May 27, 2020

3 Alcohol Brands Killing It on Social

Christina Sirabella

You know what they say about the alcohol industry: It does well in both good times and bad. So, even during a global pandemic, people are still finding ways to consume their favorite beers, wines, and spirits from the comfort of their own homes. In fact, in March 2020, social engagement around alcohol brands increased by 326 percent compared to March 2019—even though there were 17 percent fewer posts from alcohol brands.

Here are a few of our favorite alcohol brands that are giving a new meaning to the term “social drinking.”

Bud Light

We love Bud Light because the brand doesn’t take itself too seriously. Its Instagram ignores essentially all rules of what a “grid with an aesthetic” should look like, and its Twitter is no stranger to self-deprecation. Recently, since the outbreak of COVID-19, the brand has done a great job combining its signature humor with messages that encourage its followers to quarantine at home and, if they are able, support local businesses by ordering takeout. It even released a restaurant locator that aggregates restaurants in any zip code offering takeout, and is rewarding anyone who orders from those restaurants with a rebate card to use on a Bud Light when the restaurant reopens.

Takeaway: Know when it’s okay to joke and when it’s time to be a bit more serious.



Unlike Bud Light, Smirnoff is very into its Instagram aesthetic—and it’s nailing the platform. The brand has leaned into microvideos that are just a few seconds long, like this one. These videos feature bright colors and are great visually, but they also aren’t too difficult to produce and showcase simple ways of serving the product. One of our favorite pieces of Smirnoff content since quarantine is shown below. The brand leaned into the popular phenomenon of “Icing” and created video hangout backgrounds that allowed people to “Ice” their friends virtually.

Takeaway: Longer and more complex isn’t always better.



Considering Babe was co-founded by popular Instagram influencer Josh “The Fat Jewish” Ostrovsky and the writers behind the @whitegrlproblem Twitter account, David Oliver Cohen and Tanner Cohen, we expected nothing but greatness for the canned wine brand on social—and it certainly delivered. From quarantine boxes to tie-dye kits to hats that say “Cancel 2020,” Babe knows its identity, knows its audience, and knows how to give its fans what they want. The brand stays true to what it is and doesn’t pretend to be something it isn’t, which is likely why it’s done so well with millennials and even the older Gen Zers.

Takeaway: Understand your community, why they love you, and how to best connect with them.


Want to learn more about how your brand can implement these takeaways? Get in touch.

Tags: Best Practices, Content Marketing, Creative, Instagram, Twitter

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