Established Booze Brands Need to ‘Challenge the Challengers’, Says Initials

Established Booze Brands Need to ‘Challenge the Challengers’, Says Initials

Launching December 4, new research conducted by independent creative agency Initials has found alcoholic drinks consumers are switching to challenger brands in their droves, with over two thirds of respondents saying being exposed to a multitude of marketing messages was making them less loyal to established brands. The findings expose harsh truths established brands must […]