Social media’s role in total beverage marketing has evolved beyond simply looking to reach younger consumers. Usage of social media now spans nearly every generation, and older consumers are increasingly using platforms to research products, discover brands and validate purchasing decisions.
According to data supplied by SociallyIn, that shift can create opportunities for places like your brewery or cidery to expand your customer base.
1. Match platforms to audiences
Different generations gravitate toward different social media channels, making platform selection as important as the message itself.
- Gen Z consumers (ages 21-29 right now) continue to favor TikTok and Instagram for discovery and entertainment.
- Millennials (ages 30-45) remain active across Instagram, Facebook and YouTube.
- Gen X (ages 46-61) and Baby Boomers (ages 62-80) are heavily represented on Facebook and increasingly use YouTube for information and product research.
- YouTube remains one of the few platforms with broad appeal across generations.
Rather than distributing identical content everywhere, your company can tailor messaging to each audience. Short-form videos and trend-driven content may resonate with younger consumers, while Facebook posts centered on events, new releases and community involvement can connect with older drinkers.
2. Build trust through authenticity
Social media has become a research tool as much as an entertainment platform. Consumers of all ages use it to validate purchases, but older consumers in particular often seek credibility and trust before making buying decisions.
- Customer photos and testimonials can carry more weight than polished advertising.
- Behind-the-scenes content offers transparency and personality.
- Brewer and cidermaker stories help create connections with consumers.
- User-generated content provides social proof that extends beyond paid promotion.
Authenticity can be especially valuable as consumers increasingly rely on peer recommendations and real experiences when evaluating products.
3. Recognize that influence spans generations
The assumption that social media only drives younger consumers overlooks an increasingly important reality: older consumers are active online and possess considerable spending power.
- Baby Boomers and Gen X consumers continue to expand their social media use.
- Many older consumers use platforms to research brands and products before purchasing.
- Recommendations shared online often influence family members and friends across generations.
- Brand loyalty and advocacy are no longer confined to one demographic.
For any brewery or cidery, the goal is not necessarily to chase younger drinkers at the expense of existing consumers. Instead, successful brands are looking to create content that reaches multiple generations and allows each audience to engage on the platforms they already use.
Winning new drinkers through social media is less about pursuing the latest trend and more about understanding how different generations use digital platforms. Discovery may happen on TikTok, education on YouTube and loyalty-building on Facebook, but the ability to understand that each channel plays a role in guiding consumers from awareness to purchase can be vital.
