Digital Marketing

• Very little hiring since 2024 for specific digital marketers after a hiring spike in 2021 – 2023. Whereas during and immediately after the covid pandemic this suddenly appeared as a stand-alone role (particularly in wine), by end 2023 digital marketing had become an expected skill set for all marketers and brand managers. Many of the digital marketing roles that were created have changed to junior marketing roles over time.
• We noted that marketers in the alcohol sector upskilled very quickly during the covid pandemic with candidates often gaining digital marketing qualifications such as from CIM.
• In spirits, champagne and rose there are more roles for stand-alone digital marketers if e-commerce/quick commerce/D2C is a priority area or if they are a strong well-known brand.
• In the no & low sector , young (second jobber) digital marketers are a key focus for marketing hires. In particular those with Instagram, YouTube, TikTok and influencer collaboration experience.
• These types of roles tend to exist only to mid-level therefore high salaries are rare.  We find that those who want a clear career focus on digital marketing inevitably move out of the alcohol sector to join marketing agencies or large corporates at higher salary levels.

PR/Comms Manager

• PR/Comms Manager roles are very few within wine agencies.  In smaller companies this is often part of the Marketing manager brief in conjunction with outside PR agencies.  
• Some of the larger wine agencies have 1 PR/Comms role and that person’s role is often both corporate PR on behalf of the company as well as representing an important brand within that agency, particularly if there is a strong champagne brand.
• These roles are difficult to get because they are so few.  Once in a role like this people often stay for a long time.
• Some companies like candidates with PR backgrounds for their marketing or brand managers however this tends to be more for junior roles and the PR experience would need to be within the alcohol sector.
• Salaries can be capped in these roles as there is very little chance of progression unless the person moves away from the PR role.