How To Run Successful Beverage Social Media Marketing in 2024

Looking to start beverage social media marketing? It is more simple than you think. 

The food and beverage industry is projected to reach a market value of $3.8 billion in 2027, making it an incredibly lucrative industry for marketers. However, jumping in on this industry is no simple task. To truly succeed, a foolproof marketing strategy is needed.

Sure, your beverage might taste great and you know your customers are going to love it, but in such a highly competitive industry the taste of the beverage will only get you so far. Well thought-out marketing strategies that elevate the taste of your beverage through packaging decisions and social media posts, are the key to maintaining success in this industry. 

New to the industry and not sure how to start beverage social media marketing?

We’ll run you through the essential steps to finalising a long-lasting and successful marketing strategy to get your drink flying off the shelves, and ultimately answer the question of how to start beverage social media marketing successfully.

THE KEY TO BEVERAGE SOCIAL MEDIA MARKETING

Product packaging

Unfortunately, the way your product tastes is only one small piece of the puzzle when it comes to beverage social media marketing. People tend to shop with their eyes and equate great packaging with great tasting products. 

The way your product looks is key to drawing in your desired target audience. Younger consumers such as those in Gen-Z, are drawn to bold, simple packaging. Minimalist designs that are straightforward convey a message of honesty that resonates with this age group. 

Older consumers, however, are drawn in by easy to read and sleek visuals. This generation loves glass bottles, simple fonts, and subdued colours. 

Moreover, packaging is an integral part of your brand identity. When it comes to packaging, consider the following:

• What the colour and design of your packaging says about your product
• The design of your brand logo and how it’s presented on the product

Remember, even though you want your product to stand out from the competition and have a chance at being picked, your packaging reveals a lot about your brand so keep it in alignment!

Brand positioning

The key to beverage social media marketing is knowing your branding inside out. Reaching as many members of your target market as possible is all down to making your branding match the people you are selling to and using it to secure a permanent place in the consumer’s mind.

Think about the following when considering beverage social media marketing:

• Have you identified your target audience and where they are located?
• Have you made use of enough of the necessary resources to ensure customers are aware you exist?
• Are you focusing on a small section of the marketing or targeting it as a whole?

The key to making effective moves in this industry is understanding your brand. Liquid Death’s beverage marketing strategies are the perfect example of this. 

Knowing that their target market is largely made up of younger audiences who spend the majority of their time on social media, Liquid Death has created a social first approach that has won over the hearts of consumers everywhere. The brand has partnered up with big Gen Z names such as the beauty brand E.L.F, creating a TikTok campaign that encouraged users to join in on the makeup fun and create their own Liquid Death look. The campaign was immensely successful, as it catered to the brand’s audience perfectly, whilst also staying true to its brand identity. 

@tijerarayemua

Get Ready With Me using the new e.l.f. X Liquid Death Corpse Paint Collection @e.l.f. Cosmetics @Liquid Death #elfpartner #elfcosmetics #liquiddeath

♬ Show Me How – Men I Trust

Social media marketing

This list of beverage social media marketing tips would be futile if we did not mention how to leverage the power of social media.

The number one rule with social media marketing is to go where your customers go. Analyse which platform they frequent most and launch your marketing efforts here. 

For the food and beverage industry, Instagram is without a doubt the dominant social media platform. Instagram insights ran a survey asking 21,000 users what their primary reason for using Instagram was. Of those surveyed, 91% said they used instagram to follow at least one of their interests with 43% saying this interest is food and drink. 

Posting on Instagram not only ensures you reach your target audience, but if they like what they see and share your content on their own stories, you have the potential to reach their followers too. Like mentioned at the start, authenticity is key. Your audience is more likely to share content with meaning, a distinguishable tone of voice and a personality behind it. 

Yet, the dominance of TikTok cannot be understated. #WaterTok has become a force to be reckoned with, having 108.5K posts and counting. Popular creators in the community rack up millions of views each day, emphasising the power that the platform holds. 

Over in the land of food, TikTok is also causing havoc. Waitrose reported that searches for whipped feta recipes on their website climbed by 4,325% year over year, and sales for these ingredients rose by 33%, after #WhippedFeta gained TikTok virality.

@josephanthonii

Water of the day! 💦 🫐 🍇 🩷 #watertok #water #drinkwater #flavoredwater #wateroftheday

♬ original sound – Joseph Anthonii

Seasonal deals and special offers

If you’re wondering how to begin beverage social media marketing strategically, leverage the opportunities that holiday seasons bring. For example, selling a box of every flavour for a cheaper price than buying them all individually could make for a great christmas present. 

As beverages fall under the FMCG umbrella, there are lots more opportunities to offer special deals in store. You could run a 2-4-1 deal or discounts on specific flavours of your drink as an incentive for customers to buy them.

TikTok Shop is also a fantastic way to connect with modern consumers, and is a key part of beverage social media marketing. The platform is steadily growing, housing thousands of FMCG businesses. In 2023 alone, 2.3 million UK users made a purchase through TikTok Shop. So what are you waiting for? 

PR via hosting special events

The key to beverage social media marketing is gaining attention. 

A great way to draw attention to your beverage products is to host an event for their launch or feature them at the many food & drink festivals or trade shows that take place every year.

Do keep in mind that you want to go where your target audience will be. If you’re selling an alcohol beverage, a great place to gain traction for it could be at a music festival or any live event. 

To elevate this, encourage participation by launching with a specific hashtag or challenge that people can integrate into their next Instagram Story or Facebook post. Free, organic promotion is a great way to increase reach.

In 2011, Coca Cola used the hashtag #ShareACoke to encourage people to go out and find a bottle with their name on it. In Australia alone, consumption among young adults increased by 7% as a result of the campaign. 

How to target Gen-Z with beverage social media marketing

Famously, Gen-Z’s alcohol consumption habits are incredibly different to the generations that came before them. In fact, alcohol consumption has decreased by 20% amongst these younger consumers, who put a far heftier emphasis on their physical and mental health.

Thus, how can brands use beverage marketing strategies to target a generation that doesn’t drink?

First, and most importantly, the key to targetting Gen-Z as an alcohol brand is acknowledging their sober curiosity. In doing so, your brand can establish a sustainable, genuine connection with these consumers.

Beyond this, playing into the NoLo trend is an essential part of the “ beverage social media marketing for Gen-Z” puzzle. NoLo refers to no and low alcoholic drinks, which have greatly risen in popularity amongst Gen-Z consumers. Also, highlighting health concious ingredients in your products is a fantastic way to connect with Gen-Z, who prioritise wellness.

Finally, there are a myriad of influencers who practice sober and sober-curious lifestyles. Partnering up with these creators to appeal to Gen-Z consumers is a great way to show that you have their interests at heart.

@onthemocks

Still sober 👋 (53 months) And I’ve never had more fun making drinking! Corona’s non-alcoholic beer tastes like nothing is missing! Ingredients: ☀️ 1.5 Tequila ~ Non-Alcoholic (I used @Ritual Zero Proof ) ☀️ 1.5 oz Orange Juice ☀️ .50 oz Grenadine syrup ☀️ 1 x Corona Beer 🍻 ~ Non-Alcoholic (bottle) ☀️ Lime wedge (thin enough to squeeze down the bottle head) #coronasunrise #corona #nonalcoholicdrink #nonalcoholicdrinks #mocktail #mocktailrecipe #tequilasunrise #enjoytheritual #onthemocks #alcoholfree #sober #soberoctober

♬ Ice spice audio – ꧁✰꧂

FAQs

How to conduct beverage social media marketing successfully? 

1. Have a social media presence
2. Create a brand narrative
3. Go behind the scenes
4. PR with local events
5. Have a trendy packaging style
6. Lean into your unique selling point
7. Omnichannel presence
8. Catchy display designs
9. Relatable content
10. Seasonal deals and offers

How do you launch a new beverage product?

• Identify a list of target buyers
• Launch where your target audience will be
• Prepare your digital presence
• Clearly define your brand
• Consider product presentation

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@sociallypowerful