Analysis of Marketing by Alcohol Brands on Facebook and Instagram During the First UK Lockdown

This study found that alcohol brands quickly adapted to the changing social, economic and health context of the global pandemic.

Brands encouraged to stockpile alcohol as an essential item through online sales and delivery services. Brands also encouraged home alcohol use. Alcohol use was presented as a key component for virtual interactions promoting togetherness. Alcohol brands asked people to adhere to pandemic restrictions by staying home and having alcohol.

COVID-19 provided a useful marketing opportunity for alcohol producers to present themselves as private partners to a primarily public sector response, through innovative CSR initiatives. Such activities reinforced positive brand image and loyalty amongst existing and new consumers.

Future research is required to examine whether these profitable strategies are maintained post pandemic.