The IAB Digital Mixology Playbook: insights from the alcoholic beverage industry

This report guides users through the alcoholic beverage industry, looking at the state of the business, the marketing opportunities, with particular focus on millennials, and best practice case studies.
  • Alcoholic beverages have only just received the go-ahead to advertise on TV at a time when their consumer base is deeply entrenched in digital.
  • Straddled with regulatory constraints, the alcoholic beverage business is at a crossroads as it faces a dynamic new digital market led by millennials, while the industry allocates a bulk of its budget to TV.
  • Millennials are so intrinsically connected to devices, that they rank 'technology use' as the single biggest attribute that makes their generation unique; by 2021, they will make up 40% of the US population.
  • An industry that is social in...

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