SAN FRANCISCO, March 14, 2019 /PRNewswire-PRWeb/ -- As U.S. alcohol consumption continues to decline, the alcohol industry is shifting their marketing strategies to reach a younger generation that prefers to sip on high quality instead of high quantity. As social media becomes one of the primary channels for reaching consumers, alcohol and spirits brands are eager to establish powerful, effective and compliant influencer programs that speak to target audiences, according to a new report released today by Traackr, the influencer relationship management platform.
The State of Influence: Spirits, Beer and Wine report provides insights into the online conversations around alcohol brands as told by more than 9,000 top food and beverage influencers. In this report, Traackr looked at some of the spirits trends in influencer content from January 1, 2018 to December 31, 2018 on Instagram, YouTube, Facebook, Twitter and additional social networks.
Looking solely at share of voice in the beer category, craft breweries like Russian River Brewing Company may have far fewer activated influencers than mass market beer brands like Michelob ULTRA and Guinness (112, 384 and 2,248 influencers, respectively), their influencer posts result in approximately double the overall engagement rate (1.84 percent engagement rate for Russian River, versus .93 percent and .65 percent for Michelob ULTRA and Guinness, respectively). Higher engagement rates typically signify that brands are collaborating with influencers whose content resonates well with their audiences.
"Across the board, mass market beer brands perform poorly among influencer generated content, signaling a trend we've seen across consumer segments - people will pay a premium to associate themselves with brands whose purpose transcends their product," said Pierre-Loic Assayag, CEO and co-founder of Traackr. "Alcoholic beverage brands that connect through authentic conversations from trusted sources will stay relevant and continue to grow in the current downturn, while others will be further commoditized and will struggle with sales and margins."
In addition to mass market beer, the report summarizes findings from the following alcohol categories: cocktail trends, gin/whiskey/vodka brands, hard cider brands, wine varietals and brands and more. Traackr analyzed the share of influence in activated influencers, mentions and engagements for each brand.
Additional key insights from segments in the report include:
- Cocktail trends - Classic drinks such as martinis and manhattans lead the cocktail conversations among influencers, but content about margaritas gets the most engagements. Gin and whiskey are the top types of spirits garnering mentions and engagements.
- Wine - Chardonnay is the leader in wine when it comes to influencer mentions, but Pinot Noir and Cabernet Sauvignon overtake it in engagement rate (2.24 percent and 2.05 percent, respectively). Chardonnay drops to fourth in engagement rate (1.92 percent). Barefoot Wine is the leader in brand mentions with 27 percent share of voice, but their influencer content shows low engagement rates (.74 percent), as Gallo only has 2 percent of brand mentions with an engagement rate of 2.73 percent.
- Beer - Guinness has the highest number of activated influencers across all categories, but only has the fourth highest engagement rate among mass market beer brands.
"We've observed customers like artisanal gin distillery Sipsmith overtake larger gin brands like Tanqueray, Seagram's and Beefeater in social share of voice and engagement by collaborating with influencers who love their products and have earned trust from their community," said Assayag.
To learn more about influencer marketing in spirits, beer and wine or to download the full report, visit http://www..traackr.com/state-of-influence/spirits-beer-wine/pr.
Methodology
The data in this report is based on the content produced by 9,050 top global food and beverage influencers identified using Traackr's influencer discovery and selection tool from January 1, 2018 through December 31, 2018. To qualify for inclusion, an influencer needed to produce content related to more than 100 keywords on beverages and have an audience interested in common beverage and foodie topics (cocktails, wine, beer, bars, mixology, restaurants, etc.). Further, influencers were required to have a minimum percentage of their audience located in key markets in North America and Europe. Brands were selected and then analyzed using Traackr's Analytics Influence Reporting tool. Data was pulled in January 2019.
About Traackr
Traackr is an influencer marketing platform for global influencer strategies, which enables influencer discovery, vetting, management and measurement influencer programs. The platform gives marketing teams the ability to make strategic influencer marketing decisions with unparalleled access to global data, market performance benchmarks and competitive insights. Traackr powers influencer marketing for beloved global brands, including L'Oreal, The Coca-Cola Company, Microsoft, Samsung, USAA, Merck, Roche and Capital One. Headquartered in San Francisco, Traackr has offices in New York, Boston, London and Paris.
SOURCE Traackr
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