Absolut, Bacardi, and Jim Beam Top 2013 L2 Digital IQ Index®: Spirits

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L2 Index Measures Digital Aptitude of 69 Spirits Brands

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Absolut, Bacardi, and Jim Beam tied for the top spot in L2’s first-annual Digital IQ Index®: Spirits study. The only brands to achieve Genius status in the Index, Absolut, Bacardi, and Jim Beam set the standard in an industry where 80 percent of brands register Average-or-below digital competence. This inaugural study, authored by Scott Galloway, NYU Stern Clinical Professor of Marketing, and a team of researchers at L2 Think Tank, benchmarks the digital competence of 69 Spirits brands.

Download the full rankings and key highlights from the report:

Watch the video highlighting key findings:

Top 20 Digital IQ Ranking:
1. Absolut    
1. Bacardi
1. Jim Beam    
4. Johnnie Walker    
5. Smirnoff    
6. Hennessy    
7. Maker’s Mark    
7. Sailor Jerry    
9. Jack Daniel’s     
10. Grey Goose    
11. Jägermeister
12. Captain Morgan
13. Belvedere Vodka
14. Cîroc
15. Jameson
16. Baileys Irish Creme
16. Stolichnaya
18. Chivas Regal
19. Crown Royal
20. Southern Comfort

“The Spirits industry is on the verge of an explosion of digital innovation. The growth engine for the Spirits industry are Millennials, who treat mobile devices as appendages and are 50 percent more likely to seek user reviews when making a purchase. Over the next few years, savvy digital programming will crown new icons at the expense of other brands that continue to sit on their hands, hoping the Internet will go away.”
-Scott Galloway, Clinical Professor of Marketing, NYU Stern, and Founder, L2 Think Tank

Index Highlights:
Size matters: The three-way tie for first place highlights the dominance of high-volume brands in the first Digital IQ Index: Spirits ranking. Overall, more than one-third of the 69 brands in the study fell in the Challenged category, highlighting the nascent state of digital programming in the industry.

Regulations: Regulatory constraints prevent Spirits brands from selling online, but some are utilizing their sites to drive purchases on- and offline. Thirty-six percent of brands utilize an online retail locator and 16 percent of brands link to third party e-commerce.

Lack of Email: Despite being the most reliable channel for reaching customers, only 59 percent of brands offer email signup and only of those send a welcome email.
Social Potential: Small community sizes reflect the challenge of age-gating and underinvestment in both traditional and emerging social media platforms. Some brands, however, are inspiring fans and followers to market for them, including the organic adoption of the #jager and #smirnoff hashtags.

Flashes of Genius:
o Laphroaig's "Friends of Laphroaig" loyalty program stands out among competitor programs for superior user-generated content, rich media, and bottle ID purchase tracking.
o "Captain's Conquest," Captain Morgan's foray into mobile apps, provides users with a location-based multiplayer pirate ship battle game that boasts more than 100,000 downloads on the Android platform.
o Cîroc and Malibu utilize celebrity creative directors Diddy and Ne-Yo, respectively, to promote their brands via prolific tweeting and music videos.
o Sauza's "Make It With a Fireman" multiplatform campaign featured a video that garnered 5.4 million views, and a dedicated section of the site for drink recipes, animated GIFs, and videos.

Digital IQ Index® Methodology
L2 evaluated 69 Spirits brands on more than 675 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile.

About L2
L2 is a think tank for digital innovation. Founded by NYU Stern Clinical Professor of Marketing Scott Galloway, L2 helps prestige brands navigate the digital marketing landscape through events, research, and advisory services. The L2 Digital IQ Index® is the global, seminal benchmark for digital performance of brands and the largest and most robust study of its kind. Rankings are published annually across industries including Fashion, Specialty Retail, Sportswear, Watches & Jewelry, Beauty, Travel, and Fragrance. For more information, visit: http://www.l2thinktank.com

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