comparison of wild turkey, jim beam, jack daniels, american honey and other top whiskey brands in...

Comparison ofTop Whiskey Brands in Australia onFacebook inQ2-2015Apr 01, 2015 - Jun 30, 2015

Top Australian Whiskey Brands on Facebook Q2-2015

In this report we looked at the top whiskey brands in Australia on Facebook.

Read on to find out how their social media performance stacked up against the

competition.

Key Findings

• Among the 10 whiskey brands, Johnnie Walker (Australia) was engaging best with their Fans

• With a growth rate of 2.2%, Johnnie Walker (Australia) enjoyed the highest Fan Growth Rate among the whiskey brands

• 619 new Posts were written across these 10 ‘brand walls’. That’s an average of 0.7 Posts per day - per wall!

• Jim Bean Australia created the most shareable content

• It takes these whiskey brands several days to reply to fan posts

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Fans

Wild Turkey Australia had the largest fan base of 311,302 while Johnnie Walker Australia(AU) showed the highest fan growth of 2.25%.

Group 2

-1.50%

-1.00%

-0.50%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

0K 50K 100K 150K 200K 250K 300K 350K

Gro

wth

%

Number of Fans

Canadian Club(AU) Wild Turkey Australia ChivasRegalAustraliaJack Daniel’s Australia American Honey Australia GentlemanJackAustraliaJameson Irish Whiskey(AU) Johnnie Walker Australia(AU) Jim Beam(AU)

Fans - Geography

Group 2

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

United States Countries < 2% Mexico Brazil Indonesia

Australia Other Countries United Kingdom India United States

Conversations

Johnnie Walker Australia(AU) had the highest PTAT of 4.06% as a percentage of its average number of Fans during this time period.

Group 2

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

0K 50K 100K 150K 200K 250K 300K 350K

Pe

op

le t

alk

ing

ab

ou

t (a

s %

of

Fa

ns)

Average Number of Fans

Canadian Club(AU) Wild Turkey Australia ChivasRegalAustraliaJack Daniel’s Australia American Honey Australia Jameson Irish Whiskey(AU)GentlemanJackAustralia Johnnie Walker Australia(AU) Jim Beam(AU)

Engagement - Posts

Jameson Irish Whiskey(AU) published the greatest number of posts (47). Johnnie Walker Australia(AU) had the highest average engagement, with a score of 903.

Group 2

0 5 10 15 20 25 30 35 40 45 50

0 100 200 300 400 500 600 700 800 900 1000

Canadian…

Wild Turkey…

ChivasRegal…

Jack …

American…

GentlemanJ…

Jameson…

Johnnie…

Jim Beam(AU)

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement Breakdown

0 5000 10000 15000 20000 25000 30000 35000 40000 45000

Canadian Club(AU)

Wild Turkey Australia

ChivasRegalAustralia

Jack Daniel’s Australia

American Honey Australia

GentlemanJackAustralia

Jameson Irish Whiskey(AU)

Johnnie Walker Australia(AU)

Jim Beam(AU)

Likes Comments Shares

Jameson Irish Whiskey(AU) received the most number of Likes (40,271), Jim Beam(AU) got the most number of Comments (5,317) and Jim Beam(AU) had the most number of Shares (4,820).

Group 2

Most Engaging Brand Posts

Group 2


Thu, Jun 11 at 10:00 PM EDT

In case you haven’t heard, in celebration of the 10th anniversary since its launch, Johnnie Walker G ..

Engagement Score

Likes Comments Shares Sentiment

1,000 4,667 1,435 372 Positive


Thu, May 21 at 4:30 AM EDT

Blended from casks most finite and irreplaceable, the John Walker & Sons Private Collection 2015 Edi ..


Mon, May 18 at 4:00 AM EDT

An old legend reawakens. Johnnie Walker Green Label is back to celebrate the ten-year anniversary si ..

Engagement Score


1,000 4,482 711 296 Positive

Engagement Score


1,000 5,356 1,756 476 Positive

http://www.facebook.com/51267140943/posts/10153248436970944




Group 2


Tue, Jun 2 at 5:00 AM EDT

There’s a Chivas for every member of the family. So who gets Chivas Extra?

Engagement Score


998 1,272 116 125 Positive


Fri, May 15 at 10:00 PM EDT

Celebrate World Whisky Day with the original Master of Ceremonies.

Jim Beam(AU)

Tue, May 12 at 3:00 AM EDT

How about a little slice of Beam?

Engagement Score


996 4,167 148 202 Positive

Engagement Score


994 2,205 379 689 Positive




Fan Posts

0 20 40 60 80 100 120 140

Canadian Club(AU)








Jim Beam(AU)

Number of Fan Posts

Jim Beam(AU)'s Facebook Page saw the highest number of Fan posts (116).

Group 2

Sentiment Analysis

American Honey Australia received the highest percentage of Positive Sentiment (100.00%).

Group 2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Jim Beam(AU)





Canadian Club(AU)



Negative Neutral Positive

Brand Responses

GentlemanJackAustralia responded to the highest percentage of Fan posts (100.00%).

Group 2

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

0 500 1000 1500 2000 2500 3000 3500 4000 4500

% o

f F

an

Po

sts

Bra

nd

Re

spo

nd

ed

to

Average Response Time (mins)

Johnnie Walker Australia(AU) Jim Beam(AU) Jack Daniel’s AustraliaChivasRegalAustralia Jameson Irish Whiskey(AU) GentlemanJackAustraliaCanadian Club(AU) Wild Turkey Australia American Honey Australia

Share Of Voice – Volume of Posts

Jameson Irish Whiskey(AU) published the most with 47 posts, among the brands in "Group 2" Group.

Group 2

14%

13%

8%

7%

12%

15%

15%

16%

0%

Jim Beam(AU) GentlemanJackAustralia Johnnie Walker Australia(AU)

American Honey Australia Wild Turkey Australia ChivasRegalAustralia

Jack Daniel’s Australia Jameson Irish Whiskey(AU) Canadian Club(AU)

Share Of Voice – Likes

Jameson Irish Whiskey(AU) received the largest volume of Likes (40,271), among the brands in "Group 2" Group.

Group 2

16%

4%

16%

1%15%

13%

12%

23%

0%




Share Of Voice – Comments

Jim Beam(AU) received the largest volume of Comments (5,317), among the brands in "Group 2" Group.

Group 2

30%

3%

26%2%

17%

5%

6%

11%

0%




Share Of Voice – Shares

Jim Beam(AU) received the largest volume of Shares (4,820), among the brands in "Group 2" Group.

Group 2

33%

4%

14%7%

13%

7%

12%

10%

0%




Analysis of Jack Daniel’s Australia Facebook Page

Apr 01, 2015 - Jun 30, 2015

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Brand Overview


Fans 217,921

New Fans 1,265

Fan Growth .58%

Country Australia

Demographics Not Available

Jack Daniel’s Australia has 1,265 new Likes and an audience base of 217,921 fans.


Brand Overview

Posts

Brand User

Engagement Score 413 Total Fan Posts 72

Total Posts 45 Brand Response Rate 36.11%

Total Likes 20,965 Average Reply Time 1 day, 3 hrs, 57 mins

Total Comments 1,146 General Sentiment Neutral

Total Shares 1,790

Jack Daniel’s Australia had 45 new Posts.

Content & Campaigns

Most Engaging Content Type NO DATA Most Engaging Campaign NO DATA

Least Engaging Content Type NO DATA Most Recent Campaign NO DATA

Most Prolific Content Type NO DATA


Fan Growth

215,500

216,000

216,500

217,000

217,500

218,000

218,500

Jack Daniel’s Australia had a growth rate of 0.58% between Mar 31, 2015 and Jun 30, 2015.

Total Fans 217,921

New Fans 1,265


Engagement

0

100

200

300

400

500

600

700

800

900

1,000

1-Apr 8-Apr 15-Apr 22-Apr 29-Apr 6-May 13-May 20-May 27-May 3-Jun 10-Jun 17-Jun 24-Jun

Jack Daniel’s Australia had an average engagement score of 413 and its highest was 914.


Community Analysis

Unmetric could not retrieve Demographic Profile Data for this brand.

Jack Daniel’s Australia fans are largely from Australia followed by United States.

Fan Demographics Distribution of Fans


0%

Unknown

0% 50% 100%

Unknown

0% 20% 40% 60% 80% 100%

Unknown

0K 50K 100K 150K 200K

Australia

United States

Mexico

Indonesia

Brazil

United Kingdom

India

New Zealand

France

0

1

2

3

4 Jack Daniel’s Australia posted a total of 45

Posts between Apr 01, 2015 and Jun 30,

2015.

Brand Posts

Top keywords used in the Posts

Frequency

Jack 8

chance 5

Jack Daniel’s 4

centre 4

midday AEST Wednesday

4


27%

73%

Brand Participation Brand Non Participation

90%

3%7%

Posititve Negative Neutral

Brand Posts - Engagement

Jack Daniel’s Australia responded to 12 conversations generated by the 45 Posts they published.

Jack Daniel’s Australia receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment on Brand Posts




Fri, May 29 at 4:30 AM EDT

Our family portrait.

Engagement Score


914 1,744 102 232 Positive

Thu, Apr 23 at 4:00 AM EDT

Thursday night shopping. Check.


Work hard. Think differently.

Engagement Score


860 1,991 85 124 Positive

Engagement Score


822 1,408 74 144 Positive




0 10 20 30 40 50

0 100 200 300 400 500

Photos

Plain Text

Links

Videos

Polls

Number of Posts

Engagement Score


0 5 10 15

0 100 200 300 400 500 600

Monday

Tuesday

Wednesd…

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Brand Posts - Analysis

Most of Jack Daniel’s Australia posts were Photos, and posts with Photos received the highest engagement.

Most of Jack Daniel’s Australia posts were published on Friday and posts on Thursday received the highest engagement.

Brand Post Types Days of the Week


0

1

2

3

4

5

6

7

8

9

10

Positive Neutral Negative Users posted a total of 72 Posts between

Apr 01, 2015 and Jun 30, 2015 on Jack

Daniel’s Australia's wall.

User Posts


Frequency

thanks 13

Jack Daniel’s Australia 12

Jack 10

Tay Kaka 9

jack daniels drinks 9


36%

64%


31%

8%

61%


User Posts - Engagement

Jack Daniel’s Australia responded to 26 conversations generated by the 73 Posts fans published.

Jack Daniel’s Australia appears to participate more when Fan conversations have greater positive vibes than negative.

Brand Responses Sentiment of User Posts


Analysis of Johnnie Walker Australia Facebook Page

Apr 01, 2015 - Jun 30, 2015

Brand Overview

Johnnie Walker Australia

Fans 135,119

New Fans 2,969

Fan Growth 2.25%

Country Australia

Demographics Mostly Young, Male and Attached.

Johnnie Walker Australia has 2,969 new Likes and an audience base of 135,119 fans who are mostly Young, Male and Attached.


Brand Overview

Posts

Brand User



Total Likes 27,916 Average Reply Time 2 days, 7 hrs


Total Shares 1,967

Johnnie Walker Australia had 24 new Posts.

Content & Campaigns





Fan Growth

105,000

110,000

115,000

120,000

125,000

130,000

135,000

140,000

Johnnie Walker Australia had a growth rate of 2.25% between Mar 31, 2015 and Jun 30, 2015.

Total Fans 135,119

New Fans 2,969


Engagement

0

200

400

600

800

1,000

1,200


Johnnie Walker Australia had an average engagement score of 903 and its highest was 1000.


Community Analysis

Johnnie Walker Australia fans are mostly Young, Male and Attached.

Johnnie Walker Australia fans are largely from Australia followed by United States.



83%

17%

male female

0% 20% 40% 60%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 50K 100K 150K

Australia

United States

Philippines

India

Taiwan

Thailand

Vietnam

Malaysia

Brazil

0

1

2

3 Johnnie Walker Australia posted a total of

24 Posts between Apr 01, 2015 and Jun 30,

2015.

Brand Posts


Frequency

Johnnie Walker Perfect Serve

7

Walking 3

journey 3

celebration 3

limited time 2


17%

83%


95%

0%

5%



Johnnie Walker Australia responded to 4 conversations generated by the 24 Posts they published.

Johnnie Walker Australia receives more positive than negative vibes from comments on their Posts.





Thu, Jun 11 at 10:00 PM EDT

In case you haven’t heard, in celebration of the 10th anniversary since its launch, Johnnie Walker G ..

Engagement Score


1,000 4,667 1,435 372 Positive


Blended from casks most finite and irreplaceable, the John Walker & Sons Private Collection 2015 Edi ..


An old legend reawakens. Johnnie Walker Green Label is back to celebrate the ten-year anniversary si ..

Engagement Score


1,000 4,482 711 296 Positive

Engagement Score


1,000 5,356 1,756 476 Positive




0 5 10 15 20 25

0 200 400 600 800 1,000

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 2 4 6 8 10

0 200 400 600 800 1,000 1,200

Monday

Tuesday

Wednesd…

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of Johnnie Walker Australia posts were Photos, and posts with Photos received the highest engagement.

Most of Johnnie Walker Australia posts were published on Sunday and posts on Monday received the highest engagement.



0

2

4

6

8

10

12

14


Apr 01, 2015 and Jun 30, 2015 on Johnnie

Walker Australia's wall.

User Posts


Frequency

Johnnie Walker bottles 23

Limited Edition Green Label

16

Limited Edition 13

mid-June 12

good times 12


40%

60%


41%

2%

57%



Johnnie Walker Australia responded to 18 conversations generated by the 45 Posts fans published.

Johnnie Walker Australia appears to participate more when Fan conversations have greater positive vibes than negative.



Analysis of Jim Beam Facebook Page

Apr 01, 2015 - Jun 30, 2015

Brand Overview

Jim Beam

Fans 258,945

New Fans 2,858

Fan Growth 1.12%

Country Australia

Demographics Not Available

Jim Beam has 2,858 new Likes and an audience base of 258,945 fans.

Jim Beam

Brand Overview

Posts

Brand User



Total Likes 27,402 Average Reply Time 1 day, 2 hrs, 32 mins


Total Shares 4,820

Jim Beam had 41 new Posts.

Content & Campaigns




Jim Beam

Fan Growth

200,000

210,000

220,000

230,000

240,000

250,000

260,000

270,000

Jim Beam had a growth rate of 1.12% between Mar 31, 2015 and Jun 30, 2015.

Total Fans 258,945

New Fans 2,858

Jim Beam

Engagement

0

200

400

600

800

1,000

1,200


Jim Beam had an average engagement score of 690 and its highest was 994.

Jim Beam

Community Analysis

Unmetric could not retrieve Demographic Profile Data for this brand.

Jim Beam fans are largely from Australia followed by United States.


Jim Beam

0%

Unknown

0% 50% 100%

Unknown

0% 20% 40% 60% 80% 100%

Unknown

0K 50K 100K 150K 200K 250K 300K

Australia

United States

New Zealand

United Kingdom

Indonesia

Philippines

India

Canada

Vietnam

Austria

0

1

2

3 Jim Beam posted a total of 41 Posts

between Apr 01, 2015 and Jun 30, 2015.

Brand Posts


Frequency

Jim Beam bottle 24

MakeHistory 15

family 10

good bottle shops 9

Head 5

Jim Beam

54%

46%


92%

5%

3%



Jim Beam responded to 22 conversations generated by the 41 Posts they published.

Jim Beam receives more positive than negative vibes from comments on their Posts.


Jim Beam


Jim Beam

Tue, May 12 at 3:00 AM EDT

How about a little slice of Beam?

Engagement Score


994 2,205 379 689 Positive

Thu, May 7 at 10:00 PM EDT

Want to join the family? Make it official by getting your name on a Jim Beam bottle at participating ..

Fri, Jun 19 at 2:00 AM EDT

Always a hit, never a miss.

Engagement Score


994 1,421 974 444 Positive

Engagement Score


993 1,324 474 678 Positive




0 10 20 30 40 50

0 200 400 600 800 1,000 1,200

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 5 10 15 20

0 200 400 600 800 1,000

Monday

Tuesday

Wednesd…

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of Jim Beam posts were Photos, and posts with Videos received the highest engagement.

Most of Jim Beam posts were published on Friday and posts on Friday received the highest engagement.


Jim Beam

0

1

2

3

4

5

6

7


Apr 01, 2015 and Jun 30, 2015 on Jim

Beam's wall.

User Posts


Frequency

Jim Beam 34

bottle 24

name 14

label 5

bourbon 4

Jim Beam

45%

55%


30%

6%64%



Jim Beam responded to 52 conversations generated by the 116 Posts fans published.

Jim Beam appears to participate more when Fan conversations have greater positive vibes than negative.


Jim Beam

Analysis of Wild Turkey Australia Facebook Page

Apr 01, 2015 - Jun 30, 2015

Brand Overview


Fans 311,302

New Fans 1,247

Fan Growth .40%

Country Australia

Demographics Mostly Older, Male and Attached.

Wild Turkey Australia has 1,247 new Likes and an audience base of 311,302 fans who are mostly Older, Male and Attached.


Brand Overview

Posts

Brand User



Total Likes 25,978 Average Reply Time 1 day, 43 mins


Total Shares 1,890

Wild Turkey Australia had 34 new Posts.

Content & Campaigns





Fan Growth

309,000

309,500

310,000

310,500

311,000

311,500

Wild Turkey Australia had a growth rate of 0.40% between Mar 31, 2015 and Jun 30, 2015.

Total Fans 311,302

New Fans 1,247


Engagement

0

100

200

300

400

500

600

700

800

900

1,000


Wild Turkey Australia had an average engagement score of 511 and its highest was 929.


Community Analysis

Wild Turkey Australia fans are mostly Older, Male and Attached.

Wild Turkey Australia fans are largely from Australia followed by United States.



65%

35%

male female

0% 20% 40% 60%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 100K 200K 300K

Australia

United States

New Zealand

United Kingdom

Ireland

Pakistan

India

Canada

Philippines

Congo

0

1

2

3 Wild Turkey Australia posted a total of 34

Posts between Apr 01, 2015 and Jun 30,

2015.

Brand Posts


Frequency

Wild Turkey 12

table 8

exclusive Russell’s Reserve Single

7

Single Barrel 6

unique Bourbon 6


35%

65%


85%

6%

9%



Wild Turkey Australia responded to 12 conversations generated by the 34 Posts they published.

Wild Turkey Australia receives more positive than negative vibes from comments on their Posts.





Tue, Jun 30 at 2:00 AM EDT

Turkey Fans, something big is coming to Australia, keep your eye on the page next month to hear news

..

Engagement Score


929 2,184 384 246 Positive


There are still a few bottles of Wild Turkey Diamond left. Get in quick - they won't last. Find a bo ..

Fri, Jun 5 at 10:19 PM EDT

In case you missed the news... Jimmy and Eddie Russell will be in Australia next month for two speci ..

Engagement Score


906 2,186 353 189 Positive

Engagement Score


854 2,696 147 134 Positive




0 5 10 15 20 25 30 35

0 100 200 300 400 500 600

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 2 4 6 8 10

0 200 400 600 800

Monday

Tuesday

Wednesd…

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of Wild Turkey Australia posts were Photos, and posts with Photos received the highest engagement.

Most of Wild Turkey Australia posts were published on Wednesday and posts on Monday received the highest engagement.



0

1

2

3


Apr 01, 2015 and Jun 30, 2015 on Wild

Turkey Australia's wall.

User Posts


Frequency

Bird 4

Turkey 4

diamond 3

bottle 3

hand 2


58%

42%


32%

16%

52%



Wild Turkey Australia responded to 18 conversations generated by the 31 Posts fans published.

Wild Turkey Australia appears to participate more when Fan conversations have greater positive vibes than negative.



Analysis of American Honey Australia Facebook Page

Apr 01, 2015 - Jun 30, 2015

Brand Overview


Fans 146,007

New Fans -1,311

Fan Growth -.89%

Country Australia

Demographics Mostly Older, Male and Attached.

American Honey Australia has -1,311 new Likes and an audience base of 146,007 fans who are mostly Older, Male and Attached.

• American Honey

Brand Overview

Posts

Brand User



Total Likes 2,366 Average Reply Time 2 days, 17 hrs, 54 mins

Total Comments 382 General Sentiment Positive

Total Shares 940

American Honey Australia had 21 new Posts.

• American Honey Australia

Content & Campaigns




Fan Growth

145,000

145,500

146,000

146,500

147,000

147,500

American Honey Australia had a growth rate of -0.89% between Mar 31, 2015 and Jun 30, 2015.

• American Honey Australia

Total Fans 146,007

New Fans -1,311

Engagement

0

100

200

300

400

500

600

700

800

900

1,000


American Honey Australia had an average engagement score of 381 and its highest was 923.

• American Honey

Community Analysis

American Honey Australia fans are mostly Older, Male and Attached.

American Honey Australia fans are largely from Australia followed by United States.



0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30%

Single

In a Relationship

Engaged

Married

0K 50K 100K 150K

Australia

United States

New Zealand

United Kingdom

Indonesia

India

Canada

Ireland

Philippines

Jamaica

0

1

2 American Honey Australia posted a total of

21 Posts between Apr 01, 2015 and Jun 30,

2015.

Brand Posts

• American Honey


Frequency

American Honey 9

Honey 4

glass 4

colder 3

place 2

19%

81%


88%

12%

0%



American Honey Australia responded to 4 conversations generated by the 21 Posts they published.

American Honey Australia receives more positive than negative vibes from comments on their Posts.





Wed, Apr 8 at 4:00 AM EDT

Big thanks to Peter Swallow for this recipe!

Instructions: Mix up the marinade and put the chicken ..

Engagement Score


923 221 67 294 Positive

Wed, May 20 at 4:30 AM EDT

1. Put chicken breasts, skin side up in a small baking dish and season with salt and pepper.

2. Sque ..

Tue, Apr 21 at 4:00 AM EDT

Wondering how to stay warm as it gets colder? We recommend an American Honey Hot Toddy!

Engagement Score


897 233 60 255 Positive

Engagement Score


647 202 65 89 Positive




0 5 10 15 20 25

0 100 200 300 400 500

Photos

Plain Text

Links

Videos

Polls

Number of Posts

Engagement Score


0 1 2 3 4 5 6

0 200 400 600 800

Monday

Tuesday

Wednesd…

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of American Honey Australia posts were Photos, and posts with Photos received the highest engagement.

Most of American Honey Australia posts were published on Wednesday and posts on Wednesday received the highest engagement.



0

1

2


Apr 01, 2015 and Jun 30, 2015 on American

Honey Australia's wall.

User Posts

• American Honey


Frequency

American honey 2

good 1

few others 1

honest 1

same 1

100%

0%


100%

0%0%



American Honey Australia responded to 2 conversations generated by the 2 Posts fans published.

American Honey Australia appears to participate more when Fan conversations have greater positive vibes than negative.



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