Today, we release our inaugural Digital IQ Index: Spirits study, which benchmarks the digital competence of 69 Spirits brands. As always, our reports also provide insights into, and analysis of the extensive research, which covers more than 675 data points across four primary dimensions: Site, Digital Marketing, Social Media and Mobile. Though the vast majority of Spirits brands (80 percent) registered an Average, Challenged, or Feeble score, there were some strong performers and innovators. Most notably, the three brands that tied for the top spot: Absolut, Bacardi, and Jim Beam.
The Top 10 Digital IQ Ranking:
Among the most significant findings in the study are how brands have been navigating the regulatory constraints that prevent alcoholic sales online. Despite this, some brands utilize their sites to drive on- and offline purchases. More than one-third (36 percent) use online retail locators and 16 percent link to third party e-commerce. Though one of the more obvious prestige verticals predisposed for social engagement, Spirits brands’ social media communities are, on the whole, smaller and less active than their fashion, beauty, and hospitality counterparts. A major contributor to the lack of fan engagement is the age-gating inherent with alcohol. But the brands are not blameless: just 59 percent offer email signup on their sites, and only half of those send a welcome email promoting their social properties upon registering.
For more insights and to view the full rankings, download an excerpt here. Also, be sure to watch our original animated video below and to check the blog throughout the coming weeks for additional report-related posts.