Influencer Advisory™For Marketing Leaders at Spirits, Wine and Beer Brands
Turn Nightlife and Food Creators Into Bottles Off the Shelf
We find creators whose audience is of legal drinking age, keep every post inside alcohol rules, and track each purchase back to the creator.
Campaigns for 55+ brands · XIX Vodka: 200+ purchases in four days
Alcohol ads are boxed in, and most creator posts break the rules anyway
Paid feeds limit who sees alcohol, so brands turn to creators, and then a post shows someone too young or drinking too much. Done right, creators sell bottles the ads can’t.
Why most alcohol creator programs stall
“The creator’s audience turned out to be too young”
Why it happensMany big creators have teen fans. We check who watches before we book, not after.
“A post showed heavy drinking and we had to pull it”
Why it happensAlcohol rules ban showing too much drinking or tying it to success. Creators need to know where the line is.
“The post got likes but the bottles didn’t move”
Why it happensLikes come from anywhere. The creator has to reach people near your stores and bars who can buy this week.
“Our ads keep getting limited”
Why it happensPaid platforms box in alcohol. Creator posts and live events reach the people the ads can’t.
“We can’t tell what sold at the bar or store”
Why it happensMost bottles sell in a shop or bar with no code. Without a plan for each creator, the sale never gets counted.
“Every campaign starts from scratch”
Why it happensNobody keeps a list of who sold, so the creators who worked never get booked again.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for alcohol
Three steps, built so the posts follow the rules and the sales get counted.
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1
Find creators with adult audiences near you
Nightlife, food and cocktail creators whose viewers are of legal drinking age and live near your stores. We check who watches before we book.
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2
Make posts that follow alcohol rules
Posts about the night, the food and the moment, never heavy drinking or bold claims, on platforms that allow alcohol. Every post gets checked first.
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3
Track every purchase, then book the winners again
Each creator gets their own code, link or event night. The creators who sell get booked again, and the rest don’t.
Examples
Two campaigns we ran at venues and stores, and one category audit from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not an alcohol brand
Spirits, wine, beer or ready-to-drink cans
Size
Under $10M a year
Doing $10M+ a year
Creators
Never sponsored a creator and no plans to
Already work with creators or affiliates, or ready to
What you count
Views and reach
Bottles and purchases you can count
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your alcohol creator program
See which creators your buyers already go out with, and what they would sell.