Beverage Alcohol and Digital Marketing

Today, beverage alcohol brands ( as well as other major advertisers ) promote their products on a variety of new platforms – from social networking campaigns to mobile phones, through engaging, virtual communitiesDigital marketers can take advantage of an arsenal of powerful and sometimes automated tools designed to deepen social relationships and encourage consumers to actively promote products and even contribute to user-generated content.

Major advertisers have created the term “high – resolution media and marketing ecosystem” to describe a new media landscape in which consumers are constantly targeting and engaging online and in the “real” world.  Digital marketing is becoming a key source of funding for the online industry – spending over 34 billion dollars in 2018 for the united states overtaking TV spending.

Various social networking sites have become increasingly popular over time, and new ones are constantly being launched to meet specific niches and requirements in the marketplace, creating a constantly changing landscape of mobile websites and applications.  Various features of social networking sites may affect such risks of exposure to alcohol content, including post formats for users, as well as anonymity and privacy options and culture.

Age Restriction Concerns
In addition to the content generated by users, there is a growing concern about the extent to which teenagers and young adults are exposed to alcohol marketing on social networking sites.  On Facebook, alcohol companies ask users to “like” their brands and publish photos of themselves drinking a particular alcoholic beverage or participating in corporate-sponsored events.  Promotion of branded alcohol in digital media is linked to increased alcohol consumption, but that’s not necessarily a good thing as brands have had a very hard time differentiating their legal drinking age consumers and everyone else.

Twenty – two studies, published in 26 articles, revealed the nature and methods of digital media advertising, which indicates the wide range of approaches that digital media users can use to attract and engage, both through commercial and social media.9
Finally, 12 studies, as reported in 16 documents, provided evidence of a clear violation of digital media marketing codes, which showed in principle under – access to digital media advertising and marketing messages, as well as in retail deliveries through promotions on the website.9
Since January 24, 2003, TTB will be responsible for all research on the production, wholesale and importation of Alcohol and Tobacco, the regulation of alcoholic beverages and Tobacco and Special company Taxes ( SOT ) and the collection of Alcohol, Tobacco, Firearms and Ammunition Excise duties.20
In recent years, third – party companies have developed creative solutions to provide consumers with the online shopping experience they want, navigating the legal complexities of selling alcohol.20
As long as retailers do not get a clear exit from the states regarding the direct shipment of alcohol to consumers, as is the case with wine, a grey area within the laws will continue to exist and online alcohol sales will continue to decline.20
With the support of the industry in recognition and implementation of this conclusion, bringing alcohol to a level playing field with wine should serve the benefit of most consumers, bringing us a step closer to the ideal buying experience of bourbon.20
Your business may have been slow to embrace digital marketing through social media because of the threat of violating the rules by targeting younger customers.25

In addition, there are greater limitations to any direct interaction with a user : The entire value of social media is in its potential for two – way conversations, and age – specific users have to confirm their age before they can receive direct communications from a brand that produces alcohol.25

The sophisticated, age – based approach now allows for significant marketing efforts, and brands such as Patron and Pernod Richard have increased the digital marketing budget by double – digit percentages since 2014.25 Benson is the leading wine and alcohol marketing agency in the United States, with a growing presence in France.23

Customers benefit from multifunctional accounting teams, which include brand, PR, digital advertising and advocacy marketing specialists.23
Schlendorf worked in the education department to develop training materials that will help sales and buyers to better understand and sell a wide range of brands.23
Ben joined the agency in 2013, bringing a wealth of pr and marketing expertise from his work with clients in the hospitality and restaurant industry.23
Ben’s expertise has been expanded to include social media marketing and digital campaigns.23
Over the decades, scientific research has shown that health agencies and universities have shown a correlation between alcohol advertising and alcohol consumption, particularly among young people who do not drink alcohol.11
According to the College’s Alcohol Study ( CAS ) in 2001, the continuous promotion of Alcohol and advertising, including a reduction in prices for certain types of Alcohol on campus schools, has increased the percentage of Alcohol consumption by university campuses.11
There are concerns about irresponsible advertising practices or “pushing the envelope” with the composition of the public, which can lead to permanent legislation governing the advertising of alcohol.11
Camy is concerned about allowing citizens under 21 years of age to visit websites sponsored by alcohol companies.19
Netbase is an award – winning social media analytics platform used by global companies to manage brands, build businesses and connect with consumers every second.19

About author

WHAT I DO: I help bars, craft spirits brands, hotels, and event managers to glorify their brands by providing high-end cocktail expertise, hospitality consulting, and winning operations management. Working in the space where craft meets commerce, I can put together creative, develop go-to-market strategies, promote your brand to bartenders, develop trade advocacy initiatives, and put together back end financials. I develop concept designs, effective marketing platforms, and turnaround strategies. HOW I DO IT: I am a craft cocktail personality and event planner with 10 years of experience bartending, training bartenders, writing menus, setting up cost-effective operations, communicating brand messages to trade, and leading the bartending community. WHO I WORK WITH: • Craft Spirit Marketing Directors and Brand Owners seeking fresh go-to-market strategies • Hospitality Executives and Owners for bars, restaurants, and hotels • Marketing and PR Agencies for Events and Targeted Marketing • Struggling bars seeking a turnaround specialist MY FAVORITE CALL: “Hi Jason, I’ve got this amazing spirit. I want bartenders to know what it is and how to use it.” WHY IT WORKS: I am uniquely positioned in the industry because of my work experience, industry connections, and leadership. I’ve got my ear to the ground, and as a nano-agency, I’m an agile specialist with expertise that bigger, more conservative agencies can’t match. WHY I’M DIFFERENT: As a bartender by trade, I’m a skilled organizer with great communication skills and attention to detail. I build delicious drinks, strong teams, and successful events and businesses. I can produce high-end cocktails en masse at a festival, make them for a photo shoot, train your staff to make them, or convert your struggling bar into a winning concept with a killer story and world-class drinks.
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