It’s no secret that young adults in America are drinking more liquor than beer these days. As a college student myself, I see many more of my friends getting excited about a new flavor of Pinnacle Vodka than a new spring variety pack of beer. The trend has plenty of possible explanations, but I think one of them could definitely be a more engaging online presence by certain brands.
Jim Beam would be considered by some the pride of Kentucky. It’s bourbon-whiskey… Which isn’t exactly the softest, easiest to drink beverage. In other words, not exactly something that a lot of younger individuals, especially females, would enjoy drinking. However, the brand’s new Black Cherry flavor might change the perception that we have of the brand. What’s better is the brand’s social media. I am predicting that they will soon enjoy more of the young-adult market… Myself included!
Spend some time on Jim Beam’s Facebook page. If you’re anything like me, it’s going to make you believe that you’re a fan of whiskey. Here’s how they do it!
Drink Mixing Videos
Just for the Black Cherry flavor, Jim Beam’s Facebook page features a tab that contains four recipes and a video illustrating how to make the drink. They’re only 30 second clips, so it’s not too time consuming to watch them. But the videos eliminate the common consumer’s question, “what am I going to drink that with?” The recipes are really appealing to a younger crowd, and by planting the specific drinks in my mind, I’m one step closer to buying the product already.
One of the best parts about social media is that it is a two-way conversation. Jim Beam is well aware of that. On the same tab, the brand allows fans to upload their own videos of their favorite mixtures. The submissions are posted and can be voted on by other fans. Winners even get a free bottle!
Again, you can see how the relationship between company and consumer goes both ways when you look at the pictures on Jim Beam’s Facebook page. First, the brand has albums of images from tasting events. But what’s cooler are the pictures that fans have posted to the page. Some include pictures of events, others include a customer holding their Jim Beam bottles proudly, still others are just pictures of people drinking Jim Beam!
Alcohol brands always have to balance selling their product with selling their product irresponsibly. No brand wants to be associated with drunk driving, or drinking beyond healthy limitations. A tab on Jim Beam’s Facebook page confronts this directly. It’s called Draw the Line, and it basically communicates that it isn’t cool to drink too much.
“You’re responsible for your actions, so when you’re out with your mates, know where to draw the line so you can enjoy your night out.” “It’s about knowing your limits and understanding what’s right for you when it comes to alcohol.”
Jim Beam updates their status update about once a day. Sometimes it’s a photo, sometimes a video, sometimes just text… But it’s always interactive, and people always interact. On average, the brand gets about 50 Likes and 30 comments on everything published. What I like most about their posting, though, is that it isn’t pushing Jim Beam down the throats of fans. Mostly, they focus on just having a good time on a weekend. They frequently ask their fans what they’re up to on a given weekend, and they love posting statuses that include a “fill in the blank.” I don’t think I had ever seen that done before, but it works really well to get the conversation flowing.
Jim Beam’s Twitter account has a lot of similar content posted. Additionally, Jim Beam followed me back shortly after I followed the account. However, it was not so soon that it made me suspect it was an automated follow-back. I could be wrong, but I think someone was actually sitting at a computer and decided to follow back a new fan, which leaves a great impression on me.
People frequently post things to Jim Beam’s Facebook page, ask questions, and voice concerns. In other words, not everything is happy and perfect 100% of the time. Sometimes, fans have negative things to say. Luckily, Jim Beam takes care of those voices quickly and politely, and makes sure that people know that they’ve been heard. I don’t know about you, but I hate sending an email to a random inbox, where it will probably never be responded to. Jim Beam’s fans don’t have to worry about that issue!
Like I said before, I have never been a big drinker of whiskey. Nonetheless, I’m already counting down until next weekend rolls around. As the popular saying goes, it will soon be “Jimmy Time!”