Spirits Brands Promotion in Terms of Russian Legal Restraints

Student: Lopyreva Valeriia

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2016

Promoting spirits brands is becoming harder every year because of legal restraints. Nowadays companies promote such brands only in HoReCa segment, the point of sales and through the Social Media Marketing. However, in the era of innovations and technologies development it seems to be reasonable to use new inventions as a platform for spirits brand promotion.This study has been conducted to analyze the ability of innovation channels to attract customers in the communication process with spirits brands. We attempt to assume the level of engagement in communication with them while using different innovational techniques. We observe successful cases of spirits brands promotion through innovational channels in Western world and then try to adapt it to Russian reality.

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