We are all in pursuit of finding the perfect drink to lift our spirits, quench our souls and ease the weight on our shoulders. On the other end Spirit Brands across the United States are looking for fun and exciting ways to connect with their consumers. In this Slideshare, we take a peak under the hood to see what’s powering the social media successes of these brands, who’s out socializing who and which brand comes out on top. We analyzed the social media performance across Facebook, Twitter and YouTube.

1. June 2013

2. THE
SOCIAL MEDIA
BENCHMARKING
COMPANY
FOR BRANDS
We monitor and analyze the daily activity on the social media
outposts of over 10,000 brands in 33 sectors across
Facebook, Twitter, YouTube and Pinterest.
Our clients use Unmetric to analyze competitors, benchmark
their performance, and compete intelligently

3. FACEBOOK
ANALYSIS

4. 57
51
44
38 37 37
35
33 33
31
0
10
20
30
40
50
60
Bacardi Jack
Daniel's
Tennessee
Whiskey
Patron
Tequila
Martini Finlandia
Vodka
Smirnoff
(United
States)
Ciroc Grey Goose
Vodka
Hennessy Crown
Royal
Unmetric Score
The Unmetric Score is the first ever sector aware social media benchmark score that
blends various qualitative and quantitative metrics to rank your brand against your competitors.
Bacardi has the highest Unmetric score
followed by Jack Daniel’s and Patron
Tequila.

5. 6,721,909
4,062,432
2,241,067 2,201,170
1,814,360 1,769,603
1,545,848 1,442,566 1,421,160 1,412,034
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Bacardi Jack
Daniel's
Tennessee
Whiskey
Smirnoff
(United
States)
Martini Ciroc Patron
Tequila
Baileys Captain
Morgan
USA
Hennessy Grey
Goose
Vodka
Facebook Fans
Bacardi Rum is the most awarded rum in the world; they are
also known for various promotional events and co-sponsoring
events, which is why the brand could be the most popular on
Facebook.

6. Fan Growth Rate
487.72%
45.74%
21.71% 17.64% 16.04% 7.55% 5.71% 4.37% 4.37% 3.69%
0.00
100.00
200.00
300.00
400.00
500.00
600.00 Finlandia Vodka blows the roof with a growth rate of
487.72%. Such drastic growth rates could be due to
merging of global pages.

7. Number of Posts
93
58
53
50 49
42 41 41
37 36
0
10
20
30
40
50
60
70
80
90
100
Chivas
USA
The
Glenlivet
Ciroc Grey
Goose
Vodka
The
Macallan
Svedka
Vodka
UV Vodka Crown
Royal
Bombay
Sapphire
Gin
Jameson
Irish
Whiskey
Chivas USA averages around 3
posts a day and post more
frequently during the weekend.

8. 526
158
143
126 118 111 102 97 94 93 81
0
100
200
300
400
500
600
0
10
20
30
40
50
60
70
No. of ADMIN POSTS ENGAGEMENT
Posts Vs Engagement
Patron Tequila received the highest
engagement with only 2 posts.
The Engagement Score is calculated based on the number of Likes, Comments, Shares and
estimated impressions each post gets.

9. Content Strategy
408
536
60
131
222
193 181
0
100
200
300
400
500
600
0
5
10
15
20
25
30
35
40
45
Questions To Fans Photos Contest brand Sponsored
Event
Festival/Greetings Engagement
oriented Posts
Brand News
Posts Engagements
The Content Strategy for the Top 10 spirit brands were tagged.
Photo posts generated the highest amount of
engagement, these are posts where the whole
reason for the post is a photo.

10. Most Engaging Posts
Engagement Score: 329
Engagement Score: 339
Engagement Score: 675
Engagement Score: 640
Patron Tequila has
some of the
highest engaging
posts out of all the
brands

11. TWITTER
ANALYSIS

12. Unmetric Score
51 51
48 48 47 47 47
43
35
33
0
10
20
30
40
50
60
@HennessyUS & @TitilsVodka are tied at the
top followed by @jimbeamofficial and
@DonjulioOficial.
The Unmetric Score is the first ever sector aware social media benchmark score that
blends various qualitative and quantitative metrics to rank your brand against your competitors.

13. 42,688 41,492 40,656
38,685
34,828 33,947
32,154
26,658
23,594
18,556
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Follower Base
@DonJulioOficial, the luxury tequila
brand, is on top of the table.

14. Follower Growth Rate
@DonJulioOficial stands tall with a
follower growth rate of 39.7%. They have
seen high growth rates since the
beginning of the year.
39.7%
7.94% 7.16% 6.27%
4.78% 4.78% 4.14% 3.79% 3.7% 3.52%
0
5
10
15
20
25
30
35
40
45

15. Proactive Tweets
574
153
114 109
85 83 79 76 69 69
0
100
200
300
400
500
600
700
@cdchivasusa tweets the most. They
average around 19 tweets a day and they
tweet most frequently between 3-6pm.

16. 21
44
44
44
86
96
111
181
201
208
228
0 50 100 150 200 250
@HennessyUS
@The_Glenlivet
@TitosVodka
@The_Glenlivet
@KetelOne
@JoseCuervoSA
@jimbeamofficial
@BeamGlobal
@southerncomfort
@Sauza
@Ciroc
Average Reply Time
@HennessyUS has the
shortest average
response time, but they
only replied to 2 tweets.
A reply is when a brand directly respond to a Twitter user. ART is the average time it takes
for a brand to respond.

17. YOUTUBE
ANALYSIS

18. 84
55
50
45 44 42
36 35
29 28
0
10
20
30
40
50
60
70
80
90
Unmetric Score
Jameson Irish Whiskey has the highest
Unmetric Score thanks to good
performance across a range of metrics.
The Unmetric Score is the first ever sector aware social media benchmark score that blends various qualitative and
quantitative metrics to rank your brand against your competitors.

19. 9,629,393
6,764,007
4,077,589
2,939,172 2,706,726
2,004,581 1,775,804 1,771,332
1,035,807 960,595
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Total Video Views
Jameson Irish Whiskey receives the most
number of views.

20. Views Growth Rate
Glenmorangie, Hennessy & Bombay Sapphire have very few video views
hence have high growth rates.
63.95% 62.21%
56.62% 54.71%
16.27% 15.22%
8.8% 8.06%
5.57% 5.51%
0
10
20
30
40
50
60
70

21. Subscriber Base
11,230
5,981
4,658
2,543 2,454 2,269 2,104 1,814 1,787 1,493
-
2,000
4,000
6,000
8,000
10,000
12,000
Jameson Irish Whiskey has the largest
subscriber base. Close to 63% of the
subscribers are new.

22. Top Videos
ABSOLUT GREYHOUND OFFICIAL Music
Video Views: 2,541,588
Captain Morgan Chapter One Perfect
Getaway Views: 897,131
The Smile Man starring Willem Dafoe
Views: 2,459,031
Tonight We Tanqueray
Views: 1,913,494

23. THANK YOU
Please contact us at
info@unmetric.com
for more information
About Unmetric :
‪Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the
globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social
media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and
driving down costs by creating more efficient social media teams.‪