Diageo leads digital ad spend and impressions, finds Pathmatics

Digital marketing intelligence platform Pathmatics has revealed the digital ad spend for select alcohol brands and retailers in Australia over the past year, with Diageo leading the pack.

The brands included in the research are: Asahi Beverages, Bacardi, Beam Suntory, BrewDog Brewing Company, BWS, Campari, Diageo, Pernod Ricard, Stone & Wood Brewing Company and Jimmy Brings.

The charts below show the total digital ad spend from 1 September 2020 to 1 September 2021 for the brands included.


Diageo, the parent company for brands such as Johnnie Walker, Smirnoff, Captain Morgan, Baileys, Tanqueray and Guinness, leads the pack by a significant margin, both in terms of spend and impressions.

When compared on a month-to-month basis, Diageo’s spend and impressions peak significantly in May 2021, during a time when lockdowns and social distancing restrictions were easing.

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The devices included in the data include desktop display, mobile display, mobile video, desktop video and Facebook.

Pathmatics regional director Eugene de Plessis commented: “Unsurprisingly, we’ve seen spikes in alcohol brands digital ad spend during periods of eased restrictions as Aussies have taken advantage of being able to get out and about and enjoy a drink.

“During lockdown periods, brands such as Jimmy Brings pivoted its campaign messaging to reflect stay at home orders and BWS let customers know they’re accepting contactless payments via drive-thrus. Brew Dog and Stone & Wood also highlighted their home delivery options, whilst Diageo focused on recipes consumers can replicate at home, promoting Bailey’s cocktails and Gordon’s Gin tipples.

“With restrictions set to ease again in Sydney and summer well on its way, we expect to see these brands up their ad spend further as Aussies are itching to reconnect with friends and family over a well-deserved drink. At Pathmatics we’ll continue to lift the lid on where Aus’ top brands are spending their ad dollar and how these campaigns are performing against the backdrop of our economy.”

This article has been updated with comment from Pathmatics.


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