The use of the social media is a must, it provides a very precise way to
target your specific audience. It is
probably the best way to connect with the largest number of people and get back
quick response as to how effective your posting was. I find it as a great encouragement to see
that rums have dominated this top ten group. 
The
Business
Spirits Team has evaluated brands’ presence, engagement, creativity and
consistency on what are considered to be the most integral online platforms in
2017: Twitter, Facebook and Instagram. Brands were individually assessed on
each platform, with a focus on global accounts rather than regional, where
possible, with a final score awarded. While
regulatory challenges will always exist, by maximizing online presence,
alcoholic drinks companies can best serve their customers, their brands and
perhaps most importantly, their profits.
Even though rum has four of the top ten, it does show that the group it
is reaching for the most part is interested in the productions
expressions. There were 4 runs, 2 gins, 1 scotch, 1 Cognac, and 1 apertif in the top ten spirits.
- 10. Malibu
- 8. Captain Morgan
- 5. Havana Club (Cuban)
- 1. Sailor Jerry
These are the rums that are targeting the
younger and less sophisticated palates, there are no premium spirits in the
list. I see this as an indication that
the media people don’t believe that the older and more sophisticated palates
don’t spend much time on social media. I
feel that this will change as more and more of us “old farts” use the social
media regularly.
