Traackr analyzed how alcohol brands are engaging with the new trend. To drive consumers to the premium products, brands are utilizing social media promotion and influencer partnerships. Engaging by the numbers Traackr analyzed cocktail trends, gin, whiskey and vodka brands, mass-market beer, hard cider brands and wine varietal along with 9,000 social media influencers working in these categories with audiences in North America and Europe. According to Traackr, martinis and manhattans lead the cocktail conversations among influencers, but margaritas get the most engagements. Gin and whiskey are the top types of spirits garnering mentions and engagements.
Lightbulb Moment: It is more complicated than who has the loudest voice or best personality. It is about who has empathy and can form a meaningful, positive connection with consumers. No, not empathy for drinking, but for the celebrations, milestones, friendships, and memories that connect the consumer to the brand.