9. Smirnoff (126)
Smirnoff remains the “vanity metric” leader over Johnnie Walker in terms of total Facebook fans (10.7m v. 8.6m although the gap has narrowed) given 240 drinks recipes online that are widely shared by users, used to highlight different Smirnoff products and cross-sell similar drinks.
But L2 said in the Digital IQ report that spirits brands in general face a continuing challenge on Facebook in terms of content.
26% of users follow alcoholic beverage brands because they want product discounts (50% do in other, adjacent industries) and only 17% follow for purchase advice, versus 30% in other sectors.
“Accordingly, spirits brands are left with little direction, other than to provide a landing zone for creating content that resonates offline,” L2's analysts write.
