Health care

How Can a New Alcoholic Beverage Brand Tap Into The Most Relevant Digital Channels for Gen Z?

How can consumers understand the impact of mobile on the beverage industry at a time when they are turning to new ways to learn about beverages, get advice, and make purchasing decisions?

In the United States, 42 percent of the youngest and 46 percent of the oldest members of Generation Z said they decide to try a drink after seeing photographs and videos on Facebook.

«When we celebrate major milestones in our lives, drinks are a must-have; they leave a lasting impression and help us tell stories. In terms of mobile devices, they enable us to keep track of daily experiences that matter to us, whether they are small or large, eloquent or frivolous, and to share and discuss them.

Facebook IQ commissioned Ipsos MORI to conduct a survey of 3 121 people in the United Kingdom, France, Germany, Italy, Spain, and the United Arab Emirates to better understand the impact of mobile and social media on conversations.

70 out of 100 adults have discovered a new drink on social media. 

This research allowed researchers to determine how various beverages are linked to specific events, as well as when and how people think of beverages, as well as identify emerging trends. Discoveries that may assist beverage marketers in determining how to target the right people at the right time and how to communicate with them. As a result, there are two keys aspects to note:

Drinks and mobile walk together nowadays. 

Almost half of those polled said they use their phone in a restaurant, and around half say they use it in a bar. As a result, we know that mobile is a crucial component in the beverage industry.

The influence of social media on beverage choices Every month, two billion people around the world log on to Facebook, while more than 800 millions of people use Instagram. On our platforms, we generate billions of social interactions and purchase decisions. Sixty-five percent of the adults polled had discovered a new beverage on social media and intended to purchase it, with more than half doing so. Taking use of this demographic provides new opportunities for beverage companies to expand their market. 

Nonstop strategy, personalization 

Drinks being an integral part of our daily lives, Facebook advises us to develop a nonstop strategy that allows your brand to be present during the purchase decision, which is increasingly closer to the act of  purchase .  Furthermore, mobile devices are very personal, just like the drinks we buy.  Today, everyone expects not only drinks to suit their tastes, but also marketing campaigns to be personalized.