Alcohol companies are using social media to boost their sales by linking to sporting success. Sports and drinking have always had a good relationship between one another. Researchers say that “Social media is a really powerful form for going beyond just passive recipients of communication messages to really be able to interact and engage.”
The brands usea range of mediums from smartphone apps all the way to celebrity endorsements and promotional items to engage with consumers and gain access to their extended social networks. Social media, if anything, is making the connection between sports and drinking stronger.