Beer Brands 'Pouring' into Social Media

According to Adweek.com alcohol advertisements have increased by more than 400% over the last 40 years. Undoubtedly, social media has had a massive effect on the industry, as brands redefine the meaning of ‘social drinking‘. It appears that alcohol brands are exploiting new media to essentially take the younger generation for a drink. For instance, I can’t recall witnessing a single email from a drinks company over the last 10 years. Yet, social media platforms – particularly Facebook and Instagram – appear littered with pint glasses and chalices. From the standard airport pint to pre-drinks Snapchat stories, it is clear that liquor brands have made the social media environment their own

In the simplest form, social platforms have become an online party, where each brand is contending to become the main supplier. Contrastingly, receiving a direct email from ‘Stella’ would likely draw the same response as being offered a can from a stranger on Sauchiehall Street. You just don’t take them up.

Alcohol consumption has become something of a personality statement like so many other purchases. This has led to the exodus of the idea that ‘older is naturally better’, which had somewhat defined the alcohol industry in the past. Instead, the younger generation have fuelled the rise of craft brewers and independent names. Consumers of this ‘insta-everything’ society now look for drinks which reflect their personality and aspirational self. Digital growth has clearly had a direct influence on brands, diminishing their “we’ve been here the longest” approach. It is now more apparent that media reflects this ‘instagramable’ ideology. As largely recognised, “If your bottle doesn’t look good on a Instagram news feed, it may never make it off the shelf”. Recent evidence supports the idea that beer brands are becoming increasingly conscious of their own social image, which is providing new ‘hopp’ortunities.

So, here’s a roundup of a few campaigns which have helped to reinvent the term ‘social drinker’. Please read responsibly.

#1 Guinness – Gods of Instagram

Guinness have been really emphasising their sponsorship ties within international rugby lately. This presumably to enhance the social image gained through the sponsorship of sporting entities, in addition to the shared demographics of rugby fans and Guinness’ target market. However, it is their sponsored social media ads which are really catching the eye.

Guinness have shaped their social media advertisements to integrate with their current partners, thus, fully exploiting the sponsorship opportunity. The association has been strongly supported by the use of the unique ‘brand art’ shown above and screened across their digital channels. This method known as ‘sponsorship activation‘ has been successfully used by brands such as 02 in the past, where marketing activity has been moulded around the foundation of a sponsorship deal.

I suppose it also helps the cause that Guinness is probably the most photogenic of drinks around, making it the perfect Instagram product. No wonder they insist you must be 18+ to view their media.

#2 Brewdog – Pint-size Brand, Colossal Attitude

Facebook – 300k likesTwitter – 126k followersInstagram – 230k followers

Brewdog have never been the most reluctant or cautious brands to say the least. Therefore, their latest ad campaign should come as little surprise. The famously contentious brand have launched an attack on the slogans of their competitors in their latest marketing stunt. The brand has incorporated data taken from RateBeer.com where they received a 97% approval rating from voters. Unsurprisingly, the brand did not need an ounce of ‘Dutch courage’ before plastering their responsive ads across the internet. The insults came in the form of reversing rival brand’s slogans to reflect their ‘Stella performance’ on the polls. For example, the campaign included the lines ‘Good call, Fosters?’ and ‘Wassup, bud?’. I’m sure even competitors allowed a ‘rye’ smile at some of these.

The comparative advertising campaign fittingly falls under the ‘Don’t believe the hype‘ tagline announced by the brand earlier in the year. Despite the campaign coming largely in poster format it has received a great reception across digital platforms due to Brewdog’s popularity with 18-24 year olds.

#3 Tennent’s Cult Following

For anyone that has followed Tennent’s over the years it will be common knowledge that the brand has become a social media catalyst. Embedded in the history of Scottish culture it is fair to say Scottish culture also runs through the veins of the company’s Wellpark Brewery. The blessing of selling a low involvement product like beer is that it allows the marketers a greater scope for creativity and intuition. Basically, if you’re looking to make a high involvement purchase e.g. mortgage, you’re hardly going to run to a company who spend their days having a laugh on Twitter. Sometimes the whole corporate image has its benefits. On the other hand, a humorous tone of voice can go a long way for those in the low involvement category e.g. Wendy’s. Therefore, selecting a personality which consumers relate to is an art which Tennent’s seem to have mastered.

The key to online success is unquestionably developing content which is relevant to your customers. Tennent’s have got their online approach down to a T, which has resulted in a large cult following online. From ‘T in the Park’ to their association with Scottish football, it is understandable why Tennent’s have a special place in the hearts of Scottish consumers, and not just their stomach’s.

The picture above illustrates the extent of Tennent’s’ cult following to a better degree than words ever could. The 10,000 member strong ‘Big Juicy Appreciation Society‘ proves my point that people just love to take pictures of their pints. This absolute gem of a Facebook group is an alcoholics nightmare with over 50 pint pictures posted daily, and that’s on a slow pouring day. Posters accompany their picture with the rating of several factors, commonly including: taste, carbonation, head, vessel and tide lines, amongst other confusing elements. Whatever your opinion towards the group there really is only 1 winner and that’s Tennent’s. Helpfully, getting your customers to do the advertising for you leaves a lot more time for Twitter.

#4 Bud Light – Barrel of Laughs

This next ad is brought to you by bud light… It appears that the much-loved American brewer are really making the most of the medieval theme. Perhaps a new take on the ‘older is better’ idea highlighted earlier but I’m really none the ‘weiser’ about the deep meaning behind this theme. I think by this point I’ve totally strayed from the social media essence of the blog, but I just really like the advert.

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So, to relate back, Bud have also been doing some great work which has attracted extensive online attention. Most recently Bud installed padlocked fridges across Cleveland, which were promised to be opened when American football team the Brown’s won an NFL match. The stunt went viral on Twitter with the padlocks undone early last month. However, as this ended the Browns’ 635-day winless run it might have been worth fans time to check the bottles use-by dates. It’s safe to assume there were a few Browns fans waking up in their own ‘pit of misery‘ the following day after breaking a winless streak like that.

#5 Heineken ‘Tap’ into New Markets

Heineken’s ‘Now you can‘ campaign is undoubtedly a brilliant way to introduce their latest alcohol free (or 0.0%) product. The brand has developed a series of commercials, where those consuming the product in an inappropriate environment can’t wait to point out the fact that it is of course alcohol free. After a series of disapproving looks the protagonist smugly points to the label on the bottle before it is revealed to the audience they are embarrassing themselves in a way unrelated to the drink. The ‘parking, presentation and locker room’ ads introduce the product in a way which the brand hopes will promote positive decision making around drinking. Whether it would encourage you to buy one for the drive home from the supermarket I’m not sure, but I suppose that’s not the point.

I must admit that when it comes to Heineken I find it impossible not to mention the attempted (and failed) association with James Bond. As part of hit film ‘Skyfall’s promotional campaigns Bond outrageously strays from his iconic “Martini, shaken not stirred” in preference for a Heineken, in the most cringey piece of product placement of all time. The reaction this provoked from viewers was likely damaging to both parties. Although, Heineken probably ended up worse off, with Bond’s sip of the beer rumoured to have cost them $45 million. For any non-drinkers, that’s nearly as expensive as a Peroni in Glasgow Airport.

#6 Corona Wave’s Goodbye to Plastic

Mexican beer brand Corona teamed up with eco-charity ‘Parley’ to raise awareness of ‘World Oceans Day’ on the 8th of June this year. Together the partnership resulted in the sculpting of the ‘wave of waste’ displayed in London. The installation was supported by the text “This wave of waste contains the average amount of marine plastic pollution found on every two miles of beach in the UK”. The PR attempt ultimately aims to bring change to the beverage industry, with key sustainability objectives to be met by 2020. Alternatively, the phrase ‘drink like a fish’ may distort a new meaning in the future. The campaign could not have been placed at a more opportune time with images of waste offshore of the Dominican Republic going viral across social media. Whilst Corona’s are great for ‘tanning’, beaches will not be in the future unless ocean plastic is tackled.

#7 Carlsberg A-‘head’ of the Game

Sticking with the trend of tackling plastic waste, Carlsberg have announced themselves as the first brewer to discard plastic ring holders in favour of recyclable glue. The company estimate that this will reduce their plastic waste output by up to 76%. The new snap-pack has been introduced as a result of increased awareness towards the effect of plastic waste on marine wildlife. Programmes such as ‘Blue Planet 2’ are being acknowledged as a main contributor to society change, due to the reaction they have provoked online recently. It is clear that social media is leading the waste reduction revolution, indirectly encouraging change within the alcohol industry. While many choose to have their liquor ‘on the rocks’, it is time to keep the plastic off them.

#8 Jack Daniels – Raising the ‘Bar’

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Slightly off topic as it’s strictly not beer but I thought I’d leave you with something a bit different from Jack Daniels. A liquid advent calendar containing 24 windows of JD whiskey. I’d suggest sticking to chocolate for those of you who are working throughout the festive period. Although, speaking from experience if you’re a retail worker you might want to pick up a couple of calendars to get you through the Christmas rush.