Tipsy social data is big today. And when we say big, it means the same as it does for every other business that makes use of social media listening to ramp up their sales figures.
For marketing enthusiasts today, social media is a platform which never fails to disappoint. Whisky distillers and distributers are making use of it to gather data on whisky drinkers and come up with actionable sales enablement insights. Here, we take a look at a social media study conducted by Brandwatch on tipple enthusiasts across Britain.
Whisky has gone mass-market and very much like any other product in the CPG industry, it is the customer who reigns supreme. Currently, it is extremely important that distillers and distributers take note of the needs and preferences of consumers above everything else. Social media is crucial in gaining access to information regarding what type of whisky is popular, knowing when people like drinking it, and trying to differentiate between enthusiasts and standard drinkers.
Whisky related conversations on social media are usually at its peak during Christmas and Burns Night. While this may be fairly predictable, what’s surprising is there was a lot of whisky buzz during the European Union referendum. This can be credited to the consumption of whisky for those who found the referendum results favourable. Another cause would be theconversation regarding the effects of Brexit on the whisky industry.
Apart from occasions, tipple time insights are what marketers look out for. Promotional content goes down best late into the evening. It is around 10PM that people tend to talk most about whisky, in all probability while they are at it with a dram in hand. While weekdays are fine for regular publications, sponsored ads on social media are a great idea on Fridays and Saturdays, when whisky drinking conversation remains at a persistent peak throughout the year.
Social media listening allows marketers to distinguish between enthusiasts and general whisky drinkers. A look at how often they engage in whisky-related conversations is central in this regard. Categorizing posts on the basis of gender helps. A majority of people who indulge in whisky happen to be male. Access to such data and effective use of it can make way for successful targeted marketing.
Evidently, there’s more to the conversation around whisky than the mere sales spikes on surface-level mentions. If whisky distillers and distributers tap this data, capture sales enablement insights, and leverage them to their advantage, the coming years are going to be definitely bullish. Smart marketers are already capitalizing on tipsy social data, while coming of age ones won’t be left behind in this aspect. They’ll soon be joining their older and far more seasoned counterparts to polish their marketing game.
The whisky blenders of yore might not have known what a tweet is, but they’d probably be pleased to know that a bottle of 100 Pipers, Aberlour, Glenlivet, and Chivas Regalare popular social media terms. They’d also be ecstatic to know what customer satisfaction or a casual customer mention of their product entails in this day and age.
While whisky has the potential to bring family and friends together, so does social media. Pernod and Ricard would be mighty pleased to know how combinations of them have come to create a situation that’s nothing short of a match made in heaven!