EU Alcoholic Beverage Brands Enjoy 150% YoY Growth in Earned Media Value
The top 25 EU alcoholic beverage brands averaged a 150% year-over-year EMV increase, compared to the U.S. cohort’s +50%.
A new analysis from CreatorIQ comparing select industries in the U.S. vs the EU reveals that one category stands out when it comes to growth in Earned Media Value (EMV): alcoholic beverages. The top 25 EU alcoholic beverage brands averaged a 150% year-over-year EMV increase, compared to the U.S. cohort’s +50%. A few more insights:
- EU brands also beat out U.S. companies when it came to impressions (+199% year-over-year vs. +52%) and engagements (+160% vs. +53%).
- Notably, these surges were not due to community expansion, but rather EU creators posting more frequently — to the tune of 69% more posts year-over-year, compared to American brands’ 28% growth.
- Guinness, which ranked third for EMV ($16.8 million, +82% YoY), benefitted in particular from attention generated by Ryan Tricks. The magician shared multiple videos that showed him flipping an upturned glass of Guinness off a bar without any spillage — content that went viral and generated $780.9K EMV for the brand.
Get more insights around EU vs. U.S. creator marketing here.
