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Alcohol’s social media connection

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CIOL Alcohol's social media connection

According to a recent study by Evolve Media and Havas Group to uncover the trends in spirits consumption, Millennials buy expensive alcohol brands to impress friends and share pictures of them drinking these "pricey" brands on social media.

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Elaborating on the study, Brian Fitzgerald, President, and Co-Founder of Evolve Media said, “Consumers are passionate about their spirits, knowledge of spirits is becoming social currency among millennials and they will order name brands to impress their peers. We also found that what brand someone decides to buy depends strongly on what they’re doing, who they’re with and where they’re drinking.”

CIOL Alcohols social media connection

The study titled, “Behind the Bottle: An Exploration of Trends in the Spirits Category,” found that 42 percent of adults aged 21-and-up say that digital media helps them “get ideas and recommendations of what spirits to buy.” Whereas, 24 percent still prefer TV, print publications and radio, as motivation for their alcohol purchases.

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“Word of Mouth,” with 59 percent stands to be the most common influencing factor.

28 percent of Millennials validated the report by stating, “I sometimes order a premium brand just to impress my peers,” compared to only 11 percent of old people. Isn't it very clear that Millennials are all about the social media?

In addition to posting on social media, the study also points that brand name and recommendation are more important when entertaining and gifting than when drinking alone.

Peter Sedlarcik, Executive Vice President, Business Insights and Intelligence, Havas Media said, “While brand preference and loyalty are strong, consumers – particularly millennials – indicate they like to experiment with new cocktails, so there's significant opportunity for marketers to smartly connect their brands with customers and prospects in these moments of receptivity.”

“A consumer-centric media strategy built on a solid foundation of digital channels and social platforms that allow brands to engage consumers, tell their brand story and ignite conversation is what success looks like,” he further added.