Social Media Marketing

Social media is a great marketing tool for any business and breweries are no exception. By using Twitter, Facebook, Tumlr and the many other social media sites breweries are able to stay connected with their customers and build brand loyalty.

The TTB recently released a circular relating to social media marketing of alcoholic beverages and The Beer Babe brought it to my attention. This circular reviews the do’s and dont’s of marketing your brewery via social media and what you see may surprise you.

Department of the Treasury – TTB Circular 2013-01

The bottom line is social media has the same rules and regulations as TV or print media with the same required and prohibited statements.

27 CFR Part 7 – §7.52 – Mandatory Statements (Breweries)

27 CFR Part 7 – §7.54 – Prohibited Statements (Breweries)

Brochure from the TTB about advertising

I did a quick review of some brewery clients social media pages and found most Facebook pages included the required information as part of the About page however most Twitter pages did not due to the limited space. I would also encourage brewers to include a statement that by following or liking the page you agree that you are 21+.

The requirements differ slightly for wineries and distillers, see links below:

27 CFR Part 4 – § 4.62 – Mandatory Statements (Wineries)

27 CFR Part 4 – § 4.64 – Prohibited Practices (Wineries)

27 CFR Part 5 – § 5.63 – Mandatory Statements (Distillers)

27 CFR Part 5 – § 5.65 – Prohibited Practices (Distillers)

While the TTB does not require approval of advertising they do offer a free pre-clearance service to look for compliance issues and they do monitor ads. I assume fines or other penalties could be levied if the required statements are not in place.

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