With Better Targeting, Alcohol Brands Bet Big on Digital

Annual budgets increase as much as 50 percent

For years, beer and spirits brands steered clear of digital marketing and social media because of challenges in making sure posts do not break strict regulations by pitching underage consumers. But with Facebook and Twitter offering more sophisticated age targeting, brands can now, more or less, rest assured they are hitting the 21-and-over set.

What's more, alcohol marketers can argue that the social platforms' targeting and data can be more effective than traditional marketing. And brands like Patrón and Pernod Ricard have increased their budgets by double-digit percentages during 2015.

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