Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Challenging the traditional approach to asking for support, a WaterAid campaign has showcased the difference donations can make rather than simply spotlighting problems. By depicting both hardships and charitable outcomes, the campaign demonstrates the impact that donors can have on community causes.

A survey has found that Australians are drinking less beer, instead opting for ready-to-drink (RTD) beverages, which have increased in popularity since 2020. In addition to a broader reckoning with alcohol, health and financial factors are influencing the beverages Aussies choose to consume.

From its homegrown craft-beer roots, Jubel is going mainstream through increased brand awareness and attention-grabbing publicity stunts. What does the brand’s rising popularity signal about unconventional marketing campaigns and maintaining a successful balance between popular and niche appeal?

From rare grapes and business ethics to history and heritage, authenticity has become a key element to drinks brands’ success. But with multiple interpretations of what authenticity means to consumers, how can alcohol brands find a way to maximise the buzzword’s potential?