Keeping up with consumers: the challenges for the alcohol sector and social

20 July 2012

Seal PR and Marketing

The recently announced responsible marketing pact from the big alcohol
producers was a welcome initiative, however, research commissioned by
communications agency Seal shows that consumers and brand marketing teams
are way ahead of compliance.

Some 79% of respondents to the survey of 1,000 Facebook users said they
engage with alcohol brands across the social landscape. Although Facebook
dominates Twitter, Google + and Pinterest were also used by the sample to
engage with alcohol brands. The survey also showed:

• 90% of respondents access the internet daily from home
• 70% use mobile phones and social networks are part of daily life for this
audience
• 68% of Facebook users visit the site daily and 48% of Twitter users log in
daily.

Seal’s experience is that brands are entering into a number of social spaces
with the best intentions but a lack of detailed guidance is leading to
breaches of the relevant codes. Social media’s attraction to brands and it’s
perceived low cost of entry has driven much of the activity but the
potential risks need closer attention.

Age-gating of these channels, the simplest area of the code to comply with
is far more problematic. Only Facebook offers comprehensive age and other
filters to all brands. Yet gaining access to these controls on other
networks such as YouTube and Twitter can be far more problematic.

Overcoming these issues is a key focus of a round table debate with leading
brands and retailers to be held at Seal on Monday (23 July). Outcomes from
the day will seek to address how brands can be responsible and social whilst
complying with a strict interpretation for the regulatory codes.

Chair of the event, Gordon Johncox, sales and marketing director for Aston
Manor Brewery said: “This research shows that consumers love the social
space and increasingly want to engage with alcohol brands.

“It’s important that the industry fully digests the complexity of each of
the channels to ensure full compliance with the necessary codes. I welcome
the opportunity to discuss and share learnings from those working at the
coalface of social media marketing.

“This initiative from Seal will bring some much needed clarity to an area
that is more complex than many marketers appreciate.”

You can join in Monday’s debate via Twitter and post questions to the panel
using #bingingonsocial. It runs from 11.30am to 3pm.