We leveraged our People-Powered Marketing Platform to survey 500 U.S. adults (ages 21+) about what factors influence their beer, wine and spirit purchases. The study found that when it comes to alcoholic beverage purchases, word-of-mouth — specifically, peer recommendations and social media — has more influence than traditional advertising (such as TV spots and print ads).
72 percent of respondents said they have used social media on their smartphone or mobile device while making a purchase. 97 percent say they have taken peer recommendations into consideration when purchasing alcoholic beverages. 80 percent reported having bought an alcoholic beverage they had discovered on social media.