Advertising alcohol: the business of selling responsibly

Just like all commodities, alcohol revenues are significantly impacted by successful branding and marketing campaigns. When well-crafted advertisements are relatable to consumers, these promotions ultimately influence their perceptions and increase the product’s popular appeal.    Marketing budgets Alcohol distributors Executive spoke to say that Lebanon, in comparison to other countries in the region, is an advertising haven because there are no restrictions on alcohol advertisements in media channels. As such, they consider extensive expenditure on promoting their portfolio of spirits brands (although spirits distributors declined Executive’s request to provide the total amount spent on advertising per year) to pay off well in sales. “In Lebanon, there is always a strong impact of advertising in terms of driving sales. Advertisements also have a strong impact on top-of-mind awareness, but also on commercial awareness. Our ultimate objective is to build our brand and have a strong and healthy brand performance,” says Ziad