Top 10 spirits brands on social mediaBy Annie Hayes
A key driver behind the marketing strategies of brands both fledgling and established, social media is no longer just a choice addition; it’s an absolute necessity in building brand loyalty.
In a digital world of Twitter tastings, Facebook fan groups, and clickable Instagram hashtags, there are endless possibilities for interaction – and therefore promotion – and brands serious about reaching new consumers, engaging their target audience and cementing their spirits’ stature would be foolish to avoid it.
To determine our 10 Social Media Heroes, our team evaluated brands’ status on the three largest social media platforms – Twitter, Facebook and Instagram – scoring each on their overall presence, engagement, creativity, and consistency. Each was assessed on the number of likes, shares, comments, retweets and favourites; frequency and creativity of posts; and consistency across both channels and any regional accounts.
This year’s Social Media Hero is Jägermeister, which championed social media activity on multiple regional accounts – particularly Twitter – by posting engaging, frequent, relevant content, and employing aspirational images and videos.
Some of the lower-scoring brands struggled to achieve high marks for content, with scattered feeds reading more like advertising billboards as opposed to interactive, consumer-focused platforms.
Others neglected to take a consistent global approach and were stronger in some markets than others; or left dormant regional timelines lolling in cyberspace in favour of more fruitful international accounts.
Whether they’re rocking social media or still have a way to go, by making products digitally relatable brands will continue to break down the monolith illusion and further inspire ever-precious brand loyalty.
Click through the following pages to view our selection of the top 10 spirits brands on social media.
These figures are based on research conducted by The Spirits Business in May 2016, and so the majority of brands included have most likely grown their followers and fans since.
10. Rémy Martin
Facebook fans: 1.5m; Twitter followers: 12.1k; Instagram followers: 18k
Overall score: 23
Not only did the brand secure the accolade of Supreme Brand Champion 2016, Rémy Martin also secured a top spot in the social media leader board too. Its compelling marketing campaign ‘One Life/Live Them’ is a strong theme across all three social media channels, and the message is backed by creative, lifestyle-led content.
Facebook fans: 0.2m; Twitter followers: 23.5k; Instagram followers: 20.8k
Overall score: 24
Despite having the lowest number of Facebook fans on the entire list, Stolichnaya is undoubtably one of the world’s most social media-savvy brands. The brand regularly interacts with Facebook commenters to reinforce its message, and has an engaging, varied feed full of images, gifs and videos that span cocktail recipes to current events. The brand recently kicked off an “Extreme Cocktailling” video series, part of its #DrinkWhatYouWant campaign, aimed at countering “beer pressure” among men.
8. Grey Goose
Facebook fans: 1.8m; Twitter followers: 84.1k; Instagram followers: 137k
Overall score: 25
Despite losing points on engagement – the brand seems to very rarely interact with followers and fans – Grey Goose impressed with its professional, aspirational event-led content and celeb-studded timelines. The brand also scored highly for posting different content across its channels in a way that is relevant for that particular demographic – and as the Twitter feed attests, the team certainly know their way around a hashtag. Grey Goose recently unveiled a series of “extraordinary experiences” for summer 2016, so there is more of the same to come.
7. Jose Cuervo
Facebook fans: 2.7m; Twitter followers: 58.9k; Instagram followers: 15.7k
Overall score: 26
Cuervo certainly recognises its millennial target market, as reflected with bold #CuervoTips statements – ‘Beauty Is In The Eye Of The Tequila Holder – along with witty trend-led picture captions and a friendly, familiar and engaging tone. The brand stays true to its Mexican roots, and makes its heritage accessible to its target market through carefully-thought out content. Regular posting across all channels ensures healthy interaction with its fan base.
6. Aperol Spritz
Facebook fans: 0.9m; Twitter followers: 7.8k; Instagram followers: 6.5k
Overall score: 27
Aperol has certainly capitalised on its recent Spirtz serve resurgence, despite recording the lowest followers and fans on average throughout the leader board. Boasting a connected multi-channel, multi-market brand message centred around ‘post-work’ drinking and ‘aperitivo hour’ using #ItStartsNow – with fuzzy lifestyle images of its rooftop ‘Terraza’ events to boot – the brand has shown it is adept at tapping into its target audience.
5. Jim Beam
Facebook fans: 2.9m; Twitter followers: 140k; Instagram followers: 50.3k
Overall score: 31
Jim Beam secures 5th place on the Social Media Heroes list, scoring highly across the board. The brand is dedicated to regularly interacting with consumers on both Twitter and Facebook, and its Instagram feed offers an eclectic mix of videos and branded pictures that certainly make an impact. Additionally, in September last year, Jim Beam became the first whiskey brand to partner with social media app Snapchat in an effort to promote its Apple variant.
Facebook fans: 4.1m; Twitter followers: 237k; Instagram followers: 96.8k
Overall score: 31
Tequila brand champion Patrón Spirits takes as proactive an approach to social media as it does agave processing. Its 237,000 Twitter followers are treated to regular competitions, most recently the #SimplyPerfect contest, where fans were challenged to transform a Patrón bottle into a piece of art for the chance to win US$10,000. Over on Instagram, it’s an aspirational aesthetic and inspiring cocktail shots which keep up the engagement, with individual photos and videos each attracting thousands of likes. What’s the secret? Its elegant positioning clearly helps, but it’s by making that opulence accessible through social media that Patrón attracts and maintains its social fan base.
Facebook fans: 8.2m; Twitter followers: 96.9k; Instagram followers: 48.2k
Overall score: 32
A masterclass in tailoring digital media to social channel, Bacardi’s presence spans creative cool and educative entertainment. Its video-heavy Facebook page spans flairing, cocktail tutorials and arty gif-type segments, while its Twitter feed features more party scenes, offering an inclusive, join-the-club feel. Instagram becomes a tailored tool for the brand, with local markets receiving their own dose of beautiful imbibers and artful cocktail shots. Timely content is key here: on Twitter, the brand references current events and engages with users beyond the core brand.
2. Jack Daniel’s
Facebook fans: 5.5m; Twitter followers: 166k; Instagram followers: 151k
Overall score: 33
Scoring a close second, Jack Daniel’s thoroughly impressed the team, scoring highly for its unequaled interaction through Facebook comments, eye-catching interactive posts and compelling competitions. In touch with its millennial audience, the brand maintains its standing as an aspirational brand with approachable content and regular references to the historical ‘Mr Jack’. Jack Daniel’s celebrates its 150th birthday this year, so we’re expecting even more interaction. Could it snatch the top spot next time?
Facebook fans: 4.3m; Twitter followers: 73.1k; Instagram followers: 147k
Overall score: 35
Jägermeister excelled at connecting with its millennial target audience by regularly using trending hashtags, popular internet memes, and hosting competitions to tie in with its impressive and varied global live music support schedule. The brand actively encourages interaction through #JagerSummer on Twitter, and regularly responds to mentions and comments from its fan base. Jägermeister scored 10/10 for consistency, posting engaging content which differed in every channel and targeted each market individually.