Budweiser Leads Bev/Al Brands in ‘Brand Intimacy’

Budweiser lead alcoholic brands in “brand intimacy” in MBLM’s Brand Intimacy 2020 Study, which is the largest study of brands based on emotions.

Top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the study by MBLM.

MBLM (pronounced Emblem) uses emotional science to build more intimate brands. Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love, and is more important than ever today as brands need to modify their roles.

Overall, the beverages industry ranked ninth out of 15 industries studied in MBLM’s study, now in its 10^th year. Coca Cola ranked #1 in the beverages industry for the third year in a row followed by Mountain Dew and Pepsi. The remaining brands in the top 10 for the industry were Tropicana, Jack Daniel’s, Heineken, Snapple, Coors and Miller.

“Beverage brands are connected to indulgence, providing us moments of gratification and escape during the stress of living through a pandemic,” said  Mario Natarelli, managing partner, MBLM.

“With limits in entertainment and dining out, how people are consuming beverages has evolved. Furthermore, alcohol brands in particular have been disintermediated by online beverage delivery services, who often provide curated offerings. Beverage brands will need to respond to these consumer shifts with new communications and we believe that leading with emotion and focusing on building deeper bonds with customers is essential,” he said.