According to various sources, alcohol brands have too many social media accounts across multiple territories and cannot keep up with posting new content. According to The Drinks Business, spirit companies typically have a minimum of three social media accounts (usually Twitter, Facebook and Instagram), but keeping these up-to-date and responding to consumers is a labor-intensive task. Instead of posting to create brand awareness, brands are spending too much time responding to customer inquires. That’s why you may not have seen some big brands posting on Twitter of late (some since 2017).
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