Heineken Leads Alcoholic Beverages In Social, WOM Impact

Heineken is king among alcoholic beverage brands when it comes to its social media and offline or word-of-mouth (WOM) impact, according to a new ranking from Engagement Labs.

The ranking is based on the company’s proprietary TotalSocial data, derived from continuous tracking and measurement of the key online and offline drivers of conversations about brands. Those drivers include not just the volume of conversations, but the quality of the sentiments expressed.

The data for the 12 months ending in March show these brands making up the top 10 (in order): Heineken, Jack Daniels, Budweiser, Bud Light, Corona, Smirnoff, Coors Light, Miller Lite, Bacardi, and Grey Goose.

Although some other brands, including Budweiser and Bud Light, had higher conversation volumes, Heineken was the only alcoholic beverage brand among the 500 studied that performed above average both online and offline — making it a “conversation commander,” in Engagement Labs’ terminology.

Read the full MediaPost article, here.

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