Alcohol brands excited about Twitter age verification

Twitter and Buddy Media has launched a free tool designed to help alcohol brands market only to people of legal drinking age.

Jack Daniel’s, Jim Beam, and MillerCoors’ Coors Light and Miller Lite have served as the testing group. Now that the program is public, any advertiser can go ahead and add the restrictions onto their Twitter account.

When users attempt to follow a beer, wine or spirit brand on the social site, they will automatically receive a direct message on Twitter from the company, directing them to an age screening page. If they give an age that meets the requirement of their local drinking law, the consumers will be able to follow alcohol brands.

The age-supplying process is a one-time deal, so users don’t have to continually enter their birth date to follow each new brand

“Many brands have asked for a way to screen the age of their followers on Twitter,” Buddy Media CEO Michael Lazerow said in a blog entry.

Andrea Javor, a digital exec for Jim Beam, insisted that the company can now use Twitter better as a marketing platform without worrying as much about attracting underage drinkers.

“So now that we have this, I think you will see a lot more activity from us across all of our brands,” she said. “I think you’ll see us doing more of the Promoted Tweets andPromoted Trends and other advertising on Twitter. We know that our [of-age] consumers are there. We know we need to be there.”

 

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Manager

James Eadie Ltd
London, UK

Wine Ambassador Role

Ramón Bilbao UK
London, UK

Fine Wine Logistics Coordinator

IG Wines
London, UK

Sales Manager

Top Selection
London, UK

Assistant Retail Manager

The Whisky Exchange
London, UK

Marketing Manager

Ellis Wines
Hanworth, Middx, GB

Commercial Analyst

ATOM Group
Tunbridge Wells, UK

Customer Service Executive

Marussia Beverages
Marylebone, London, UK

HR Administrator

Amathus Drinks PLC
London, UK

Trade Marketing Manager

Australian Vintage Limited
Croydon, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more