Podcasts on the Rocks: A Recipe for Success for Alcohol Brands

In an era where digital marketing is the crux for brand visibility and customer engagement, podcasts have emerged as a powerful tool for driving growth, engagement, and success. For alcohol brands, who often face strict advertising regulations and a crowded marketplace, podcasts can unlock new avenues to connect with consumers authentically, in a way that traditional advertising cannot. 

With podcast reach surging among adults 21-54, alcohol brands have a lucrative opportunity to reach their most valuable in-market audiences. According to a recent Pandora Soundboard Alcohol Poll, 80% of podcast listeners ages 21+ are alcoholic beverage drinkers. By leveraging the unique attributes of podcasts—such as targeted content alignment, storytelling, host partnerships, and interactive engagement, alcohol brands can effectively connect with audiences and build brand equity.

Sip Back and Relax with Podcasts

There’s a strong synergy between podcast listenership and alcohol consumers. With summer in full swing, 75% of podcast listeners 21 and over plan to drink alcohol during any summer activity or occasion, and 43% say that drinking alcohol enhances the experience at summer social events. For alcohol brands looking to make a splash this season, this is the ideal time to optimize your marketing strategy and increase visibility by leveraging the power of podcasts to get your message in front of your core audience. Whether listeners consume podcasts over the summer holidays, while lounging in the sun, or while traveling, now is the time to leverage the medium where voices captivate and the stories resonate.

Podcasts for Every Palate

One of the most compelling reasons for alcohol brands to tap into podcasts is the ability to target niche audiences effectively. With diverse preferences across podcast genres and alcohol types, brands can strategically align with their most valuable in-market audiences. By implementing a comprehensive targeted approach, the likelihood of engagement and conversion for alcohol brands is amplified.

Here’s how you can reach them.

Top Podcast Genres Among Podcast Listeners Ages 21+

• Comedy: 37%

• Music: 29%

• True Crime: 27%

• News: 25%

• History: 23%

Top Alcoholic Beverages Consumed Among Podcast Listeners Ages 21+

• Hard Spirits: 50%

• Domestic/Imported Beer: 37%

• Craft Beer: 33%

• Red Wine: 31%

• White Wine: 28%

• Sparkling Wine: 26%

• Hard Seltzers: 24%

Let's Toast to the Host

Podcast hosts occupy a unique position in the media landscape, often perceived as trusted friends by their listeners. This trust is built through consistent, intimate, and engaging content that resonates with the audience’s interests and values. By leveraging the trust and intimacy that podcasts cultivate with their listeners, alcohol brands can create compelling narratives and foster genuine connections that resonate deeply with consumers.

This relationship offers a valuable conduit for delivering marketing messages in a manner that feels both personal and credible. In fact, 51% of podcast listeners 21 and over say they would potentially be inspired to try a specific alcoholic beverage brand/product if they heard their favorite podcast host talk about one, and they’re 28% (128 index) more likely to learn about new alcoholic beverages from any streaming or podcast ad. When a podcast host discusses a product, it’s not just an advertisement—it’s a personal endorsement from a trusted voice that significantly enhances the impact and authenticity of the message.

Podcast hosts often deeply understand their audience’s preferences and can provide valuable insights into creating customized content that resonates with listeners. Alcohol brands can collaborate with the host to co-create content that aligns with both the podcast’s theme and the brand’s identity to drive awareness and further influence listeners' actions across the full marketing funnel.

Serving Up Success

A SiriusXM Podcast Network campaign with show-level ads on comedy and society & culture podcasts generated double-digit lifts across the full funnel for a canned cocktail advertiser. The campaign leveraged audience targeting capabilities to reach podcast listeners ages 21+ across various genres and shows on the network and established an audience connection through authentic host-read ads and pre-produced celebrity-voiced ads to amplify brand messaging. Paired with informative creative messaging and an enticing call-to-action, the campaign successfully impacted key KPIs and influenced listener action and intent.

• +24pts in brand awareness

• +29pts in familiarity

• +26pts in favorability

• +22pts in purchase intent

• +27pts in recommendation intent

Another SiriusXM Podcast Network campaign with show-level host-read ads on a comedy podcast delivered double-digit lifts for hard alcohol advertiser. The campaign featured audience targeting to connect with podcast listeners ages 21+, Black podcast listeners ages 21+, and comedy podcast fans. Through host-read ads with strong personal endorsements and memorable creative messaging, the audience was highly inspired by the compelling call to action. The campaign effectively increased awareness, drove purchase intent, and boosted brand perception for the hard alcohol advertiser.

• +16pts in aided brand awareness

• +27pts in purchase intent

• +25pts in the brand attribute "is a brand that stands for something"

• +21pts in the brand attribute "is a reward or treat"

Raise Your Glass to Podcasts

Authentic connections are the currency of successful marketing. By tuning into the trusted voices of podcast hosts, alcohol brands can pour their messages straight into the ears of leaned-in listeners. If you’re looking to turn casual listeners into loyal customers one sip at a time, you’re in the right place—because when it comes to driving brand success, the perfect pairing is just a podcast away. Let’s talk.