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Remy Cointreau leads social media charge, but Diageo and Brown-Forman lag - analyst

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Remy Cointreau has been the most successful spirits company in converting its social media activity into sales, according to analysts at Societe Generale.

Social media is an important marketing tool for global drinks companies

Social media is an important marketing tool for global drinks companies

In its latest global spirits report, issued to clients this week, Soc Gen analysed 'likes' and 'follows' across 100 spirits brands since the start of 2016. The results were then compared to the respective brands' volumes growth. 

"We demonstrate a clear correlation between spirits volume sales and Facebook 'likes'," analysts said. "Based on this recent data, we suggest Remy Cointreau, Campari and Pernod Ricard should see their volumes grow the most." 

For every incremental Facebook 'like', volumes increase, on average, by 13 litres. However, the results showed there was no clear correlation between sales and Twitter follows. 

"When comparing the brands owned by the companies covered in this report, Remy Cointreau is the clear leader, aided by its exposure to Cognac," analysts said. Soc Gen cited Remy Cointreau's Remy Martin 1738 Cognac campaign in the US, which targeted younger, Millennial drinkers. The report suggests 87% of 18- to 29-year-old Americans with internet access are on Facebook. 

"Campari and Pernod Ricard hover in the middle, with Diageo and Brown-Forman at the bottom end. We would suggest that this result is indicative of each company's exposure to Millennials.

"Companies need to show their customers why their products are superior and tell the stories of quality, heritage and provenance – key themes that resonate with Millennials," the analysts said. 

In categories such as vodka, where consumers find it hard to tell products apart in blind tastings, "marketing can be even more important in driving sales".

Click here to access the just-drinks Management Briefing - The Millennial Consumer


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