An insightful article on The Drum describes how after such brands as Bacardi and Corona Stella Artois is the first beer brand to advertise their wares through Instagram. The article states that this new campaign is significant because alcohol producers already have a good handle on Facebook and Twitter, while the “creative and visual demands of the photo-based platform” form a new challenge. “It represents the latest hurdle brewers are trying to overcome in the race to build more aggressive marketing strategies capable of getting people to pay more attention to beer.” Specifically the goal of the campaign is understood to be refreshing the Stella Artois brand for younger drinkers.
The ads, which depict the beer alongside food in festive settings, are targeted to the appropriately aged users using data.
According to The Drum, promoting beer and food pairings has fuelled the success of craft beers in the US. AB InBev is hoping it can adapt the tactic to stoke growth this holiday season.
Lucas Herscovici, vice president of consumer connections at AB InBev, is quoted by The Drum: “Reaching and engaging legal drinking age millennial consumers is critical for all of our brands. As a leading social platform for 21+ consumers, Instagram is a very important channel for us. We are excited to work with Instagram as they seek to integrate advertising into the consumer experience, which is as high quality and beautiful as the images users would normally see in their feeds.”
Alcohol is a sedative, while ingredients of energy drinks such as caffeine, guarana and taurine have a stimulant effect. The effects of alcohol are masked which may lead to excessive alcohol consumption (O’Brien, 2008). Research conducted in the United States revealed that adolescents who regularly drink alcohol mixed with energy drinks more often binge drink (more than 5 drinks in a short period of time) and are drunk twice as often (O’Brien, 2008; Ferreira, 2006). Also other alcohol-related consequences are more prevalent. There is a doubled risk of being taken advantage of sexually, riding with an intoxicated driver, being physically hurt or injured, and the need for medical treatment.
This report offers a first exploration of the availability of these drinks in Europe.
The full fact sheet can be downloaded and read here
More and more negative effects of alcohol consumption are highlighted in the media. There is a raising awareness of alcohol related problems. In a reaction, we can see that the alcohol industry actively tries to build an image of responsible alcohol: Alcohol which suits a healthy lifestyle and is in line with efforts to improve the environment. Some of the dangers of this one sided perspective of the “contributions” of alcohol in society are discussed in this report.
The full report can be downloaded and read here