I disagree. In this industry, I think the awareness happens more at the liquor store than anything else. I think there's obviously a place for advertising and such, but I'm not going out of my way to get a bottle because I saw it in a magazine or on TV. Maybe I'm intrigued by the bottle as it's sitting in front of me when I'm literally shopping for alcohol.

The advertising angle would clearly help with product awareness, but most people aren't going out of their way to buy a bottle. They're buying it because they see it in the liquor store and maybe they're intrigued. Or maybe they saw an ad and while they're there, they're more intrigued. It would help, but personally I don't see Twitter as the savior of this product, nor of any alcohol.