US Alcoholic Seltzer Marketing Strategies

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Alcoholic Seltzer Marketing

Alcoholic seltzer brands in the US are marketing themselves through social media platforms; various ads (e.g., print, television, Internet, and digital); sponsorships; and partnerships.

ALCOHOLIC SELTZER MARKETING

  • While alcoholic seltzer is a relatively new product, older, more established companies (e.g., Smirnoff, MillerCoors, Boston Beer Company, Mark Anthony Company, and Anheuser-Busch) have alcoholic seltzer brands.
  • This analysis includes both established brands and newer entrants. Most of these brands use significant digital and social marketing. However, as of this writing, the most prominent alcoholic seltzer marketing deal is White Claw's Kentucky Brown Derby sponsorship.
  • Additionally, Perfekt Zero and others have implemented influencer marketing tactics through social media platforms. Another example is Pura Still, which is launching a partnership with professional soccer player Carli Lloyd to make use of her status as a female athlete influencer.
  • All alcoholic seltzer brands have a focus on creative packaging.

SOCIAL MEDIA MARKETING

  • Ninety-two percent of alcoholic seltzer brands use Twitter for advertising. These brands use hashtags to generate awareness and interest in their products. Of the brands using Twitter, 45% also advertise through sponsored posts.
  • Additionally, alcoholic seltzer brands use direct engagement, retweets, and hashtags to engage customers, distributors, and other companies on Twitter.
  • Furthermore, 100% of alcoholic seltzer brands use Facebook for advertising and customer engagement. But these brands also use Facebook's hashtag system to generate awareness and interest in their products. The brands use Facebook much like Twitter to advertise their products and build brand recognition/loyalty by engaging their customers.
  • Forty-two percent of the brands either currently or plan to (as of 2019) utilize Facebook ads.
  • Finally, 67% of alcoholic seltzer brands use Instagram for advertising and customer engagement. These brands also use Instagram's hashtag system to generate awareness and interest in their products. Of the alcoholic seltzer brands present on Instagram, 50% advertise through the platform.

TELEVISION MARKETING

  • Fifty-eight percent of alcoholic seltzer brands used television ads during the 2018-2019 period. The cost of these ads varied by type of broadcaster (e.g., smaller stations to major stations broadcasting the Super Bowl). Many of the ads in this channel were for customers looking for healthier drink options.

PRINT AND DIGITAL MARKETING

  • Seventy-five percent of alcoholic seltzer companies use print ads, while only 50% use digital marketing (e.g., digital banner ads and others). As a corollary to the latter point, only 42% of the companies used any form of internet advertising.

SPONSRSHIP AND PARTNERSHIP MARKETING

  • Forty-two percent of alcoholic seltzer companies have some form of sponsorship or partnership with other companies. For example, Nauti sponsored the Kiteboard Flotilla event. Another example is Crook & Marker's partnership with [2 one 5] Creative to enhance the former's digital presence.

RESEARCH STRATEGY

We based our research on 12 different alcoholic seltzer brands: PRESS Premium Alcohol Seltzer, White Claw Hard Seltzer, Bon & Viv Spiked Seltzer, Smirnoff, Nauti Seltzer, Polar Seltzer Arctic Summer, TRULY Spiked & Sparkling, Henry’s Hard Sparkling Water, Mighty Swell Spitzer Co., Wild Basin Boozy Sparkling Water, Crook & Marker, and SVEDKA Spiked Premium Seltzer. We used these brands to make a thorough investigation of their marketing presence on a variety of social media platforms and both traditional and digital marketing channels.

Our calculations are as follows:

11 out of 12 brands had Twitter accounts = (11 / 12) x 100 = 92%
Of those 11 brands, five had Twitter ads = (5 / 11) x 100 = 45%

12 out of 12 brands had Facebook accounts = (12 / 12) x 100 = 100%
Five of the brands had Facebook ads = (5 / 12) x 100 = 42%

Eight out of 12 brands had Instagram accounts = (8 / 12) x 100 = 67%
Of those eight brands, four had Instagram ads = (4 / 8) x 100 = 50%

Nine out of 12 brands had print ads = (9 / 12) x 100 = 75%
Seven out of 12 brands had television ads = (7 / 12) x 100 = 58%
Six out of 12 brands had digital ads = (6 / 12) x 100 = 50%
Five out of 12 brands had some sort of sponsorship or partnership = (5 / 12) x 100 = 42%
Five out of 12 brands had internet ads = (5 / 12) x 100 = 42%
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