CommsChat Do we think alcohol brands in general are doing enough to get women involved/target women in comms? #commschat
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November 12, 2014 Transcript of #commschat with whisky brands
This week we were joined by a host of whisky brand experts: Cath Jeffries, group account director on Tullamore D.E.W at We Are Social (@cathjeffries), Paula McNulty from Weber Shandwick’s Glenmorangie team (@WSScotland), Richard Southon, Business Director, Jack Daniel’s for Communicator (@CommunicatorHQ). We discussed the unique challenges of the alcohol market and the food and beverage sector more widely.
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@cathjeffries booze is inherently social, but using social to broadcast occasions is less engaging if you’re not there
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@cathjeffries More story driven variants to sit along side the ubiquitous craft and heritage set
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@robster38 whisky industry active in responsible #marketing #CSR despite other drinks causing the real harm
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@robster38 move away from challenge, snobbery and masculinity to accessible, fun, versatile and experimentation #whisky
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@craigmcgill Future for whisky – after expensive boom passes – is declining sales unless it adapts quicker to digital benefits
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@CommunicatorHQ as consumers move to less gender specific stereotypes alc. brands will become more gender neutral, none are there yet
Read the whole conversation here:
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@amandacomms @craigmcgill whisky industry active in responsible #marketing #CSR despite other drinks causing the real harm #commschat
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@CommsChat Same answer as other industries: silos and not everyone seeing benefits of #digital #commschat
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.@craigmcgill REALLY?! As a female whiskey fan, that’s a very cool stat. #commschat
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@CommsChat For example, majority of whisky (Scotland) bought by females but only recent has this been recognised #commschat
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.@craigmcgill Why not? Can it be? (for Craig or anyone who wants to answer : ) #commschat
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@CommsChat For many brands, the online brand experience is actually still very poor and not aligned to greater goals. #commschat
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Don’t remember the brand, but I definitely wanted to vote on the pictures of whiskey they had online #commschat
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.@WSScotland Curating brand experience on digital space. Thinking of an online contest/storytelling campaign I saw a while back…#commschat
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@CommsChat T4: In what sense? The brand experience before they come online or the experience once they try the drink? #commschat
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@CommsChat I’m all up for experiential whisky marketing #commschat
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@craigmcgill that is good I am not aware of any but the impact of alcohol in communities is significant #commschat
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RT @robster38 @CommunicatorHQ I still think too many whisky brands use #socmed as a broadcast channel, not an engagement tool #commschat
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T4: T4: How does consumer’s brand experience plays into communications? 2/2 #commschat
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We’ve covered this a bit, but there is some great experiential work out there and I wanted to discuss it in more detail 1/2 #commschat
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@amandacomms Many do but they don’t always broadcast it online. I know of three projects that were specifically kept off radar #commschat
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@amandacomms Affected by what though? In many areas even the employment is almost a form of CSR #commschat
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@craigmcgill @CommsChat yes I am waiting to download my virtual tasting kit! #commschat
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@CommunicatorHQ Yup. @whyteandmacay used to run features on pubs that stocked products – and even reviewed competitor spirits #commschat
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@craigmcgill @CommsChat giving something back to charities/communities affected #commschat
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We need to be mindful of varied legal issues on alcohol marketing AND digital activity across the globe -many brands falling foul #commschat
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@amandacomms @CommsChat In CSR terms? What you thinking of? #commschat
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.@amandacomms There’s a challenge to all you whiskey comms people: Who is doing interesting, relevant, impactful work in CSR? #commschat
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@CommsChat not that I am aware of but would be good to hear about any #commschat
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.@amandacomms Any that are doing interesting or creative work you can share as an example in this area? #commschat
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@CommsChat in short no. They can do more, much more. #commschat
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@craigmcgill it can also be a good platform for telling your consumer’s stories as well, making them feel part of the brand #commschat
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@amandacomms @CommsChat Why the CSR obligation? You mean beyond the age gate? #commschat
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@cathjeffries @CommsChat Twitter whisky tastings are an easy win – and indulge more senses so a win (and free drams for tasters!) #commschat
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@CommsChat booze is inherently social, but using social to broadcast occasions is less engaging if you’re not there #commschat
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@WSScotland @CommsChat Apart from that, do you think there are any differences? Always been curious. #commschat
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.@amandacomms v. good point. Do you think whiskey (or alcohol brands in general) do enough in this area at the moment? #commschat
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@CommsChat have to offer something unique….but also need to consider CSR and impact on society #commschat
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@CommsChat default seems to be to use social to report on the experiential #commschat
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#commschat Whisky (and whiskey) has often been about the story. It’s just telling the stories in non-broadcast fashion for digital success
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T3: How do brands differente themselves in a crowded market? #commschat
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@CommsChat some food/drink brands understand the engagement aspect of digital – others don’t & are disconnected with audiences #commschat
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.@Sasha_Taylor @jura_whisky Jura is a good ex. of a brand that differentiates itself based on story and personality. #commschat
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#commschat have a look at @jura_whisky … They have a great campaign at the moment … very appealing
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A tiny village website is up against a Dragon and major corporates in the UK Website of the Year finals http://www.visitnunney.com/index.php/the-good-web-guide/ … #commschat
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How does the food/drink sector differentiate itself on social media? Or does it? #commschat
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@CommsChat @Sasha_Taylor very good point – the whisky bloggers have taken brands to a new level #commschat
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RT @Sasha_Taylor: question should be which whisky blogger uses Social Media well. There are many good ones out there to follow #commschat
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T1: For us the strategy of story telling remains the same, it’s about doing this on new platforms in new ways reaching new people #commschat
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Maybe we could start with: Which whisk(e)y brand do you (guests and everyone) think does the best work on social media? #commschat
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@CommsChat #commschat – hi all – Paula here from Weber Shandwick in Scotland – the land of Scotch! we have worked with whisky brands for yrs
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…T1: How have whiskey brands changed their communications strategies to embrace social media? #commschat
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We’ll be discussing branding, content and comms strategies tonight, but we’ll start out with social media…#commschat
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@cathjeffries please use #commschat tag, thanks!
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So I’ll leave it to our guests to introduce themselves, then we’ll get going #commschat
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Just a note to all before we begin, please use the #commschat tag when posting!
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…tonight, we have 3 guests who deal with comms and content for whiskey brands: @CommunicatorHQ @cathjeffries and @WSScotland #commschat
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We’ve been seeing a lot of creative work coming from the food/drink sector but particularly around whiskey brands…#commschat
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#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
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Evening all and welcome to #commschat. Brittany here and very excited to be talking whiskey/whisky tonight
Rob The Bruce 
Craig McGill 
Brittany Golob 
Weber Shandwick Scot 
Adam Cranfield 
Amanda Coleman 
Cath 
Communicator 
Montse Cano 
Sasha Taylor 
Visit Nunney 
Gnosis Media Group
See what others are talking about "Brittany Golob"
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