Beverage brands in Europe have yet to fully tap their mobile potential. More than a third of brands’ mobile sites still aren’t optimized for smartphones and only 48% of tablet sites are tailored to the larger device screens, according to L2’s Digital IQ Index: Beverages: EU. That means many mobile customers end up with “dumbed down” content or a broken user experience.

BEV-05Beverage makers also haven’t focused on linking mobile sites to offline sales. Brands in the ready-to-drink (RTD) coffee and sports drink categories, for example, lack any retail location or push-to-store features. Considering Europe has the highest level of mobile broadband adoption globally, at 36.6 subscribers per 100 residents, the missed opportunity on the mobile Web is especially glaring.

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Brands have poured more effort into mobile apps. Nearly four in five maintain an app, with 61% of titles geared to entertainment, sports or gaming. “Red Bull Wrappers” by far sets the high mark for app downloads at more than a half million as of December 2014. But the L2 report assessing the digital performance of 60 beverage brands found apps came up short on providing product information. Only 15% of iOS apps, for example, offer email opt-in, and just three—Coca-Cola Edition Bestell-App, Kronenbourg’s Apero, and Leffe’s Café Leffe Espace Privilege–had any transactional capability.

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