alcohol advertisers are leaning hard into storytelling. Let’s look at a few classic alcohol brand’s advertising and compare them with some up-and-coming brands. 

Based on the following criteria: 

Creativity and innovation

Creative ads can surprise and delight viewers, resulting in ads people remember. Ogilvy says, 

“There isn’t any significant difference between the various brands of whiskey or cigarettes, or beer. They are all about the same. “And so are the cake mixes and the detergents, and the margarines. … The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”

Sensory marketing

Powerful marketing draws on our five senses. You feel like you can see, taste, touch, smell and even hear the item in the ad. You can probably picture a beer pour. That image of a cool liquid flowing into a frosty mug tempts the senses on a hot day. Alcohol brands often rely on images of the liquid artfully poured into a glass—the lighting glints on the liquid, drawing in the eye. 

Emotion 

It’s no secret the purpose of advertising is to make us feel something. When a brand shows a group of happy, attractive people laughing together, you naturally want to join them. 

When an ad brings tears to your eyes in a heartfelt moment, you feel connected to that brand, and when an ad makes you laugh, you’re more likely to remember it tomorrow. 

Humor and wit

Humor is such a powerful emotion that it deserves its own category. 

Plus, humor is good for business. An Oracle report found that 90% of people are more likely to remember funny ads. Not only do they remember them, “91 percent said they preferred brands to be funny.”

Some alcohol brands have done well with humor over the years, take the Budweiser frog ad for example. 

Relevancy and addressing consumer interests or concerns 

Consumers want to support brands that share their values. Whether it’s healthy relationships, sustainability, ethics, diversity or other concerns, smart brands align with their target customer’s interests. Walt Disney reminds us:

“People spend money when and where they feel good” 

Today’s technology gives you the tools for keeping tabs on how your customers feel and your overall brand health. 

Brand community 

Brands with strong communities enjoy more loyal customers and brand advocates. It’s common for people to be loyal to their preferred drink. Part of what makes a community a community is a set of shared values and experiences. 

These can include: 

• Inside jokes 

• Special language 

• Celebrity endorsements 

Let’s look at the following brands based on the criteria we just covered. 

Coors Light

This iconic beer brand is continuing its popular “Choose Chill” campaign for Super Bowl 2025, this time responding to consumer sentiment about the Monday after the big game. "Let's face it: the Monday after the Big Game takes 'Case of the Mondays' to a whole new level," said Marcelo Pascoa, Vice President of Marketing at Coors Light. "So, we thought, why not turn that classic 'Case of the Mondays' into a literal case of Coors Light? Mondays Light is our way of reminding fans to Choose Chill on one of the worst Mondays of the year."

Check out their teaser ad for Super Bowl LIX below: 

The campaign was inspired by a Talker Research survey that found “41% of respondents call the Monday after the big game one of the worst days of the year.”

From the Silver Bullet years of the ‘80s and ‘90s to the modern-day campaign themes of relaxation, like Made to Chill, Coors Light has often chosen a light-hearted approach paired with cold refreshment. That humor takes center stage with this current campaign. On Monday, January 13, the brand launched a campaign spelling refreshment as “refershment.”  The brand temporarily changed its name to Mondays Light to reflect customer sentiment about Mondays. The temporary name change reminds football and Coors Light fans that they’re not alone in their “Monday feelings.” Additionally, the brand piggybacked on the popularity of face rolling by launching a Coors Light Chill Face Roller. Just insert an ice-cold can of Coors Light and roll on your face, repeat as needed.

How did Coors Light do?

• Creativity and innovation: Coors is off the charts for creativity and innovation. From typos to temporary name changes to a face roller, these ads are unexpected and memorable.

• Emotions: These ads lean into people’s emotions. Tired on the Monday after the big game? Roll your face with an ice-cold can of Coors Light and relax at the end of the day with a “case of the Mondays.”

• Humor: The brand is sure to give people a chuckle.

• Relevancy: When research showed the Monday after the Super Bowl was the most dreaded Monday of the year, the brand capitalized on it.

• Brand community: The brand’s running an Instagram campaign ahead of the big game for a chance to win a payment for a twelve-pack. 

Coors Light scores big points on each of the marketing criteria. 

Michelob Ultra 

Another long-time beer brand, this year’s Michelob Ultra Super Bowl ad brings a friendly, competitive spirit. The campaign entitled, “Play for an Ultra” shows athletes Sabrina Ionescu, Randy Moss, and Ryan Crouser engaged in a spirited game of pickleball. Off the court, big screen stars William Dafoe and Catherine O’Hara raise their glasses of refreshing Ultra. 

Across the bottom of the screen, you see the words, “Come to play or be played.” The Ultra ad is part of a major Anheuser-Busch’s Super Bowl 2025 presence. The brewer is the Super Bowl’s largest beer and alcohol advertiser in 2025 with ads for multiple brands, including Busch Light, Budweiser, Bud Light and Stella Artois. 

The Anheuser-Busch family of brands usually produces memorable commercials across their brands, and this Ultra ad is no exception.

How does Michelob Ultra stack up? 

• Creativity and innovation: The friendly challenge taps into the competitive spirit of “social athletes” - those who participate in sports for social reasons as much as fitness.

• Sensory marketing: The brand hits the sensory button with images of refreshing Michelob Ultra beers. It’s a not-so-subtle reminder of the experience of enjoying a cool beverage with friends. 

• Emotions: It has an emotional pull because it celebrates fun, shared experiences with friends, and wins with the brand as an integral component of these experiences. 

• Humor: Friendly wagers for an Ultra are relatable and fun.

• Relevancy: The brand taps into the growing social and fitness trend to position itself as a beer that balances this lifestyle.

• Brand community: The brand targets social athletes as its core base. It’s even partnered with Doordash, inviting people to challenge a friend to a game now. The winner gets ULTRA. 

Using humor and a friendly challenge, Michelob Ultra hits all the marks for an engaging ad campaign. 

Stella Artois

What if your parents told you that you had a sibling on another continent? That’s what happens in this humorous teaser spot for Stella Artois. Retired soccer player David Beckham shares a pint with his parents when they drop the news about “Other David,” who they “left in America.” 

This ad returns the brand to the Super Bowl after a five-year absence for the brand. 

How did Stella do? 

• Creativity and innovation: The creative storyline is unexpected and funny. David Beckham discovers he has a long-lost brother, “Other David.” 

• Emotions: Emotionally, the ad connects with the themes of family and discovery. 

• Humor: The ad is hilarious. The dad explains matter-of-factly, “If there are two Davids, one has to be “Other David.” 

• Relevancy: Celebrity endorsements always capture attention and feel relevant. 

• Brand community: The campaign encourages the audience to consider, “Who is Other David?” 

The Stella Artois' 2025 Super Bowl ad is a surefire success. It combines creativity, humor and emotional storytelling, reinforcing the brand's image as a facilitator of meaningful and enjoyable moments.

1800 Tequila

Since 1800, this award-winning tequila has delighted tequila drinkers everywhere. The brand focuses on its Mexican heritage and handcrafted history and previously partnered with U.S. sports teams. A 2023 campaign, “Taste is Everything,” features two commercials with former NBA star Carmelo Anthony and Latin musician Ozuna. “The message we want to relay is the connection between 1800 Tequila and “taste” in all its forms – showcasing how everyday moments – big or small – can be transformed into next-level experiences with the unmatched taste profile of 1800,” said Lander Otegui, senior vice president of marketing at Proximo Spirits. Created by 72andSunny, the “Taste is Everything” campaign targets super-premium tequila drinkers. 

1800 Tequila is also known for its partnership with artists and athletes. Mexican multimedia artist Raúl de Nieves designed six original works of art for the iconic triangular bottle. You can see the originals in the Henry Art Gallery at the University of Washington.

How does 1800 Tequila score?

• Creativity and innovation: The tequila brand gets high marks for creativity with the essential artist's collection. Since 2008, the brand has created collector’s items with limited edition bottles with an invited artist’s work displayed on the side.

• Sensory marketing and emotions: Excellent at sensory and emotional marketing, 1800 Tequila draws you in with a story about the brand’s history and production. The elegant ads feature crafted cocktails with the words “every glass tells a story,” which appeals to the imagination.

• Relevancy: Tequila is hot right now! Premium tequila sales passed whiskey sales in the US in 2021. While 1800 Tequila doesn’t meet all six marketing criteria, it doesn’t have to. The brand leans more heavily on celebrity athletes, artistry and tequila's popularity, connecting with its audience. 

Tequila Ocho

Billed as the “world’s first single estate tequila,” Tequila Ocho was started in 2008 by 5th generation agave farmer and 3rd generation tequilero Carlos Camerena and restaurateur and former Tequila Ambassador to Europe Tomas Estes. Produced in Arandas, Mexico, the award-winning brand focuses on craftsmanship and heritage. One of the first Tequila brands to highlight the terroir behind the spirit, Tequila Ocho invites people to explore the lands and process of growing agave and producing tequila. In the Mingling & Jimando campaign, photojournalist Pedro Oliveira captured the lives of the jimadores (agave farmers) who cultivate and harvest the agave. These evocative photos capture the spirit and authenticity of the people behind the spirit.

In March 2024, Tequila Ocho featured a packaging redesign. Four years in the making, the rustic feel has a “fingerprint” design to present the hand-crafted spirit, a custom engraved wooden top and a QR code directing people to the Tequila Ocho website where they can learn more about the geography of the agave in the bottle with tasting notes. 

“After having different branding and packaging in different parts of the world for so many years, we are thrilled to introduce this elegant new bottle to unite the brand globally,” shares Tequila Ocho global brand ambassador Jesse Estes.

Where does Tequila Ocho excel?

• Creativity and innovation: By focusing on where the tequila comes from regarding terroir and single estate plants, the brand has taken an innovative approach to standing out in a crowded market.

• Sensory marketing: The photo essay and significant package redesign are evocative and connect with the senses while showcasing the brand’s authenticity, craftsmanship and Mexican heritage.

• Emotions: The brand builds strong emotional connections by inviting the consumer behind the scenes to learn more about the specific agave fields and tequila-making process. This storytelling approach helps them feel part of the story.

• Relevancy: Tequila Ocho connects well with the current trends of authenticity, transparency and interest in artisanal products.

In all, Tequila Ocho is a premium spirit that’s positioned itself for a sophisticated audience. 

Old Forester 

This legacy Bourbon was founded in 1870. Such longevity makes for a lot of advertisements! But the early years focused on quality and consistency. In 2017, the brand chose Kuhl/Swaine for a rebranding campaign, and the agency leaned into the original look and feel and highlighted the words “First Bottled Bourbon.” Since then, Old Forester used the tagline, “Never Gets Old” and sponsors the “Kentucky Turtle Derby” in a nod to Kentucky’s famed horse race. Known as the “slowest two minutes” in sports, the race is normally held on the first Saturday in May, which is the same day as the famous horse race.

How does Old Forester do?

• Creativity and innovation: Kudos to bringing back the historic look and feel of the ads. This was a creative idea that reminded consumers at a glance this was a traditional bourbon with deep roots and a rich heritage.

• Addressing issues: Sponsoring the turtle derby when the horse derby was canceled due to the pandemic was a great idea that demonstrated solidarity. People missed events. Plus, a turtle derby is a hilarious idea.

• Relevancy: Old Forester nails themes of transparency and honesty which are relevant right now. It’s not trying to be trendy or hip.

• Brand community: During the pandemic, the brand launched the “Supporting Our Stages Never Gets Old” campaign, which supported independently-owned music venues.

Old Forester’s marketing is on point. With its old-fashioned look and feel, it reminds people it’s no newcomer to the Bourbon game and has offered quality flavor for a long time. It also manages to insert humor and community initiatives when appropriate. 

Pomp and Whimsy

Pomp & Whimsey is a gin liqueur catering to today’s modern woman. Created by Dr. Nicola Nice, a sociologist and brand strategist who recognized a gap in the market. 

“It’s not about removing gender, it’s about removing gender stereotypes,” says Nice. “And it’s about doing this all with authenticity and genuine intent.”

She’s developed a distinctive advertising strategy emphasizing inclusivity, sophistication, and a celebration of the feminine in the traditionally male-dominated spirits industry.

In this article from New Orleans’ Tales of the Cocktail Foundation, Nice said,

“On one particular research project, I was talking to these (high-powered) women about what liquor products they celebrate with, and I remember this very successful lawyer telling me ‘When we close a big deal, we go to the bar, and all the male partners order whiskey, and I would be like ‘What can I have to make me feel like I’m participating in the celebration, even though I don’t care for drinking a flight of whiskey? I’m too embarrassed to order a vodka and soda so I end up ordering wine, and I don’t feel like I’m quite participating in the same way,’” Nice recalls. “I’ve heard this story over and over again.”

The gin liqueur is a fruit-infused liqueur sold in a rounded bottle with a floral bouquet on the front. The name is a play on elegance and fun. 

How does Pomp & Whimsey meet the criteria? 

• Relevancy, Innovation and creativity: Dr. Nice saw an opportunity to meet a need in a nuanced way.  

• Sensory marketing: She created a fun name that captures attention with a beautiful bottle.

Pomp & Whimsey recently received $2.65 million in funding, so we’re sure to see more of it in coming years. 

Equiano Rum

Equiano Rum is the world’s first Afro-Caribbean rum produced in Barbados and Mauritius.  Named for Olaudah Equinao, a man who spent years enslaved yet still managed to produce and sell rum on the side. That rum bought his freedom. He later became an abolitionist and one of the most published African writers in the U.S. and U.K.  

The award-winning rum is dedicated to his vision and tenacity. The company donates 5% of profits and $2 of every bottle to equality projects. 

“Although the best rums in the world come from the Caribbean, historically their journeys start in Africa – from the slaves taken to the Caribbean and with their knowledge of making alcohol passed down from generation to generation, to create what we call rum today."

That’s according to Ian Burrell, Global Rum Ambassador and creator and co-founder of Equiano Rum.

How does Equiano Rum meet the criteria? 

• Innovative and creative: The brand leaned into craftsmanship and heritage, garnering more awards than any other rum.

• Sensory and emotional marketing: The brand crafted a powerful narrative around a historical person and continues to explore the complex history of rum.

• Relevancy: People crave authenticity and Equino Rum delivers it with an honest approach, including donating to equality initiatives.

• Engagement: In 2022, the brand launched the “Interesting Narrative” cocktail competition, inviting mixologists to create cocktails inspired by African and Caribbean influences. 

Equiano Rum has won many awards thanks to its taste. The strong narrative is memorable, and the team is dedicated to exploring rum’s complicated past. No doubt, we’ll continue to see big things from the brand. 

Lunar Seltzer

Billed as “Asian Americana. In a Can.” Co-founders Sean Ro and Kevin Wong of New York City use Asian fruits to create flavors like Tamarind & Rice Paddy Herb and Pineapple Cake. 

“We’re proud to continue boldly celebrating our upbringing and heritage,” said Kevin Wong, co-founder of Lunar Seltzer. He says, “Our mission is to authentically share the flavors and experiences of our community,”

Currently, the brand’s primary ad strategy is experiential marketing through in-person events. 

How does Lunar Seltzer excel? 

• Creativity and innovation: This is one of those innovations that seems so head-slappingly obvious after the fact that you can’t believe it hasn’t already been done. 

• Sensory marketing: The website says, “Pair with nights out in K-town or mom's home cooking,” which encourages your imagination to take flight.  

• Relevancy: There’s a growing demand for diverse and authentic flavors. The brand taps into that craving for greater cultural representation. 

• Brand community: Lunar Seltzer is active within the Asian American community and donates a percentage of profits to related non-profit organizations. 

Lunar Seltzer meets marketing criteria such as innovative products, emotional storytelling, cultural relevance and community engagement.

Blenders Pride

India’s premium whiskey, Blenders Pride uses the “Made of Pride” tagline to celebrate confidence and personal achievement. The brand is entwined with the fashion and entertainment industries in India. It sponsors the “Blenders Pride Fashion Tour” highlighting top designers. 

Kartik Mohindra, Chief Marketing Officer of Pernod Ricard India, said, "This year’s edition of Blenders Pride Fashion Tour marks yet another bold step in our vision to become ‘The One and Only’ gateway into our iconic and en vogue world. Together with FDCI, we're creating an unmistakable realm where every designer, celebrity, and experience will create a spectacular fusion of creativity. The tour diversifies its trail into newer cities, where our young consumers are poised to be inspired by global fashion icons & experiences, leaving them in awe of the brand.”

How does Blenders Pride score?

• Creativity and innovation: It’s “Made with Pride” campaigns and sponsoring a high-profile fashion event position Blenders Pride as a spirit celebrating confidence and accomplishment. 

• Sensory marketing and emotions: The brand appeals to creative people who admire celebrities like Alia Bhatt. 

• Relevancy: Collaborations with high-profile fashion designers and celebrities keep the brand at the forefront of stylish trends. 

Blenders Pride has carved out a solid position within India’s arts and culture community.

The Singleton

Presented as an antidote to a fast-paced life, the Diageo-owned The Singleton embraces slow living. 

The Singleton Slow Club offered its first IRL event in Amsterdam last October. People could gather and enjoy DJ Elias Mazian sharing five tracks with personal meaning while a handcrafted cocktail accompanied each. 

Anabel Kaneva, Diageo Culture & Entertainment Manager, The Netherlands, said: “In today's fast-paced world, time is the new luxury. This campaign is a reminder to truly savour every single moment and what better way to do so than with The Singleton.”

What does The Singleton do well? 

• Creativity and innovation: The “Slow Club” campaign promotes the trend of mindful living.

• Sensory marketing: “The Singleton Slow Living Club” encourages consumers to slow down to gather in a physical environment and listen to music while sipping on bespoke cocktails.

• Relevancy: The brand tapped into the trend of slowing down and appreciating luxury at a slower pace.

• Brand community: Is there anything more engaging than real-life events? 

The Singleton is doing many things right, including encouraging consumers to practice mindfulness and slow down to appreciate every moment.

Using Zappi to measure and rank brand advertising strategies

Zappi’s Amplify ad system allows brands to capture consumers’ reactions to creative ideas at every step of the way. From ideas to storylines and even improving ROI from specific channels, Amplify delivers insights on how consumers feel about your ad ideas or concept through real-time responses, second-by-second emoji reactions, consumer verbatims as well as potential sales impact and more.  

Alcohol brands make emotional connections and make the most of trends. While classic alcohol brands tend to lean towards humor, many up-and-coming brands lean hard on storytelling, emotion and engaging their audiences in real-life events. 

Each of these brands recognizes evolving trends, such as Lunar Seltzer’s innovation and Tequila Ocho’s highlighting of terroir. Leaving us with the notion that the best alcohol marketing invites consumers into a story.