Social spirits

Premium alcohol brands are increasingly using social media to connect with their existing brand fans and to reach a new audience. CRM campaigns and building advocacy communities have always been an important part of spirits brands’ marketing, but they are now moving into the less-controllable and more mainstream world of facebook, twitter and YouTube.

A couple of recent facebook examples are Belvedere’s ‘dream job’ campaign and Bombay Sapphire’s mosaic application (which creates a personalised mosaic out of your pictures). After 15 years of corporate websites that no-one outside the company ever visits (particularly as you have to fill in those annoying date of birth drop downs…), brands are finally beginning to ‘fish where the fish are’ and take their content to social sites, with already-established communities.

As long as the content is good, the opportunities are huge for spirit brands to engage more deeply and more widely with their consumers and to use them to spread the word.

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