{"id":23207,"date":"2023-09-06T11:03:25","date_gmt":"2023-09-06T10:03:25","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=23207"},"modified":"2024-03-19T12:58:51","modified_gmt":"2024-03-19T12:58:51","slug":"how-alcohol-brands-are-using-social-media-to-reach-consumers","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/how-alcohol-brands-are-using-social-media-to-reach-consumers","title":{"rendered":"Alcohol Marketing Strategies on Social Media"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Back in 2020, we did quite a bit of research into how alcohol brands were coping with the pandemic (see our guide \u2018<\/span><a href=\"https:\/\/thesocialelement.agency\/what-we-think\/social-media-white-papers\/managing-global-crisis-alcohol-brands-whitepaper\"><span style=\"font-weight: 400;\">Managing a global crisis for alcohol brands<\/span><\/a><span style=\"font-weight: 400;\">\u2019) and in our 2021 post, we looked at how alcohol brands were <\/span><a href=\"https:\/\/thesocialelement.agency\/alcohol-brands-adapting-post-covid\"><span style=\"font-weight: 400;\">adapting post-lockdown<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Over the last few years, many of us have become more mindful of our relationship with alcohol, and according to the IWSR\u2019s latest Drinks Market Analysis report, which surveyed consumers in 17 countries in February 2023, spending on alcohol is falling in many global markets:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Consumers are being more selective about how and when they spend money on alcohol due to the cost-of-living crisis.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Drinking at home is <\/span><a href=\"https:\/\/www.theiwsr.com\/wp-content\/uploads\/Consumers-opt-to-spend-less-on-beverage-alcohol-but-confidence-in-the-future-is-improving_April-2023.pdf\"><span style=\"font-weight: 400;\">still preferred<\/span><\/a><span style=\"font-weight: 400;\"> to drinking in bars, pubs etc., as it\u2019s cheaper to buy alcohol for home &#8211; and the money saved is put towards the household food budget.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Some consumers choose to buy luxury alcohol brands and drink in moderation, while others look for the best deals they can find in the supermarket.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The UK government has introduced a <\/span><a href=\"https:\/\/www.theguardian.com\/business\/2023\/aug\/01\/uk-beer-wine-spirits-prices-rising-falling-duties\"><span style=\"font-weight: 400;\">new way of taxing<\/span><\/a><span style=\"font-weight: 400;\"> alcoholic drinks &#8211; by introducing lower taxes on drinks with reduced alcohol content (below 3.5% ABV) and keeping higher taxes on those with a higher percentage of alcohol (more than 8.5% ABV). It means that spirits and some wines will cost more. These changes were designed to decrease the number of units people drink per week.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Alcohol brands have to tread a fine line<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Alcohol brands understand that wellness trends around alcohol consumption will likely grow as consumers look for ways to make healthier choices (and save money). The global low\/no-alcohol sector grew by 7% in 2022 and is now <\/span><a href=\"https:\/\/www.forbes.com\/sites\/katedingwall\/2022\/12\/23\/the-no-alcohol-drinks-market-surpassed-11b-in-2022\/?sh=2070bf60689a\"><span style=\"font-weight: 400;\">worth $11bn<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; and is expected to see even higher levels of growth by 2026.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They also know that some people will always find unhealthy ways to use alcohol and that they must do what they can to discourage this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Drinks manufacturers that want their alcohol brands to stand out in a market where consumers are worried about cost, wellbeing and image, realise they need to invest in social content beyond simply showcasing their drinks.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>How can they do this?<\/strong><b><\/b><\/h3>\n<ul>\n<li><b>By focusing on storytelling to entertain and inspire<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Alcohol brands are already great at using storytelling in their ads and social content, and we\u2019re starting to see some brands branch out into quirkier and less direct forms of storytelling.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Craft Ale brand <\/span><b>Beavertown<\/b><span style=\"font-weight: 400;\"> produced a short film last Halloween called Rime of the Ancient Mariner. Instead of focusing on the product, the brand produced a film designed to entertain people and get them talking.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=_rkLv9yCJVo\"><b>https:\/\/www.youtube.com\/watch?v=_rkLv9yCJVo<\/b><\/a><b>\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a clever way to give people something of value without trying to sell a product. Instead, it gets the brand\u2019s name out there and shines a spotlight on its personality and tone of voice. It makes people want to find out more.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b>By making responsible drinking the focus of the content<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Alcohol brands have had to include a message about drinking responsibly for years now, but it\u2019s often not the point of the ad. However, with the rising trend of people drinking in moderation or not at all (or taking part in events like Dry January), brands are starting to make responsible drinking the entire focus of their campaigns and social content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One example of this is <\/span><b>Smifnoff\u2019s<\/b><span style=\"font-weight: 400;\"> \u2018drops of advice\u2019 YouTube series.<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=voyZ7Qg_t6Q\"><b>https:\/\/www.youtube.com\/watch?v=voyZ7Qg_t6Q<\/b><\/a><b>\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">These videos are short and engaging enough to keep people\u2019s attention as they scroll, and they give younger consumers advice on responsible drinking.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, it\u2019s not about selling a product here but creating content that\u2019s useful for the consumer.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b>By finding and focusing on your aesthetic\u00a0<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Brands that use visual social apps, like Instagram, do really well by focusing on creating an aesthetic unique to their brand (much like developing a specific tone of voice).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alcohol brands like BACARDI are using Instagram to share cocktail recipes, but they\u2019re sharing them in a way that helps people associate the brand with certain activities or visuals.<\/span><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/bacardi\/\"><span style=\"font-weight: 400;\">https:\/\/www.instagram.com\/bacardi\/<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By having an aesthetic that people can associate with products, brands can create social content that\u2019s more memorable and inspiring.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b>By showing how you\u2019re stepping up on important issues<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Brands like Renais Gin (founded by actor, Emma Watson and her brother) are using social media to show people what the brand is doing to help the environment. Renais, for example, is carbon-neutral.<\/span><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/Crkyct1gmDQ\/\"><span style=\"font-weight: 400;\">https:\/\/www.instagram.com\/p\/Crkyct1gmDQ\/<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sustainability is becoming an increasingly important issue for alcohol brands to focus on as consumers become more aware of what they\u2019re buying and its impact on the planet.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">By highlighting important issues and working with a diverse group of influencers, alcohol brands can demonstrate their values in action &#8211; this is very appealing to the Gen Z and millennial market and worth exploring.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As consumers, our relationship with alcohol continues to evolve. Social media offers alcohol brands a flexible and creative way to keep pace with these changes and find ways to serve consumers in ways that make them comfortable.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Back in 2020, we did quite a bit of research into how alcohol brands were coping with the pandemic (see our guide \u2018Managing a global crisis for alcohol brands\u2019) and in our 2021 post, we looked at how alcohol brands were adapting post-lockdown. &nbsp; Over the last few years, many of us have become more&hellip;<\/p>\n","protected":false},"author":3,"featured_media":23209,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[297,1494],"tags":[296,71,90,1343],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2023\/09\/Alcohol-brands-scaled.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"2BrGBtFdM9\"><a href=\"https:\/\/thesocialelement.agency\/how-alcohol-brands-are-using-social-media-to-reach-consumers\">Alcohol Marketing Strategies on Social Media<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/thesocialelement.agency\/how-alcohol-brands-are-using-social-media-to-reach-consumers\/embed#?secret=2BrGBtFdM9\" width=\"500\" height=\"350\" title=\"&#8220;Alcohol Marketing Strategies on Social Media&#8221; &#8212; The Social Element\" data-secret=\"2BrGBtFdM9\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/*! 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