12
Beverage Media
February 2013
L2 Rates Spirits’ Digital IQ
L2
, a think tank for digital brand activation that brings
together leaders in both academia and industry, has
released a report rating spirits companies. The “2013
Digital IQ Index: Spirits” study focused on the digital
performance of 69 prestige spirit brands, ranking them as
Genius, Gifted, Average, Challenged or Feeble. Digi-
tal competence was measured across more than 675
data points in four
dimensions: site,
digital marketing,
social media and
mobile. Absolut,
Beam and Bacardi
tied for the top spot.
Visit
L2thinktank.
com/research/spir-
its-2013
for access
to the full report
as well as insights
about regulatory
hurdles and more.
THE
CONNECTION
THE
CONNECTION
Join The (Canadian) Club
Beam and
Canadian Club
want male
drinkers to “Join the Club.” Digitally, that
is. Video segments viewable on Facebook
and digital media
star the brand’s
new bass voice,
the “Canadian Club
Chairman.” He
imparts “Whisky
Wisdom” to live by,
like “Drafts are best
suited to fantasy
football. Order a
Canadian Club
Whisky.” He also
educates about the
popularity of Cana-
dian Club in Ameri-
can speakeasies
during Prohibition.
Facebook.com/
CanadianClub
or
canadianclub.com
bevnetwork.com
SUPPORT IS JUST A
CLICK
AWAY
Tidal Wave To Engage On-Premise
Many bars and restaurants use social media to varying de-
grees. One on-premise owner, Ralph Cestone, president
of Club 4/Sixty/6 in West Orange, NJ, wanted to do more
than gather fans of his business on Facebook. He wanted
an app that could help him engage with potential custom-
ers and to know how many guests to expect.
Tidal Wave
for Facebook offers a low, monthly cost for its social media
marketing applications and is easy to use. Cestone par-
ticularly liked that his guest list, which allows free entry to
ladies and discounted cover to men when they sign up for
Friday or Saturday night, could be edited to
meet ongoing needs. Being better prepared
in terms of staffing and food and drink
stock helps keep things running smoothly
and profitably. To learn more about Tidal
Wave’s capabilities for on-premise, visit
tidalwaveapp.com.
Trinchero Wine Educator
Unlocks New Audience
Engagement Tool
Barry Wiss,
Trinchero Family Estate
’s
VP of trade relations, loves helping
beverage professionals prepare
for the Certified Wine Special-
ist and Certified Wine Educator
exams. Wiss (a CWE himself) leads seminars
around the globe, utilizing hundreds of PowerPoint
slides in day-long sessions. Looking for a way
to keep his audience more engaged, Wiss found
Turning Point
Interactive PowerPoint Software, an
audience response sytem that enables instructors
to embed questions into their presentations. Wiss
splits his audience into two teams, and after going
over a subject, presents 25 questions which the
students answer via a Re-
sponseCard keypad or
mobile device. Trinchero
now has 150 keypads to
engage students.
turningtechnologies.com
TOP 10 CHART
RANK BRAND
SCORE
1
Absolut
Genius
1
Bacardi
Genius
1
Jim Beam Genius
4
Johnnie Walker Gifted
5
Smirnoff
Gifted
6
Hennessy
Gifted
7
Maker’s Mark Gifted
7
Sailor Jerry
Gifted
9
Jack Daniel’s Gifted
10
Grey Goose Gifted
WHAT'S
NEW IN THE
DIGITAL
REALM
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