Whether it’s videos, mobile apps or social media, the digital world has become fully integrated into the lives of many consumers. Although still a curious area for marketers, digital marketing has benefited the beverage industry, notes Chris Lowery, president and chief strategist at Chase Design Group, South Pasadena, Calif.
“Beverage has been ahead of the game in digital marketing due to constraints in other communication, especially the liquor industry,” he says. “As a result, the level of digital outreach has exceeded many other consumer product sectors.”