David Atkinson on how technology is vital in how big drinks brands communicate with consumers Subscription
Drinks brands have been among the most enthusiastic adopters of technology for marketing purposes. It’s easy to see why. The social nature of drinking makes digital a natural bedfellow for drinks brands with novel and entertaining content to have a direct conversation with their drinkers such as the Fosters’ Comedian in Your Pocket app, which forges a direct link with drinkers.
Jim Beam is looking to drive the growing American whiskey market in the UK with the launch of two new additions: Jim Beam Rye; and Jim Beam Maple.