Turning Sports Fandom into Beverage Sales: Local Social Advertising for Winning Trade Partnerships
The U.S. alcoholic beverage market has embarked on a remarkable journey, poised to exceed $2 billion by 2031. Worldwide, the market is expected to grow by 5.42% annually. This surge is not only driven by consumer demand but also by a significant shift in preferences. In 2022, spirits sales exceeded beer sales for the first time in two decades, marking a turning point in the industry. It’s evident that the landscape is evolving, and with it, the need for marketers to find a competitive edge.
Turning Sponsorships Into Sales
One pivotal factor contributing to this transformation is the strong connection between sporting events and on-premise visits. According to the Alcohol Marketing Partnerships Report 2023, alcoholic beverage brands spent a staggering $480 million in sponsorship dollars during the 2022–23 season across major sports leagues. This isn’t just about visibility; it’s about actively engaging with consumers where they’re most passionate.
Yet, it’s not enough to plaster a logo in a stadium or run a national ad campaign. The next critical step is connecting these sponsorships directly to where sales happen: at the point of purchase. That’s where local social advertising comes into play. By using localized social ad campaigns, brands can harness team spirit and lead fans directly to nearby venues where they can enjoy the camaraderie of the event and, more importantly, buy the product. For example, a fan seeing a hyper-localized ad on their phone can be directed to the nearest pub that is showing the big game and serving their favorite sponsored beverage.
How Beverage Brands and Trade Partners Unite for Success
A local social advertising strategy forges a stronger alliance between brands and their trade partners, like bars, restaurants, and pubs, which are essential for driving sales. In essence, you’re not just selling a drink; you’re selling an entire experience built around a shared passion for sports. This kind of synergy does more than drive sales; it creates brand loyalty among consumers and solidifies relationships with trade partners. A beverage brand’s triumph isn’t a solo act; it’s a team effort. While your brand’s strength is vital, it’s your trade partners who serve, sell, and connect with your target consumers on a personal level.
In a market as competitive as alcoholic beverages, it’s no longer just about whose ad was seen by more people. It’s about whose product is in the right place at the right time, supported by the right local partners. Through localized social advertising promoting sports sponsorships, brands and their trade partners can gain the benefits of national awareness and local fan support.
Ready to learn more? Our latest playbook, “Converting Cheers to Sales: A Social Advertising Playbook for Beverage Marketers to Boost On-Premise Sales,” reveals the global impact of sports for on-premise, how to make the most of your sponsorship dollars with local social advertising, and how to localize social advertising (even in highly regulated regions). Learn how local social advertising enables your brand to secure trade partner loyalty, become the local fan favorite, and unlock exponential sales.