Development of a Marketing Plan for a Brand of Alcoholic Beverages

The present time is not only a period of active development of society as a whole, but also a time of significant changes in the way it functions: people's lifestyles, views and values, behavioral habits and needs are changing, the role of information technology is increasing, which means that the way people interact with each other and with the world as a whole is also changing. As a result of these changes, society's demand for different products is also changing, and companies are offering more and more products and services to meet emerging needs. In such an environment, a brand not only has to find new ways to overcome competition, but also to regulate the way information is presented that has to reach the consumer and attract his or her attention. Alcohol brands are no exception, so this study looks at the most important way to differentiate a brand and form a marketing strategy based on that way. This paper uses a mixed research design that includes the application of both qualitative and quantitative methods. The study has significant scientific and practical relevance. The results of this work can be used as a basis for further analysis of the market of alcoholic beverages, consumer behavior and brand perception in this category. Keywords: Marketing plan; Alcoholic beverages; Brand positioning.