The Influence of Social Media in the Alcohol Industry

Americans consume an average of 22 gallons of beer each year.

And that’s just on average – meaning there are plenty of people who drink much more than that, making the beer industry impressive all on its own. In combination with wine and distilled spirits, the entire alcohol industry is comprised of 3,500 companies and totals an annual revenue of $120 billion.

This presents an enormous opportunity for marketers – especially in the digital sphere as social networks continue to evolve and expand. The various forms of social media provide new ways to connect with alcohol consumers.

Facebook can be optimized in organic social media content and paid social. Features such as Enhanced Page Post Targeting allow you to choose specific demographics that will best receive your message – visibility is key. Brand page likes and the recent addition of paid offers both work to increase popularity.

Facebook can be valuable in understanding your consumers concerns, interests and needs. For example, a recent survey of regular wine consumers in the US found 73% were Facebook users. Those in the wine industry can utilize this information by producing content that is relevant, such as wine country reviews or tips for picking a good bottle, and therefore present the image of a thought-leader and establish credibility.

Twitter is a good site in which to communicate with consumers, as you can search hashtags and participate in all conversations surrounding your industry. Feedback on products is immediate as well. The recent rollout of targeted Promoted Tweets further allows you to reach your target audience more effectively.

Image and video-based sites such as Pinterest and YouTube present alternative marketing possibilities. On Pinterest, you can create different brand boards in which you can pin anything from recipes incorporating your product to clothing featuring your brand and quotes about the industry. YouTube can be utilized both as a video advertising platform and as a creative outlet in which to establish a brand channel.

The influence these networks have on the purchase path is growing. 15% of social network users have purchased alcohol as a result of social media, whether that is because of a brand promotion, an advertisement, or a mention from a friend. When it comes to brand selection within the industry, social media is second only to smartphone Apps in digital influence.

Although age can certainly be a factor when it comes to target marketing in the alcohol industry, on average, the median age of users on all social sites is 37. For those under 21, solutions are in place – sites such as Facebook and Twitter include age gating features to determine advertising appropriatenes. Read more on this here.

The alcohol industry is only just beginning to make its impact in the digital world. Social networks present immense opportunity for marketers that still have yet to be truly maximized.

Contact ZOG Digital today for an SMO audit.