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Gartner L2 Digital IQ Index
Because of regulatory concerns and limited budgets, Spirits brands have been late adopters of most digital trends. However, with recent clarity from trade associations and more sophisticated targeting on social media platforms, coupled with declining viewership on traditional advertising outlets, digital is becoming an increasingly key component of Spirits marketing. The 2015 Digital IQ Index: Spirits assesses the digital performance of 76 Spirits brands operating in the U.S. market. Additional analysis examines the digital impact of brand ambassadors, online merchandise sales, and brand partnerships with Drizly and Minibar.