(TheDrinksBusiness) - Across many areas social media has become an increasingly important avenue for promotion and the alcohol industry is no different. Diageo-FacebookLast year a leading expert told the drinks business that social media is now so important to the wine world that wineries who put off using it will experience “digital Darwinism”. Social media gives brands a fresh way to communicate with their consumers; Twitter and Facebook offer a scale of brand-consumer interaction that has previously not existed. While some brands are clearly better than others at using social media a recent study by the L2 think tank showed that beer brands in particular are lagging behind other industries. The think tank assessed the digital competency of beer brands in the US and found that just two, Heineken and Budweiser, earned a “Genius” ranking.