Magazine article Marketing

Bacardi Rethinks Drinks Brands' Online Strategy

Magazine article Marketing

Bacardi Rethinks Drinks Brands' Online Strategy

Article excerpt

Drinks company to shift online investment from branded sites to social media.

Bacardi is set to scale back its brand websites and refocus its marketing efforts on social-media platforms hosting its branded content.

The drinks company, which owns the Bacardi, Bombay Sapphire, Dewar's and Grey Goose brands, will pare back its sites because they are expensive to run and experiencing a fall in visitors, according to sources.

Over the next one to two years, it is believed that Bacardi will shift up to '90%' of its digital spend to Facebook, as it no longer deems dotcom sites relevant. 'With dotcoms you are not getting a great return on investment if you are not getting the hits,' said a source.

The company will bolster its social-media presence, where it will be looking to place branded content that can be shared more easily with online communities. It is believed that the activity will be aimed at consumers in their 20s.

The Bacardi UK site currently offers visitors a range of products and information, including branded apps, music downloads and cocktail tips.

Rival Diageo recently centred a campaign for Smirnoff on a branded Facebook page, using the site as a hub for its 'Nightlife Exchange Project'. …

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