Can Social Media Solve The On-Premise Data Problem? – The Six-Pack Tech Stack Vol. I

Report summary

In this issue we look at the struggles the alcohol industry faces in finding reliable data and insights for the on-premise consumer: who they are, where they go and what they drink. Companies offering business intelligence gleaned from social media could go a long way to solving the problem, but with growing concerns about privacy, ongoing access to these controversial resources are highly uncertain.

There are 65,000 bars and nightclubs in the US, and hundreds of thousands of restaurants that serve alcohol. It is impossible for every brand to be in every account, so brand-owners and their wholesale partners work together to identify the accounts where brands are most likely to connect with their target consumers. Historically, however, the data and insights needed to identify those accounts have not been available.

“Without better data, suppliers and wholesalers cannot execute efficient marketing and merchandising campaigns in the on-premise, “ according to Bourcard Nesin, Beverage Analyst at Rabobank. “Beverage companies have to invest time and resources to understand emerging technology, adopt the technology and resources that could have the greatest impact, and implement strategies to use those tools as effectively and efficiently as possible. Otherwise, you might find yourself as the only company searching in the dark without a flashlight.”