The cocktail landscape has been permanently altered by Insta-mixologists and Influencers.
The implications of social media go far beyond creating visually impactful posts. Guests are no longer just paying customers, they’re a connected, influential community.
Guests are no longer just paying customers, they’re a connected, influential community.
Guests from every demographic can push cocktail creation, recipes and presentations in unexpected directions. They can also provide insight into the desires and expectations of consumers around the world if we watch what they like (literally) and therefore ask for at the bar.
This discrepancy between ad dollars and sales revenue has left many alcohol brands struggling to connect with and convert brand loyalists. When a consumer makes a decision from seeing a like-minded individual promote something, it does not always make the decision legitimate, but it can be more authentic and not just another campaign created from advertising dollars.
According to a new State of Influence beverage report (which provides insights into the online conversations for spirits, beer, and wine brands from more than 9,000 top food and beverage influencers), as social media becomes one of the primary channels for reaching consumers, brands are establishing powerful, effective, and compliant influencer programs.
Some drinkstagrammers, in fact, have switched over from creating cocktail recipes on the side to becoming full-time content creators for spirit brands.
The entire craft cocktail movement has been democratized. Anyone who has taken the equivalent of a Cocktail 101 class and knows how to take great photos can become an influencer.