Social Soup conducted targeted category research across alcohol brands and advertising to understand how to cut through clutter and drive purchase with consumers. We spoke to 1,500 relevant audience in our community to reveal the do’s (and don’ts) when it comes to alcohol influencer marketing.

1. Welcome to
Understanding influence in alcohol marketing
August 2016

2. 22
Research background
Survey across 1,810
respondents who
regularly drink alcohol
NationalOver
August
2016

3. 3
1 in 2 respondents recall seeing alcohol
posts on social media
“Absolut had promoted the cute
new soft drink like bottle with floral
features and backdrop. I loved the
classy and sophisticated appeal.”
Emily, 27
91% saw on Facebook 47% on Instagram 9% on Snapchat
“A friend was having a Corona
with lime on his holiday. What I
love about it that it was where I
wanted to be and it looked
appetising.” Jamie, 42
“I was recently influenced by a post from a work colleague on FB about
99 Not Out Pale Ale. She was drinking at home and posted a very
tempting looking pic with the ale poured in to a beer mug. It looked
really refreshing and tempting so next time around when I was visiting
Uncle Murphy's I happened to notice the ale and picked it up. Wasn't I
pleasantly surprised!!” Sid, 37

4. 4
These posts were
mainly from brands,
family and friends
Brand posts include:
• those on brand Facebook pages
• through sponsored ads
• distributers e.g. Dan Murphy, Cellarmaster
etc.
Posts from these sources have effective cut-
through and recall
78
54
31
14
6
Brand
Family/friend
Someone I follow on social
media with a pretty high
following
Celebrity or very popular
person (think Kim Kardashian
or Taylor Swift)
Someone else
Who is the post from? (%)
“Who was the post(s) from?”
Base: All respondents: n=783
All figures %

5. 5
Top brand posts
recalled
“It was about Rekordelig Ciders
posted by the brand itself. It was
talking about their cinnamon
apple cider can be served warm in
winter. I was quite willing to try it
out at some point :D”
Xin, 35
“A new product by Bundaberg
Rum - Royal Liquor with a video
on using it in a different way rather
than as a drink. It was drizzled
over pancakes with caramel
bananas Yum!! ”
Emily, 34
Beer and cider brands are more
prominent

6. 6
Social media posts are
likely to drive action
82% have or will try the product after seeing
the post
“A friend shared some photos from an event
that she went to and she was able to meet
the assistant master distiller from America.
That was pretty lucky. And she heard all
these authentic stories about the alcohol
brand. I tried it because the ad of the brand
appealed to me. My friend has similar taste
to me so I knew I'd like that one.” Lesia, 25
34
33
15
13
3
2
I actually did try it!
Very likely
Quite likely
In the middle
Quite unlikely
Very unlikely
Likelihood to try product after seeing
post (%)
“
“How likely are you to try the alcohol product or brand after seeing
the post(s)?
Base: All respondents: n=783
All figures %

7. 7
What they want to see
in a social media post
Effective social media posts need to stand-
out: creative, clever, engaging, original,
funny, fun
Brands have permission to engage in this
space with only 6% wanting to see a post
that’s not from a brand
61
50
47
42
42
42
38
33
32
29
6
Creative
Clever
Engaging
Original
Funny
Fun
Posted by someone I trust
Helps me find out more info
about the product
Authentic
Great content
Doesn't come from the brand
What makes a good post? (%)
“What is it in alcohol posts that makes you want to try or buy it?”
Base: All respondents: n=1,810
All figures %

8. 8
1) People
remember
branded posts
2) These posts
drive action to
try and
purchase
3) To stand out
and cut through
the clutter,
brands’ posts
need to stand
out through its
quality content
What this means for brands
“5 Seeds had posted a
sponsored ad on
Instagram for their cider
which was kind of cool.
a funky photo and
caught my attention
because it was not
something usually on
my feed.” Dharmica, 30
“I seen was for Stoli
Vodka and it provided
a recipe for a cocktail
with grenadine. I
actually went and
bought that vodka
although I already
had another brand of
vodka already it
made me want to try
this one to be exact
to the recipe” Laura,
25
“What makes me try new
drinks after seeing a
post is stylised, inspiring
imagery. The amazing
food or flowers they
were pictured with. The
feeling the images
evoked ( I would feel that
relaxed glamorous fun
if I had that drink!) ”
Jenna, 27

9. 9
Facebook
• Competitions
• Giveaways
• Product updates e.g.
new flavours, drinks
etc.
 Funny videos
Instagram
• Competitions
• Behind the scenes,
brand story
• Short videos -
boomerang
 Beautiful images
that transport and
inspire
Snapchat
• Competitions
• Recipes and how-tos
• Behind the scenes,
sneak peek into
exclusive events
• Branded filter
How people want brands to engage

10. Thank you.
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