Diageo seemed to signal in 2011—by inking a multimillion-dollar deal with Facebook—that alcohol brands were embracing online advertising. But the consumer-goods category still lags digitally behind niches not called healthcare, and new research from the Interactive Advertising Bureau suggests that spirits have a chance to get ahead of their competitors if they act now.
It won't be long before nearly every beer, wine and liquor player significantly invests in marketing via smartphones and tablets, specifically when it comes to millennials and Gen Xers.
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