This is just an opinion, because there's no real answer to that question, but... I believe that alcohol brands resort to viral marketing because in most cases, they're attempting to launch a new product, or an old product with a new "spin" and the most receptive markets to that sort of product can be found on most college & university campuses.
That same market demo spends an awful lot of time in front of a computer terminal - so much that it's used more for entertainment purposes than for actual "work"... Hence it becomes a medium for advertising, as evidenced by the viral phenomenon.
So, to make things simple, alcoholic brands use viral marketing campaigns because it's the most effective way to hit their market demographics.
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