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Alcohol advertisers are fleeing the Twitter nest

April 23, 2018 / Seb Joseph

Alcohol advertisers Bacardi and Pernod Ricard’s Beefeater are abandoning Twitter. More than 4 in 10 (42 percent) of the top 100 major spirits and liqueur accounts on Twitter have not posted at all within the past month, according to a study from drinks specialist marketing agency YesMore Agency. Almost a third (32 percent) of the advertisers surveyed have not posted within the past three months, while a fifth (21 percent) have not posted in a year or more, according to the report. A quick check bears this out anecdotally. The global account for Beefeater gin last posted to Twitter on March 20, 2017, while accounts for Bacardi, Grey Goose, Smirnoff Europe and Baileys have each posted three or less times to the site since the start of 2018. While some brands have jumped to other platforms or focused their online efforts away from social media, the report found many have “simply gone” without any notice or suggestion to followers that they might like to find the brand el...