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« THE 10 MOST SHARED BOOZE VIDEOS OF 2013 | Main | AUSTRALIAN BREWING - A HOPUMENTARY »
Tuesday
Jun112013

THE 10 MOST SHARED BOOZE VIDEOS OF 2013

You know that brewers spend squillions on ads around the world and that they dominate sporting events, cultural events and every television show after the kids have gone to bed.

Hundreds of beer ads are made every year around the world, but new media research company Unruly has released a staggering white paper which shows that 97 percent of all sharing from the world's alcohol marketing in the first quarter of 2013 came from just four ads.

Three of them come from the industry's marketing juggernauts, Budweiser, Heineken and Carlsberg, while an ambitious (and brutal) short film from a Russian/Austrian vodka maker, Neft, chimed in as well. Together, they represent significantly less than 1% of the world's alcohol ads in 2013, but they're dominating the sharing to the point that every other beer, scotch, vodka, gin, rum, bourbon, champagne et al ad combined only had 3% of the world's video shares.

Unruly makes some interesting points, such as wine makers being slow to catch the social media wave it has also found that other major brands, like Diageo and SAB Miller, are a long, long, long way off the pace of their key rivals.

“The research found that some of the big alcohol brands – and subsectors – are vastly underperforming in social video," Ian Forrester, Unruly’s insight director, suggested.

“For wine and spirit brands, the opportunity to increase brand awareness and sales conversion rates through social video is huge, as there has been very little mass movement from these brands in creating shareable video content.

“Additionally, leading brands like Diageo and SAB Miller that have very strong market share are lagging behind competitors when it comes to social video share of voice.”

Excuse the marketing speak for a second, but Unruly also pointed out that spirit marketing was making a dent in beer marketing, with brewing's share-of-voice dropping from 97% in the last quarter of 2012 to 75% in the first quarter of 2013.

The report also highlighted the impact of spirits brands on beer brands, which historically dominate alcohol advertising. Beer brands’ share of voice dropped from 97% in the fourth quarter of 2012 to 75% in the first quarter of 2013.

Beeriosity will roll out the top 10 ads in ascending order and, surprisingly, there are no Carlton Draught Big Ads or XXXX State of Origin ads involved.

Here's number 10, with 297,085 shares in the first quarter of this year.

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