With Better Targeting, Alcohol Brands Bet Big on Digital
Until recently, alcohol brands have steered clear of digital marketing and social media to ensure they do not break strict regulations by pitching to underage consumers. However, sophisticated age targeting, by sites such as Facebook and Twitter, allows brands to target only certain consumers, resulting in brands like Patr&oacute;n and Pernod Ricard increasing their budgets by double-digit percentages this year. Brands are using viral videos to boost sales, and have noted success with &nbsp;virtual reality and livestreaming platforms like Meerkat and Periscope, in addition to using location targeting too.
For years, beer and spirits brands steered clear of digital marketing and social media because of challenges in making sure posts do not break strict regulations by pitching underage consumers. But with Facebook and Twitter offering more sophisticated age targeting, brands can now, more or less, rest assured they are hitting the 21-and-over set.