social media report - liquor brands may 2016

May 1st – May 31st 2016

Top Liquor Brands on Social Media

Comparison of

Liquor Brands (India Region)

Facebook Pages

May 01, 2016 - May 31, 2016

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Kingfisher Beer had the largest fan base of 7,351,993 while Johnnie Walker India(IN) showed the highest fan growth of 2.20%.

-0.5%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K 7,000K 8,000K

Gro

wth

%

Number of Fans

Signature Budweiser India(IN) Jack Daniels India Royal Challenge Smirnoff India Vodka(IN)

Fosters Kingfisher Beer Bacardi Mixxxology(IN) McDowell's No. 1 Johnnie Walker India(IN)

Fans

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Royal

Challenge

Smirnoff India

Vodka(IN)

Johnnie Walker

India(IN)

Jack Daniels

India

Budweiser

India(IN)

Bacardi

Mixxxology(IN)

Fosters McDowell's No.

1

Kingfisher

Beer

Signature

Countries < 2% Nigeria Malaysia Other Countries India Countries < 2% Nigeria Malaysia Other Countries India

Fans - Geography

McDowell's No. 1 had the highest PTAT of 23.46% as a percentage of its average number of Fans during this time period.

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K 7,000K 8,000K

Pe

op

le t

alk

ing a

bo

ut (a

s %

of

Fa

ns)

Average Number of Fans

Budweiser India(IN) Signature Smirnoff India Vodka(IN) Royal Challenge Jack Daniels India

Fosters Kingfisher Beer Bacardi Mixxxology(IN) Johnnie Walker India(IN) McDowell's No. 1

Conversations

Royal Challenge published the greatest number of posts (225). Johnnie Walker India(IN) had the highest average engagement,

with a score of 801.

0 50 100 150 200 250

0 100 200 300 400 500 600 700 800 900

Signature

Budweiser …

Jack Daniels …

Royal Challenge

Smirnoff India …

Fosters

Kingfisher Beer

Bacardi …

McDowell's …

Johnnie …

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

Kingfisher Beer received the most number of Likes (129,727) and the most number of Comments (915) while Johnnie Walker

India(IN) had the most number of Shares (5,390).

0K 20K 40K 60K 80K 100K 120K 140K

Budweiser India(IN)

Signature

Smirnoff India Vodka(IN)

Royal Challenge

Jack Daniels India

Fosters

Kingfisher Beer

Bacardi Mixxxology(IN)

Johnnie Walker India(IN)

McDowell's No. 1

Likes Comments Shares

Engagement Breakdown

Engagement – Promoted vs Organic

Most Engaging Brand Posts Johnnie Walker India(IN)

12-MAY-16, THU 10:01AM

Have you tried the exciting and flavoursome

Johnnie Ginger cocktail yet? #RedLabel

ENGMT. LIKES COMMENTS SHARES SENTIMENT

1,000 80,117 329 2,273 Neutral

Jack Daniels India

15-MAY-16, SUN 9:52AM

Get the Limited Edition D150 Jack

Daniel’s backpack, every time you spend

$70 or more on the Jack Da ..

McDowell's No. 1

19-MAY-16, THU 8:47AM

The upcoming #DDvsRCB match on 22nd

May got more exciting! Rannvijay Singh

Singha, Raghu Ram, Rajiv, ..


997 11,496 106 619 Uncategorized


986 12,512 30 9 Positive

http://www.facebook.com/206758792319/posts/10154188097722320


















Most Engaging Brand Posts Budweiser India(IN)

05-MAY-16, THU 10:50AM

We don’t do easy. It’s a matter of principle.

#ThisBudsForYou


978 11,002 115 1,000 Uncategorized


13-MAY-16, FRI 7:29AM

Let’s celebrate #WorldCocktailDay with

these signature #Smirnoff cocktail

recipes by our brand ambas ..

Jack Daniels India

04-MAY-16, WED 10:30AM

Stand out by being yourself. #150years


934 1,707 21 1,343 Uncategorized





















Kingfisher Beer's Facebook Page saw the highest number of Fan posts (189).

0 20 40 60 80 100 120 140 160 180 200

Signature

Budweiser India(IN)

Jack Daniels India

Royal Challenge


Fosters

Kingfisher Beer

Bacardi Mixxxology(IN)

McDowell's No. 1


Number of Fan Posts

Fan Posts

Johnnie Walker India(IN) received the highest percentage of Positive Sentiment (63.00%).

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

Signature

Budweiser India(IN)

Jack Daniels India

Royal Challenge

Fosters

Kingfisher Beer


Negative Neutral Positive

Sentiment Analysis

Fosters responded to the highest percentage of Fan posts (16.67%).

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

0 500 1000 1500 2000 2500 3000 3500 4000

% o

f F

an

Po

sts

Bra

nd

Re

sp

on

de

d t

o

Average Response Time (mins)

Signature Budweiser India(IN) Jack Daniels India Royal Challenge Fosters Kingfisher Beer Johnnie Walker India(IN)

Brand Responses

Royal Challenge published the most with 225 posts.

59%

1%

2%

7%

10%

6%

8%

0%

6%

1%

Royal Challenge Budweiser India(IN) Fosters Johnnie Walker India(IN) McDowell's No. 1

Kingfisher Beer Signature Bacardi Mixxxology(IN) Jack Daniels India Smirnoff India Vodka(IN)

Share Of Voice – Volume of Posts

Kingfisher Beer received the largest volume of Likes (129,727), among the brands studied.

2%

3%

2%

32%

6%

38%

2%

0% 14%

1%



Share Of Voice – Likes

Kingfisher Beer received the largest volume of Comments (915), among the brands taken up for study.

1%

5% 3%

23%

12% 36%

7%

0% 12%

1%



Share Of Voice – Comments

Johnnie Walker India(IN) received the largest volume of Shares (5,390), among the brands analyzed.

0%

8% 1%

42%

5%

6%

6% 0%

21%

11%



Share Of Voice – Shares

During this time period, #No1Yaari Contest was the most engaging run by McDowell's No. 1. McDowell's No. 1 published the

most (26) in its #No1Yaari Contest campaign.

0 5 10 15 20 25 30

0 200 400 600 800 1000 1200

#SignatureStartUp(Signature)

#BudweiserSensation(Budweiser India(IN))

#SmirnoffICE(Smirnoff India Vodka(IN))

#DaaaaamnColdChuckle(Fosters)

#KFBowlOut 2016(Kingfisher Beer)

#BLCC(Bacardi Mixxxology(IN))

#No1Yaari Contest(McDowell's No. 1)

Hipcask Cocktail Festival(Johnnie Walker …

Number of Posts

Engagement Score


Campaign Comparison





Create Your Free




Analysis of

Budweiser India Facebook Page

May 01, 2016 - May 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

875,493 4,486 .52% India Mostly Young, Male and

Single

Budweiser India

Engagement Score Total Fan Posts

619 12

Total Posts Brand Response Rate

4 0.00%

Total Likes Avg. Reply Time

11,054 0 sec

Total Comments General Sentiment

123 Neutral

Total Shares

1,015

Most Engaging Content Type

Ad Campaigns

Least Engaging Content Type

Brand Sponsored Event

Most Prolific Content Type

Ad Campaigns

Most Engaging Campaign

UNITE 2015

Most Recent Campaign

#BudCode

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

867K

868K

869K

870K

871K

872K

873K

874K

875K

876K

30-Apr 7-May 14-May 21-May 28-May

Fan Growth

Total Fans

875,493

New Fans

4,486

Engagement

0

250

500

750

1,000

1,250

1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May

Budweiser India had an average engagement score of 619 and a highest of 978.

Community Analysis

Budweiser India fans are mostly Young, Male and Single Budweiser India fans are largely from India followed by United

States.

Fan Demographics Distribution of Fans

90%

10%

male female

0% 50% 100%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40% 50%

Single

In a Relationship

Engaged

Married

UnKnown

0K 200K 400K 600K 800K 1,000K

India

United States

Germany

Italy

United Arab Emirates

Indonesia

Japan

Philippines

Australia

0

0

0

1

1

1

1

1-May 8-May 15-May 22-May 29-May

Brand Posts

Top keywords used Frequency

ThisBudsForYou 2

first time 1

Experience music 1

matter 1

hard way 1

34%

33%

33%

Posititve Negative Neutral

Brand Posts - Engagement

Budweiser India receives more negative than positive vibes from comments on their Posts.

Sentiment of Brand Posts

Most Engaging Brand Posts

05-MAY-16, THU 10:50AM

We don’t do easy. It’s a matter of principle.

#ThisBudsForYou


978 11,002 115 1,000 Uncategorized

18-MAY-16, WED 8:12AM

Experience music brewed the hard way.

'Don't Let Daddy Know' for the first time in

India.

#ThisBudsF ..

16-MAY-16, MON 10:00AM

Slow makes perfect. Take it from a beer

that’s been doing this for 140 years.

#ThisBudsForYou #Brewe ..


22 19 5 8 Negative


19 23 3 7 Positive

NO IMAGE NO IMAGE NO IMAGE



















Brand Posts - Analysis

Brand Post Types Days of the week

0 1 2 3 4

0 200 400 600 800

Videos

Photos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 1 2

0 200 400 600 800 1,000 1,200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Budweiser 4

complete loss 1

job consultant

Chandigarh

1

huge financial

incentives

1

Hair Growth Special 1

User Posts

0

1

1

2

2

3

3

4

1-M

ay

2-M

ay

3-M

ay

4-M

ay

5-M

ay

6-M

ay

7-M

ay

8-M

ay

9-M

ay

10

-Ma

y

11

-Ma

y

12

-Ma

y

13

-Ma

y

14

-Ma

y

15

-Ma

y

16

-Ma

y

17

-Ma

y

18

-Ma

y

19

-Ma

y

20

-Ma

y

21

-Ma

y

22

-Ma

y

23

-Ma

y

24

-Ma

y

25

-Ma

y

26

-Ma

y

27

-Ma

y

28

-Ma

y

29

-Ma

y

30

-Ma

y

31

-Ma

y

Positive Neutral Negative

Budweiser India appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Sentiment

36%

0%

64%


Campaign Intel – 3 most recent campaigns

Entire Campaign

0 1 2 3 4 5 6 7 8 9

0 100 200 300 400 500 600 700

#BudweiserSensation

Budweiser BASS CAMP Festival Delhi

Grub Fest

Number of Posts

Engagement Score


This is an analysis of campaigns run by Budweiser not restricted to the time period under study

Analysis of

Jack Daniels India Facebook Page

May 01, 2016 - May 31, 2016

Brand Overview


413,395 145 .04% India Mostly Young, Male and

Single

Jack Daniels India


668 1


22 0.00%


47,443 0 sec


299 Negative

Total Shares

2,662


Brand Overview

412K

412K

412K

413K

413K

413K

413K

413K

414K


Fan Growth

Total Fans

413,395

New Fans

145

Engagement

0

250

500

750

1,000


Jack Daniels India had an average engagement score of 668 and a highest of 910.

Community Analysis

Jack Daniels India fans are mostly Young, Male and Single Jack Daniels India fans are largely from India followed by United

States.


92%

8%

male female

0% 20% 40% 60% 80%

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 400K 500K

India

United States


United Kingdom

Philippines

Australia

Qatar

Canada

Saudi Arabia

0

1

1

2

2

3

3

4

4

5


Brand Posts


150years 13

Jack Daniel Distillery 5

Lynchburg 4

http://bit.ly/1XsvFsm 3

Bangalore 3

60%

0%

40%



Jack Daniels India receives more positive than negative vibes from comments on their Posts.

Sentiment of Brand Posts


15-MAY-16, SUN 9:52AM

Get the Limited Edition D150 Jack Daniel’s

backpack, every time you spend $70 or

more on the Jack Da ..



04-MAY-16, WED 10:30AM

Stand out by being yourself. #150years

11-MAY-16, WED 10:30AM

Even as the seasons change, Jack remains.

#150years


























0 5 10 15 20

0 200 400 600 800

Photos

Plain Text

Videos

Links

Polls

Number of Posts

Engagement Score


0 2 4 6 8 10

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



work 1

morning 1

User Posts

0

0

0

1

1

1

1

1-M

ay

2-M

ay

3-M

ay

4-M

ay

5-M

ay

6-M

ay

7-M

ay

8-M

ay

9-M

ay

10

-Ma

y

11

-Ma

y

12

-Ma

y

13

-Ma

y

14

-Ma

y

15

-Ma

y

16

-Ma

y

17

-Ma

y

18

-Ma

y

19

-Ma

y

20

-Ma

y

21

-Ma

y

22

-Ma

y

23

-Ma

y

24

-Ma

y

25

-Ma

y

26

-Ma

y

27

-Ma

y

28

-Ma

y

29

-Ma

y

30

-Ma

y

31

-Ma

y


Analysis of

Johnnie Walker India Facebook Page

May 01, 2016 - May 31, 2016

Brand Overview


617,932 13,328 2.20% India Mostly Young, Male and

Attached.

Johnnie Walker India


801 8


24 0.00%


108,232 0 sec


598 Positive

Total Shares

5,390


#KeepWalking


#NEXTSTEP


Brand Overview

CONTENT & CAMPAIGNS

595K

600K

605K

610K

615K

620K


Fan Growth

Total Fans

617,932

New Fans

13,328

Engagement

0

250

500

750

1,000

1,250


Johnnie Walker India had an average engagement score of 801 and a highest of 1000.

Community Analysis

Johnnie Walker India fans are mostly Young, Male and Attached. Johnnie Walker India fans are largely from India followed by Saudi

Arabia.


94%

6%

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 400K 500K 600K 700K

India

Saudi Arabia

United States

Oman

Bahrain

Brazil

South Africa

Hong Kong

Bangladesh

0

1

1

2

2

3


Brand Posts


RedLabel 5

JohnnieWalker 3

BlackLabel 3

BlueLabel 2

ready 2

0%

100%

Brand Participation Brand Non Participation

33%

0%

67%



Johnnie Walker India responded to 0 conversations generated by

the 24 Posts they published.

Johnnie Walker India receives more positive than negative vibes

from comments on their Posts.

Brand Responses Sentiment of Brand Posts


12-MAY-16, THU 10:01AM

Have you tried the exciting and flavoursome

Johnnie Ginger cocktail yet? #RedLabel


1,000 80,117 329 2,273 Neutral

15-MAY-16, SUN 4:22AM

A celestial hue and a breath-taking view.

#JohnnieWalker

30-MAY-16, MON 9:20AM

When sweetness and smokiness perfectly

complement each other to give a great

flavour experience. #Bl ..


























0 5 10 15 20 25

0 200 400 600 800 1,000 1,200

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score


0 1 2 3 4 5 6

0 200 400 600 800 1,000 1,200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Johnnie Walker 3

U r 1

Choicest Scotch

Whisky

1

Odisha 1

JKRAO 1

User Posts

0

1

1

2

2

3

1-M

ay

2-M

ay

3-M

ay

4-M

ay

5-M

ay

6-M

ay

7-M

ay

8-M

ay

9-M

ay

10

-Ma

y

11

-Ma

y

12

-Ma

y

13

-Ma

y

14

-Ma

y

15

-Ma

y

16

-Ma

y

17

-Ma

y

18

-Ma

y

19

-Ma

y

20

-Ma

y

21

-Ma

y

22

-Ma

y

23

-Ma

y

24

-Ma

y

25

-Ma

y

26

-Ma

y

27

-Ma

y

28

-Ma

y

29

-Ma

y

30

-Ma

y

31

-Ma

y


Johnnie Walker India responded to 0 conversations generated by

the 8 Posts fans published.

Johnnie Walker India appears to participate more when Fan

conversations have greater positive vibes than negative.


Brand Responses Sentiment

0%

100%


62% 13%

25%



Entire Campaign

0 1 2 3 4 5 6 7 8 9

0 100 200 300 400 500 600 700

Hipcask Cocktail Festival

#DrinkResponsibly

#DateWithDad 2015

Number of Posts

Engagement Score


(Not limited to the period surveyed here)

Analysis of

Kingfisher Beer Facebook Page

May 01, 2016 - May 31, 2016

Brand Overview


7,351,993 24,143 .33% India Mostly Young, Male and

Single

Kingfisher Beer


174 185


24 0.00%


129,727 0 sec


915 Neutral

Total Shares

807


Kingfisher Strong Kings of

Speed Nites parties


DJ Tiesto


Brand Overview

CONTENT & CAMPAIGNS

7,310K

7,315K

7,320K

7,325K

7,330K

7,335K

7,340K

7,345K

7,350K

7,355K


Fan Growth

Total Fans

7,351,993

New Fans

24,143

Engagement

0

250

500

750

1,000


Kingfisher Beer had an average engagement score of 174 and a highest of 749.

Community Analysis

Kingfisher Beer fans are mostly Young, Male and Single Kingfisher Beer fans are largely from India followed by United Arab

Emirates.


89%

11%

male female

0% 20% 40% 60% 80%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 20% 40% 60%

Single

In a Relationship

Engaged

Married

UnKnown

0K 2,000K 4,000K 6,000K 8,000K

India


United States

Pakistan

Bangladesh

Saudi Arabia

United Kingdom

Nepal

Canada

Hungary

0

1

2

3

4

5

6


Brand Posts


UnitedByGoodTimes 10

Kingfisher Premium Bowl 8

Royal Challengers

Bangalore

6

Formula One Team 5

Sahara Force India

Formula

5

12%

88%



Kingfisher Beer responded to 3 conversations generated by the 24 Posts they published.

Brand Responses


30-MAY-16, MON 3:19AM

The #MonacoGP comes to a thrilling close

with another podium finish for the Sahara

Force India Formu ..



17-MAY-16, TUE 6:04AM

The #MumbaiEdition of #KFBowlOut is going

LIVE on our page! Tune in NOW to watch

fans bowl to your f ..

13-MAY-16, FRI 5:21AM

Celebrate cricket with Kingfisher! Send

celebration selfies of you and your friends

in the comments ..


























0 5 10 15 20

0 50 100 150 200 250

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 2 4 6 8 10

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Kingfisher 33

investment 11

registration fee 8

part time 8

RCB 7

User Posts

0

2

4

6

8

10

12

14

1-M

ay

2-M

ay

3-M

ay

4-M

ay

5-M

ay

6-M

ay

7-M

ay

8-M

ay

9-M

ay

10

-Ma

y

11

-Ma

y

12

-Ma

y

13

-Ma

y

14

-Ma

y

15

-Ma

y

16

-Ma

y

17

-Ma

y

18

-Ma

y

19

-Ma

y

20

-Ma

y

21

-Ma

y

22

-Ma

y

23

-Ma

y

24

-Ma

y

25

-Ma

y

26

-Ma

y

27

-Ma

y

28

-Ma

y

29

-Ma

y

30

-Ma

y

31

-Ma

y


Kingfisher Beer appears to participate more when Fan conversations have greater positive vibes than negative.


Sentiment

25%

1%

74%



May 01, 2016 - May 31, 2016 Entire Campaign

0

5

10

15

20

25

30

35

#KFBowlOut 2016

En

ga

ge

me

nt S

co

re


0 5 10 15

0 200 400 600 800 1000

#KFBowlOut 2016

#KFcelebratesCricket

#KF360Cities

Number of Posts

Engagement Score






Create Your Free




Analysis of

Smirnoff India Vodka Facebook Page

May 01, 2016 - May 31, 2016

Brand Overview


858,936 -908 -.11% India Mostly Older, Male and

Attached.

Smirnoff India Vodka


441 0


5 0%


2,098 0 sec


27 NO User Post For TimePeriod

Total Shares

1,402

Most Engaging Content Type

Cocktail Recipes

Least Engaging Content Type

Photos

Most Prolific Content Type

Cocktail Recipes


Drink of the week


Party Tip of the day


Brand Overview

CONTENT & CAMPAIGNS

856K

857K

857K

858K

858K

859K

859K

860K

860K

861K


Fan Growth

Total Fans

858,936

New Fans

-908

Engagement

0

250

500

750

1,000


Smirnoff India Vodka had an average engagement score of 441 and a highest of 934.

Community Analysis

Smirnoff India Vodka fans are mostly Older, Male and Attached. Smirnoff India Vodka fans are largely from India followed by United

States.


89%

11%

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 200K 400K 600K 800K 1,000K

India

United States

Canada

Philippines

Bangladesh

Germany

Bahrain


Indonesia

Bulgaria

0

0

0

1

1

1

1


Brand Posts


Smirnoff 3

easy 1

make cocktail 1

summer 1

Cool 1


13-MAY-16, FRI 7:29AM

Let’s celebrate #WorldCocktailDay with

these signature #Smirnoff cocktail recipes

by our brand ambas ..


934 1,707 21 1,343 Uncategorized

07-MAY-16, SAT 8:00AM

The classic made with #Smirnoff!

05-MAY-16, THU 8:00AM

Fresh berries and #Smirnoff!


79 210 2 24 Uncategorized


58 126 2 20 Uncategorized






















0 1 2 3 4 5 6

0 100 200 300 400 500

Photos

Plain Text

Links

Videos

Polls

Number of Posts

Engagement Score


0 1 2

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Most of Smirnoff India Vodka posts were around 'Cocktail Recipes', and posts around 'Cocktail Recipes' received the highest

engagement.

Content Intel

0 1 2 3 4 5

0 100 200 300 400 500 600

Photos

Cocktail Recipes

Others

Number of Posts

Engagement Score



Entire Campaign

0 5 10 15 20 25

0 50 100 150 200 250 300 350 400 450 500

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