Tuesday, October 17th, 2017 | 8 min read
The alcohol industry is a big deal in the United States. Annual sales for alcohol brands make up a staggering $211.6 billion. One particular demographic is a major part of this figure.
Millennials aged 21 and over account for 35 percent of U.S. beer consumption and 32 percent of spirit consumption. And when they’re not preoccupied with avocado toast and artisanal coffee, they’re choosing from a seemingly infinite supply of alcoholic beverages.
Research from Nielsen suggests that as many as 61% of Millennials have “no specific brand in mind” when purchasing alcohol. And when one considers that the Millennial generation could be worth as much as $24 trillion by 2020, there’s a lot of money on the table for brands.
But how can alcohol brands capitalize? By meeting these consumers where they naturally are: on social.
Here are five alcohol brands that deliver unforgettable social advertising – as determined by Sprinklr Business Index (SBI®), which measures and analyzes the breadth of public interactions between brands and consumers across social media.
Named after Dom Pierre Pérignon, a Benedectine monk and pioneer of Champagne wine, Dom Pérignon is an ultra-premium brand that has become synonymous with prestige and tradition.
A blend of chardonnay and pinot noir grapes, the brand makes only vintage champagne with grapes from one year’s harvest, ensuring optimal produce.
On social, the brand showcases its quality and splendor against the beautiful backdrop of the Champagne region in northeastern France.
Richard Geoffroy, Dom Pérignon’s chief winemaker, contends that tasting the brand’s vintage is an ‘experience.’ Geoffroy combines the reactive thoughts of friends with the gastronomic element, creating a brand narrative that caters to different cuisines and tastes.
Each carefully planned ingredient is shaped into an evocative story for customers to enjoy.
A post shared by Dom Pérignon (@domperignonofficial) on
Audiences are certainly enjoying Dom Pérignon on social – SBI® statistics indicate a content insights score of 8.8 and an audience insights score of 9.3. That calls for a glass of champagne.
Jack Daniel’s is the world’s best-selling whiskey brand, shipping nearly 12.5 million cases in 2016. Tennessee’s finest boasts the oldest registered distillery in the U.S., with its popularity spanning multiple generations and musical genres.
On social, the brand is keen to recognize the people who make the whiskey what it is. The role of ‘barrel men’ may initially be overlooked, but handmade barrels play a vital role in the whiskey aging process, creating the distinct color and taste of Jack Daniel’s.
Despite its age, the brand is still young at heart and is happy to showcase some of its more adventurous side on social. The hashtag #JackTravels is used to shine a spotlight on user-generated content and highlight the ubiquity of JD as a worldwide favorite.
Fostering customer loyalty in the public domain is one of the best advertisements for a brand. Jack Daniel’s consistently does this, replying to the majority of comments on its Facebook page.
By taking the time to send well wishes to audiences on social, JD can continue to build a reputation as a brand that appreciates its customers.
SBI® statistics indicate that social audiences very much appreciate Jack Daniel’s. The brand receives a content insights score of 8.7, alongside an audience insights score of 9.
Patrón is an ultra-premium favorite of tequila lovers and, according to science, hip-hop artists. Made from the blue agave plant like all tequilas, the process is slow – agave only ripens every eight years. However, the end result is perfectly crafted Patrón.
The entire tequila-making process takes place at Hacienda Pátron in Jalisco, Mexico. On social, the brand recognizes its home and the people who create its produce – “60 hands from beginning to end.”
Despite its position in the ultra-premium echelon, Pátron’s presence on social is built around giving audiences access to its exclusive world. The brand offers audiences a virtual reality experience of Hacienda Pátron, allowing users to experience how tequila comes to be.
Furthermore, through its recent #PatronTheSummer tour, Pátron gathered three years of audience insights and trends to recommend cocktail recipes on a localized scale across the U.S. and beyond. These local events and recipes appear to have been warmly received.
SBI® statistics indicate that Pátron’s approach on social is smooth and strong. The brand gets a content insights score of 9.4 and leads the alcohol industry with an audience insights score of 9.9.
Craft beer is big business in the United States. Thirty years ago, there were just 150 craft breweries nationwide – now, that figure has surpassed 5,000.
Many of these breweries come from humble beginnings. Ken Grossman and Paul Camusi became interested in homebrewing at a young age. In 1979, they launched Sierra Nevada in Chico, California.
Sierra Nevada is now the third-largest craft brewery in the country. On Labor Day, the brand made sure to thank its staff for all that they do.
A post shared by Sierra Nevada Brewing Co. (@sierranevada) on
During the early days, small craft breweries rely on local customers to generate business and spread the word. When breweries scale, it’s important for them to remember loyal customers who have stayed the course.
Sierra Nevada recently invited customers on an exclusive tour of its Chico hop yard, allowing them to sample specialty beers and even pull some of the homegrown hops. This personal touch would not go unnoticed by appreciative customers.
It's almost our favorite time of the year – hop harvest time! But before we bring in the good stuff, we're inviting you…
Indeed, it appears that Sierra Nevada is embraced by social audiences. SBI® statistics indicate that the brand gets a content insights score of 8.5 along with an audience insights score of 9.2.
Smirnoff is the world’s best-selling vodka. Owned by Diageo, the brand shipped 25.5m cases in 2016. However, Smirnoff faces a new challenge.
The global craft spirits market is projected to grow at 26.91% compounded annually over the next four years. Having seen craft beer’s similar rise in recent years, Smirnoff has reacted.
Matt Bruhn, Smirnoff global brand director, says the brand’s philosophy is “to think like a challenger.” This underdog attitude keeps things fresh amid increased competition.
The brand adds a healthy twist with its Smirnoff Sourced product range, using real fruit juice to offer something different to customers.
Occasion of use is also of high importance to Smirnoff. The brand regularly posts new and interesting recipes on social to suit the holiday or season. And with the new NFL season upon us, tailgate fans around the country now have a new drink to serve up.
SBI® statistics indicate that Smirnoff succeeds on social. The brand gets a content insights score of 8.3 and an audience insights score of 9.1.
Cheers to Social
Alcohol brands are smart in their use of social. A cocktail of behind-the-scenes access and striking visuals creates highly engaging content that audiences just can’t resist.
Brand narrative is also proving especially important. Faced with so much choice, consumers want to be told a story. For example, Pátron is keen to highlight its Jalisco origins, while Jack Daniel’s is keen to recognize the role that its people play.
By accentuating their value propositions, alcohol brands can serve up an irresistible offering on social. Customers will certainly cheers to that.
SBI® statistics were pulled on September 19th, 2017
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