News

"We have seen a 125% increase in people searching for cocktail recipes in the UK" - Pinterest

Most popular

Should Pernod dump wine, bunk up with Brown-Forman

What will be Ian Curle's Edrington legacy?

Why Brown-Forman will be one of spirits' winners

Interview, Pernod Ricard CEO Alex Ricard - Part I

MORE

Online pinboard Pinterest has reported a marked increase in the number of UK consumers searching for cocktail recipes, compared to last year. 

In an interview with just-drinks this week, UK & Ireland country manager Adele Cooper said that Pinterest has seen a "125% increase in people searching for cocktail recipes over the last year". Globally, the image-posting platform has seen a 215% uptick in saved cocktail recipes. 

"When people come to Pinterest," Cooper said, "they are at a point when they are interested in a product, service or category but they haven't decided who they are going to buy it from. It allows businesses to tap into that intent early on in the process."

Cooper said Diageo had recently used the Pinterest platform to promote the launch earlier this year of the Baileys Almande variant.

"The brand consistently works with Pinterest because we know that our consumers are looking to Pinterest for recipe inspiration and Baileys continually creates ... recipes," said Diageo's director for Baileys & liqueurs, Nicola Heckles. "Considering the rate at which consumers are engaged with Pinterest, it's also a great place to introduce new products. We have high brand awareness on the platform, which is another reason for introducing products on Pinterest."  

"When people come to Pinterest, they are at a point where they are interested in a product, service or category" - Interview, Pinterest UK & Ireland country manager Adele Cooper


Related Content

"When people come to Pinterest, they are at a point where they are interested in a product, service ...

This week in spirits & wine, featuring all things Scotch, a meeting with Pinterest and results from Laurent-Perrier

This week in spirits & wine, featuring all things Scotch, a meeting with Pinterest and results from ...

Why the time to educate consumers may finally have arrived - Consumer Trends

Why the time to educate consumers may finally have arrived - Consumer Trends...

Does the consumer really care about your cocktail competition? - Consumer Trends

Does the consumer really care about your cocktail competition? - Consumer Trends...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?