New Foodable Labs Report: Beverage Social Media Index Report Q2 2015

Foodable WebTV Network

Foodable WebTV Network

Craft culture has taken the restaurant and bar industry by storm. With so many local contenders entering the market, it’s no longer enough to just have a good product. Branding and logos, digital and social marketing strategies, community involvement, collaborations and special releases, sustainable practices and high quality ingredients, and unique processes that yield top-notch flavors in its simplest form, are all components of modern-day success for spirit and craft beer brands. And Millennials, glued to their laptops and smartphones, are watching. 

In Foodable Labs newest report, Beverage Social Media Index Report Q2 2015, we unveil the front-running brands of spirits and craft beer using Q2 data from our sister company’s proprietary Restaurant Social Media Index (RSMI). The RSMI currently tracks 127M U.S. foodservice consumers and more than 188K industry terms across 17 social media platforms in more than 430K locations. 

Foodable WebTV Network

Foodable WebTV Network

Top Spirits/Champagne Brands on Social Media

Based on social consumer and operator sentiment and engagement

The Top 100 Spirit Brands connect with more than 22.4 million Millennials each month. Brand-to-consumer engagement on social has become difficult in a littered pool of brands, which makes this observation especially important.

5. Johnnie Walker | Sentiment-Engagement Score: 127.64

In partnership with Entourage, Johnnie Walker released a “Johnny for Johnnie” video series announcing Johnnie “Drama” Chase being the new face of Johnnie Walker, complete with his own limited release branded bottles. To add to the star power, the series also features Jimmy Kimmel. 

In the past, Johnnie Walker unleashed a video series called “House of Walker - Keep Walking” after its brand tagline (“keep walking”). The series revolved around “inspirational stories of personal progress, as told by featured guests at the House of Walker.” More recently on social, the brand has been campaigning against drunk driving with its #ImNOTdriving posts. Johnnie Walker has 1.4K subscribers on YouTube, 67.9 followers on Instagram, 23.8K Twitter followers, and 11 million fans on Facebook.

4. Tito’s Vodka | Sentiment-Engagement Score: 127.72

Head to Tito’s website, and you’ll see an embedded stream of their most recent tweets alongside large, can’t-miss social buttons, directly connecting you to their social platform pages. This Austin, TX, brand also has its own blog, called Stardust. Founded in 1991, Tito’s is the youngest brand on the list so far, and with heavy brand presence at music festivals like Lollapalooza, Country Thunder, and Pemberton Music Festival, it’s clear that Tito’s heavily appeals to a Millennial demographic. On the blog, you’ll find news & happenings, events, recipes, and bits of storytelling. Of the latter, Tito’s spotlights mixologists from all around the world and, after diving into their story, posts three of their go-to cocktail recipes. Tito’s blog is also a hub that gives nod to Tito’s “Meet the Maker” program, which “celebrates the American craft movement by highlighting the incredible artisans in this country and the beautiful things they are making.” Their most recent “Meet the Maker” is Sock Club, a sock company that Tito’s partnered up with to create a limited-edition design.

Tito’s has been posting videos to YouTube for a few years now, many in which Tito’s founder Tito Beveridge shows face. The YouTube page only has 152 subscribers, but it seems they are doing more short-form videos on Instagram, which has accumulated 2.7K followers. On Pinterest, Tito’s has 3.2K followers, and they have 49K fans on Facebook and 43.5K followers on Twitter.

In this report, aside from finding out who the Top 3 spirits brands are, you will also learn:

  • Millennial social media habits & behaviors in relation to craft spirits and beer
  • Overall Top 25 spirits brands on social media
  • Top 5 most consumed spirits brands
  • Top 50 craft brewers
  • & more!