10 minutes Reading time
20 pages Length
Updated January 2020
We’ve popped the cap open on the alcohol market this year, investigating the ins and out of what makes it tick. Through identifying and measuring a range of variables, we were successfully able to identify who’s had a little bit too much and who’s able to hold their liquor when it comes to each brand’s digital marketing strategy.
We’ve lapped up all the data and have dove deep into the UK drinks industry. Hundreds of data points analysed, multiple brands included, hundreds of socials investigated. This report contains it all.
Included are all the need-to-know metrics, such as visibility, page speed, and keyword potential. However, we’ve also presented some rarer statistics, such as brand reach and social scores, so can see how your brand is being spoken about on the world wide web.
With the Alcohol Market Report, we’re giving brands in the UK alcohol industry a clear understanding of how their digital marketing efforts measure up to their main competition; an important overview of the market’s digital performance for the year, considering the current standings of the brands, their movements, and any events that may have contributed. Along the way, we discover online alcohol industry trends and opportunities for digital growth.
If you’re interested in seeing how your competitors are doing with their SEO strategy and how you can line your stomach to better compete with them on the search engine results pages (SERPs), this report is a necessity.
Considering the UK alcohol industry is worth £68 billion, this is analysis you’re not going to want to miss.
Don’t miss out on this insightful opportunity. Download the report now.
Despite its bubbly nature, the UK alcohol industry is looking rather flat in terms of YoY growth. In fact, there has actually been a slight decline of 0.07% overall. This tells us (and should tell you) that there’s definitely room for improvement.
The top 10 brands have seen some movement both positive and negative. Some sites have improved as much as 86%. Others have declined as much as 22%.
Here’s an overview of the top 10 sites in terms of their organic visibility:
Despite the competitive keywords in this industry, some brands are standing tall and killing it on the SERPs.
A number of the brands on the report are ranking well for the most competitive keyword in the UK alcohol industry – ‘prosecco’. These include the likes of Waitrose Cellar, Virgin Wines, and Majestic, so keep up the solid work!
However, despite being at the top for the most competitive keyword, many of the above brands fail to rank for the second most competitive – ‘gin’. Despite this, other brands such as Drinks Supermarket and Master of Malt step into their shoes and take those spots with ease. Waitrose, Majestic, and Virgin, it’s time to step up your game!
With all these rankings, you’d expect to see many of these brands further ranking for the third most competitive term – ‘pink gin’. However, no brands are seen at all. They are missing out on a huge surge of traffic that could be easily achieved with a few simple optimisations. In fact, many don’t even have a category page for pink gin! With a search volume of 74K+, this should be a priority for many of these brands in 2020.
As well as highly competitive terms, we also looked at the opportunities that these brands are missing out on. Listed below are a few obvious optimisations and assets these brands could use to boost their visibility and reach their full potential.
For many of the keywords, large informational guides are presented on the SERPs. These often include recipes and instructions on how to make particular drinks. Searches related to cocktails and specific spirits often show videos as well. If the brands on this report want to have a chance at ranking for these lucrative keywords, they should look to create informative content that educates their audience on how to create impressive recipes involving alcohol.
At first, creating content that is strictly informative (and not product-focused) might seem counterintuitive but it’s actually a unique way to improve the authority and expertise of your brand, especially in the eyes of Google. Additionally, if you’re satisfying the informational searches, you’re more likely to stick in your customers’ minds, particularly when they’re coming close to a buying decision.
With some of the opportunity keywords, many of the first page results have structured data and rich snippets for their product pages. This is especially true when it comes to specific drinks and spirits, such as Kraken Rum.
Structured data and rich snippets are a relatively new topic in the world of SEO. Many brands are still yet to catch up with this trend and if they don’t jump on board soon, they’ll risk falling down the SERPs as they have with a lot of these opportunity keywords.
With rich snippets, you can successfully customise your metadata and give yourself more visual real estate on the SERPs. By doing this, you can achieve better CTRs and better conversions.
Social media is inescapable. If you’re not present on any of the popular platforms, you won’t be able to achieve top of mind, tip of tongue awareness. Through utilising social media to its fullest, brands can cultivate an audience, engage with customers, and boost sales and profits.
In our extensive report, we look into the social media strategies each brand is employing to see who’s doing well and who’s not. We also look at the brand reach score of each brand to see who’s being searched the most.
Fortnum and Mason lead the pack with a social score of 661 and a branch reach of 13500 – the largest combined score of the report. Although they don’t have the best social score, combined, they’re crushing the competition in terms of top-of-mind awareness. A quick look at their socials reveals a lot. Fortnum post a lot of high-quality pictures on Facebook and Instagram, many of which are product, events, and awards posts. Many of the posts get good engagement despite being primarily about products and selling, some as many as 7K. However, as with any marketing channel, things could still use some work.
Despite having few brand searches each month, the best in social score is actually Clos 19, with a social score of 1151 and a combined follower count of 1,136,831. Clearly, they’re doing something right. A quick look at their socials reveals the kind of content they tend to push out. As well as product posts and exclusive offers, they also post events and videos of charity events and collaborations. This content medium is present on both Instagram and Facebook.
At first, the alcohol industry seems like a difficult one to penetrate in terms of social media. However, many brands are doing ok and seem to be attracting both followers and positive engagement. If you want to step up your social game, keep an eye on the top players.
One factor most brand report tend to miss out is page speed. The fact is, you can have the most beautiful, conversion-focused site in the industry, but if your page speed is slow, you’re still going to lose customers.
Page speed is one of those things that you need to get right straight out of the gate. If your site is performing poorly, not only will customers bounce off but Google won’t look too kindly at your site and may decrease your rankings, losing you traffic.
Our report, thankfully, looks at page speed and identifies who’s doing the best and who still need some tweaks.
Here’s what PageSpeed Insights identified as the top 5 fastest brands:
Read more about the importance of page speed.
This report is completely free. Check out our other Food & Drink industry reports – they’re free too! We make these reports in order to understand our markets better and to build strong relationships with the brands we analyse. If you feel this report will provide you with positive insight about your brand, feel free to download it now using the form above.
If you can’t find your brand in our report, no need to worry. Simply get in touch with us and we’ll create a personal report including your brand which you can use to improve your SEO strategy.
If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.
The full report is completely free; it won’t cost you a penny. We perform comprehensive research and dive deep into what’s happening in the industry, so you don’t have too!
The Alcohol industry is constantly on the rise. It is projected to be worth over $1,594 billion in 2022. Therefore, it is more important than ever to assess how your online alcohol site is performing so you can keep the sales rolling in! Download the report now and learn how you can improve your SEO strategy to meet the needs of this growing market.
Here is a list of the most popular online alcohol retailers in 2019:
<li>Fortnum and Mason</li>
<li>The Whiskey Exchange</li>
<li>Master of Malt</li>
These online retailers have seen the biggest decline in visibility since 2018:
<li>The drinks Shop (-64%)</li>
<li>The Champagne Company (-71%)</li>
<li>Bring a Bottle (-46%)</li>
<li>Drinks Direct (-38%)</li>
These online retailers have seen a large increase in visibility since 2016. Keeping an eye on these movers and their SEO strategies would definitely be a good idea.
<li>Urban Drinks (2073%)</li>
<li>Honest Brew (253%)</li>
<li>31 Dover (968%)</li>
All the brands we have featured can be viewed at the top of this page. If your brand isn’t on the list is might not have enough visibility to be included in our report. If we looked at every online alcohol retailer online, our report would be hundreds of pages long! However, if we haven’t included your brand by mistake and it DOES meet the threshold, please get in touch.