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Consumers primarily rely on Google search when conducting research online, yet most spirits brands have yet to implement effective strategies. Significant opportunities for organic visibility remain within this sector compared to more digitally-mature categories that are increasingly pay to play. At the same time, moderate investment in paid search formats now can show an outsize impact for early movers. Leaders brands are already taking steps to tackle both organic and paid search, with increased investment in Google text ads, rich site content to target search trends and partnerships with authoritative publications for branded content.