Demand for high-quality whisky has never been higher. Whether it is the amazing taste of aged whisky, the prestige of the product, or the historical significance of the major brands, the market has grown beyond the old target market of connoisseurs and has become something very much more mainstream.
Indeed, the whisky market is forecast to continue growing for many years to come. And you might assume that this fact has made life very easy for whisky brands. After all, if demand for your product has never been higher, surely the task of marketing is made significantly easier?
Well, in a way that is true, but let’s not forget that there has been a huge influx of whisky producers in recent years, not to mention a huge push in the budgets of the major companies. The traditional manufacturers now face competition not only from startups in Scotland but also from mothballed distilleries re-opening and whisky companies around the world now producing fantastic products.
This means that whisky brands must consider all of their marketing assets and use them to the fullest effect. And this is completely true when it comes to social media. Sometimes underappreciated by whisky businesses, social media plays a crucial role not only in direct marketing but also in supporting your other efforts.
In this article, we’ll take a look at how whisky brands should be using social media and how it can help them succeed.
Social media has become an essential tool for brand building and reputation management. Whisky brands can leverage social media platforms to create a strong online presence, increase brand awareness, and connect with their target audience.
A great way to build your reputation is by creating a strong brand identity. By using consistent branding across all social media channels, companies can establish themselves as a recognisable and trustworthy brand. This includes using consistent logos, colours, and messaging, which can help customers easily identify and remember the brand.
Another way social media can help whisky brands manage their reputation is by sharing customer testimonials. When customers share positive experiences with a brand on social media, it can help build trust and credibility with potential customers. This can also showcase positive reviews and ratings on social media platforms, which can help to attract new customers.
Social media platforms have transformed the way whiskey brands interact with their customers. In the past, customer engagement typically involved traditional marketing methods such as print ads, product placements, and events. Today, social media has opened up new channels for brands to interact with customers and develop stronger relationships with them.
One of the primary benefits of social media for whiskey brands is the ability to engage with customers directly. Social media platforms like Twitter, Facebook, and Instagram allow brands to communicate with their customers in real-time and respond to feedback, questions, and concerns. By monitoring social media conversations and responding quickly, brands can build trust and loyalty with their customers.
Search engine optimisation (SEO) is another vital form of digital marketing that all whisky brands need to invest in. Essentially, SEO is the work that your business does to help you rank higher on search engines like Google. It is a complex and long-winded process, but getting it right can help your brand punch above its weight and draw in extra customers.
Social media actually plays an important role in your SEO, as search engines are now smart enough to interpret signals from social media sites and understand the popularity of your brand. If your brand gets a lot of engagement via social media.
“Social media is not a direct ranking factor,” says Justin Aldridge, Technical Director at SEO specialists Artemis Marketing “but it does have other significant advantages for SEO. They provide new and interesting opportunities for backlinks, and also provide you with a space to share your content in order to boost its performance”.
Influencer marketing has become an increasingly popular way for whiskey brands and whisky review sites to reach new audiences on social media. By partnering with social media influencers who have a large following and a relevant niche, brands can build credibility and gain exposure to new potential customers. Influencers can create sponsored posts that showcase the brand’s products in a creative and engaging way, which can help increase brand awareness and drive sales.
When choosing influencers to partner with, it’s important for whiskey brands to carefully consider their target audience and the influencer’s following. It’s not enough to simply choose an influencer with a large following; the audience needs to be the right fit for the brand.
For example, a whiskey brand that is targeting younger consumers may want to partner with influencers who have a strong presence on platforms like Instagram and TikTok, while a brand targeting more mature consumers may want to focus on influencers with a presence on Twitter or Facebook.
Competition, promotions and calendar events
Social media offers a powerful platform for whisky brands to run competitions and promotions that can engage customers and drive brand awareness. By tapping into social media’s broad reach and highly engaged audiences, whiskey brands can attract new followers and customers, while rewarding and retaining their existing fan base.
One popular type of promotion to run on social media is a photo contest, where customers are encouraged to share photos of themselves enjoying the brand’s products. This can be a fun and interactive way to encourage customers to engage with the brand and share their experiences with others. Additionally, whiskey brands can use social media to promote special offers, such as discounts or limited-time products, as well as to announce new product launches or highlight relevant whisky celebrations in the calendar or significant events worth promoting for your benefit.
Another effective way to use social media for promotions is to run giveaways, such as offering a prize to customers who share a post or tag a friend. This can help to build buzz and excitement around the brand, while also encouraging customers to share the brand’s content with their own social networks.