In the summer, Pinners are inspired to invite friends into their homes for casual get-togethers. We had over 1 million “get together” Pins in 2015, and they're constantly growing! No surprise: nearly 8 out of 10 millennials say that some of their best memories come from experiences, not things, according to Eventbrite.
Pinners love entertaining at home (or “hometainment”) and know that summer gatherings just aren't complete without a few alcoholic sips on hand!
Alcohol shows up in 60% of the top drink searches on Pinterest, and 1 in 4 beverage Pins features a type of alcohol. Gin’s the most popular drink of choice—making up 54% of all alcoholic Pins—followed by wine (21%), beer and vodka (tied at 13%).
Why not add your name to Pinners’ summertime shopping lists? We know that brand promotion on Pinterest generates more purchases: 35% of Pinners buy an alcoholic beverage* after seeing a Pin, according to our research. And more than 85% of people on Pinterest are at or above the legal drinking age of 21 according to comScore.
So how do you engage these fun-loving Pinners? They definitely want to hear from brands like you, and Promoted Pins can be a great way for you to get noticed—and invited to the party! (Note that alcoholic Promoted Pins automatically only reach people known to be 21 years of age or older.) Not sure where to start? We’ve got a few ideas!
Ideas on tap: 3 ways to get Pinners thirsting for your brand
- Feature your brand as an ingredient in another dish. From appetizers to main meals, alcohol’s showing up in recipes all over Pinterest. Show Pinners how your brand complements the rest of their summer menu.
- Help Pinners plan events: Pinners love planning events! Offer up creative party suggestions to help them pull off a memorable summer gathering, and they’ll remember you for it.
- Help them refine their tastes: Beer, wine and spirit enthusiasts appreciate Pins that feature fun facts and educational tidbits about their favorite drinks. Infographics are a great way to reach this crowd, and you can whip up a few of your own with Infogram or Piktochart.
See how Stella Artois reaches Pinners with party ideas and recipes.
Bonus tip: break out the ‘works for the 4th of July!
The 4th of July is coming up, and Pinners have already saved 47.7 million Pins about it. (Translation: This is a great time to highlight your brand on Pinterest!)
According to Civic Science, 51% of Pinners mark the holiday with a barbecue or picnic. So why not serve up some outdoorsy food and drink ideas to help them celebrate?
—Stephanie Kumar, currently saving ideas to Casa | Tiles