Heineken taps WPP’s AI muscle to strengthen below-the-line marketing
WPP is deepening its ties to Heineken, with a focus on leveraging its AI muscle to enhance shopper marketing and e-commerce activities.
activities
Younger drinkers boost Constellation Brands
WARC’s Industry Snapshot: Alcoholic drinks report notes that the wider drinks category is facing a number of challenges, including greater moderation, with Gen Z increasingly opting for activities that do not revolve around drinking.