Going All Digital

If you don’t think that everything will go digital you’re still living in 1996. Brown-Forman’s Southern Comfort is going completely digital.

Previously, they couldn’t touch some of the television shows and demographics that sit in their target market 21-29. Now with Pitchfork, Hulu, Thrillist, Facebook, and Spin to name a few, spirt companies are now finding a window to aggressively advertise.

“The media-budget shift comes amid tough sales trends for the brand. It suffered a mid-single-digit sales decline during the fiscal year that ended April 30, Brown-Forman Chief Financial Officer Don Berg told Wall Street analysts on a June earnings call. "Southern Comfort has suffered from the consumer switch to the off-premise, where consumers are less inclined to make complicated drinks," he said.”

Digital, that’s it. I have an emotional tie with print and other traditional outlets but I have to say, if you’re not digital then you are digging yourself a hole that I am sure none of us can afford.
The whole article can be found on Adage.com