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Gartner L2 Digital IQ Index
The growth of bottled water, craft beer, and new drink categories like kombucha at the expense of soda and mass beer has placed pressure on established category leaders. Top brands are turning to digital to maintain their positions. Successful strategies include developing relationships with online retailers, encouraging customer loyalty with rewards programs and subscription offerings, and paying for high viewership and engagement across social and digital platforms. The second Digital IQ Index: Beverages report benchmarks the 2016 digital performance of 116 Beverage brands operating in the United States.