Alcoholic Beverage Advertiser Trends

Per Sensor Tower data, Meta’s ad network represented the top channel leveraged by advertisers within the Alcoholic Beverages vertical in 1Q24, representing ~58% of total US ad spend between Instagram (30%) and Facebook (28%).

• OTT (17%), YouTube (13%), Pinterest (4%), Desktop Video (3%), Snapchat (1%) and TikTok (1%) made up the rest of US ad spend by advertisers in this vertical

On Instagram, the majority (50%) of US ad spend by alcoholic beverages advertisers was allocated towards video posts, compared to 17% for Stories, 16% for Reels, 16% for Photos and 1% for Others

• The broader popularity of short-form video has propelled engagement on Instagram via its Reels offering, and in turn, advertising volume on this surface. Sensor Tower data shows that Reels gained the most share of US alcoholic beverage advertiser spend on Instagram in 1Q24, up 7pps YoY, compared to +2pps for Video posts, -1pps for Others, -3pps for Photo posts and -5pps for Story posts

The top five advertisers within the alcoholic beverages vertical by US ad spend have significantly decreased spend on X, with some ceasing spend altogether on the ad network amidst continued controversy and platform technical issues in the post-acquisition era. Per Sensor Tower data, only Molson Coors allocated a fraction (~1%) of its ad budget towards X in 1Q24, while the others (Anheuser-Busch, Grupo Modelo, Diageo and Mark Anthony Brands International) didn’t spend at all on the platform

• This represents a material difference from 1Q23 when Anheuser-Busch (15%), Grupo Modelo (4%), Molson Coors (3%) and Diageo (2%) all were still spending on X to reach consumers