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Comparing corporate messaging of competitive brands

There is more to competitor benchmarking then analysing marketing, comms, and advertising output – as being aware of how your 

In order to understand how the biggest global alcohol brands are tackling the subject of responsible drinking, we compared the language used on the corporate websites of two of the main manufacturers of alcoholic drinks, Pernod Ricard, and AB inBev to see how the messaging varies, and if there are any universal themes.