Heineken has been the latest alcohol brand to emphasize its commitment to social media, and as part of its ongoing initiative to double its digital marketing spend by 2020, the brand has declared Instagram a key platform.
The strong convergence between mobile and social makes Instagram an ideal candidate for a beer brand like Heineken to build its presence, particularly given the growth of Instagram Stories. GWI’s data shows that Heineken Drinkers aged 21-64 are 35% more likely than the average to be visiting Instagram each month (6 in 10 are), while we also see strong over-indexes among this group for following their favorite brands on social media (45% are), and for following brands they are thinking of buying something from (on 29%).
While traditional channels will certainly remain essential for beer brands, that GWI’s research now shows that the average online beer drinker is spending over 2 hours per day using social media and messaging apps highlights the importance of developing a strong marketing strategy for these platforms.
