Best Influencer Marketing Campaigns for Alcohol Brands

Influencer advertising and marketing is now not only a “nice-to-have” technique for alcoholic beverage manufacturers—it’s a should. Because the {industry} pours extra sources into this area, the numbers communicate for themselves: a $1.75 trillion market in 2023 and rising.

Nevertheless it’s not nearly rising visibility—it’s about creating genuine, long-term relationships with customers. Manufacturers are shifting towards deeper, extra interactive influencer campaigns, transferring past one-off promotions to construct actual, lasting connections.

However what does that truly appear to be in motion? Take Michelob ULTRA’s latest “Save It, See It” marketing campaign—a masterclass in mixing social media technique with influencer collaboration. The marketing campaign’s concentrate on girls’s sports activities and long-term partnerships wasn’t simply intelligent—it was impactful, driving up engagement and positioning Michelob as a frontrunner in each gross sales and model loyalty.

Wish to know the key behind this profitable mix of technique, neighborhood, and influencer energy? Preserve studying to uncover the marketing campaign’s successful method and discover extra industry-leading campaigns!

1. Michelob ULTRA’s Influencer Advertising and marketing: Wellness, Beer, and the Excellent Mix

When Michelob ULTRA determined to merge influencer advertising and marketing with the world of wellness, they didn’t simply faucet right into a development—they grew to become the poster youngster for it. As per their twelfth Annual Shorty Awards entry, the model cleverly blended health and beer to focus on energetic customers who don’t imagine in selecting between a six-pack and a six-pack (of abs). Their Instagram Partnership marketing campaign labored wonders, pushing ULTRA into the stratosphere of influencer-driven success.

Marketing campaign Transient and Strategic Strategy

Michelob ULTRA’s technique wasn’t nearly getting influencers to submit fairly photos of beer—no, they went deeper. They enlisted a roster of wellness advocates who had been already the poster kids for wholesome dwelling.

The objective? To reimagine beer within the context of a match and energetic way of life. Since 2017, ULTRA’s formulation has included influencers who get pleasure from beer as a lot as they get pleasure from their morning exercises. By crafting long-term collaborations, they constructed real partnerships, not simply one-off campaigns. Their influencers weren’t simply content material creators—they had been a part of the inventive group, consulted for product improvement, and even helped curate client occasions.

Strategic components included:

• Ambassadors as consultants: Influencers supplied useful enter past content material creation.

• Lengthy-term collaboration: A full yr of partnership stored the model top-of-mind with constant content material and engagement.

• Personalised engagement: Customized health gear and unique occasions helped keep long-term influencer relationships.

Impactful Influencer Choice

Michelob didn’t simply go for Instagram celebrities—they rigorously picked influencers who lived and breathed the wellness way of life, from Bachelorette winner Shawn Sales space to ultra-marathoner Dean Karnazes. These ambassadors embodied the model’s values, including authenticity to each submit. Their various backgrounds, from health instructors to skilled athletes, ensured the message reached an viewers from each angle.

Key Outcomes: A Cheers to Success

Speak about shattering KPIs. With 2,100 items of content material and a mind-blowing 26.8 million social impressions, Michelob didn’t simply hit their targets—they exceeded them. The marketing campaign noticed a 13.3% engagement charge (virtually thrice the anticipated charge!) and generated $2.3 billion in income. A 16.7% gross sales development positioned Michelob ULTRA because the second-best-selling beer within the U.S. The numbers don’t lie—this was a gold medal efficiency.

Challenges and How They Have been Knocked Out

One problem may’ve been balancing wellness messaging with out sounding like a well being guru on a mission. However by partnering with influencers who actually embodied an energetic way of life, the messaging was real and seamless. One other hurdle was protecting the model’s voice constant throughout such a various group of influencers.

The answer? Clear pointers, fixed communication, and influencers who had been in it for the lengthy haul.

2. WineWorld’s ‘Social Story’: A Sip of Success for Barone Ricasoli

When Barone Ricasoli, one in every of Italy’s oldest and most prestigious wineries, needed to interrupt into a brand new era of wine drinkers, they didn’t simply bottle up their heritage and hope for the perfect—they went digital and tapped into the ability of influencers. Teaming up with WineWorld and Pronto, they created a singular, influencer-driven marketing campaign that blended wine, social media, and a contact of Tuscany magic.

The end result? Hundreds of thousands of recent eyes on their product and a dramatic enhance in model consciousness.

Marketing campaign Transient and Strategic Strategy

Barone Ricasoli’s problem was clear: how do you carry the timeless attraction of a centuries-old vineyard to a youthful, digital-first viewers? The answer was the creation of a ‘social story’—a digital journey the place influencers and customers grew to become co-creators. This wasn’t nearly pushing product; it was about crafting an expertise.

By partaking influencers at each stage of the method—from selling a wine-making competitors to sharing behind-the-scenes footage of a wine creation in Tuscany—the marketing campaign ensured that Barone Ricasoli’s heritage was paired completely with innovation. The end result? An entire new era of wine lovers.

Key strategic components included:

• Ambassadors as judges: 4 prime Swedish wine influencers had been introduced in as a part of a jury to pick the competitors winner and journey to Tuscany, making certain the marketing campaign had instantaneous credibility.

• Influencer-powered visitors: Influencers drove folks to use for the competitors, making a crowdsourced wine by involving their followers at each step.

• Viral engagement: A hashtag marketing campaign sparked user-generated content material and propelled the “social story” to new heights. Influencers inspired their followers to vote, share, and even apply, making everybody really feel a part of the story.

Affect and Outcomes

The numbers? 3 million impressions. 700 functions for the wine competitors. And a 460% enhance in Fb web page likes, with an extra 307k impressions from the Instagram hashtag. The social story reached 2.5 million folks, producing a whopping 7.5 million impressions, which returned a PR worth almost 400% larger than the marketing campaign funding.

All the expertise was centered on a youthful demographic (over 25), with 60% of visits coming from cellular and pill. Movies generated over 20,000 views, proving that this wasn’t only a flash-in-the-pan marketing campaign—it was an engagement powerhouse.

Keys to Success

The true secret sauce right here? Listening. Pronto understood that within the ever-changing world of digital influencers, energetic social listening to conversations throughout the wine neighborhood was key to protecting the marketing campaign related. By choosing the best influencers—those that genuinely linked with the model—they had been capable of create a story price sharing, inviting each influencers and customers to grow to be part of one thing greater than only a promotional marketing campaign.

3. Hey, Hei’s Miami Splash: Influencer Advertising and marketing Shakes Up the Gin Scene

Launching a brand new alcohol model with a small group, a modest finances, and a mission to shake up the gin market? Appears like a recipe for a David vs. Goliath story—besides on this case, the David is armed with influencers and sass, and Goliath is only a stale bottle of gin.

Enter Hey, Hei, a contemporary gin and juice seltzer model that took the Miami scene by storm in Could 2023. And the way did they handle to outshine rivals and construct a loyal fan base? With a sensible, strategic influencer marketing campaign that knew precisely how you can seize town’s consideration.

Marketing campaign Transient and Strategic Strategy

Hey, Hei’s technique was clear from the beginning: break into the South Florida market (particularly Miami) by concentrating on the younger, vibrant crowd and flipping the script on conventional gin advertising and marketing.

The spirits market was seeing a surge in 2022, however gin? Not a lot. Recognizing this hole, Hey, Hei sought to infuse vibrancy into what’s typically seen as a “darkish and dry” class. The objective was to construct model consciousness, drive gross sales, and develop distribution partnerships in simply three months. With a group of six and a startup finances, they needed to get inventive, and influencer advertising and marketing grew to become their secret weapon.

Key strategic components included:

• Numerous influencer combine: Hey, Hei didn’t simply associate with meals or drink influencers. They appeared for native spirit in Miami, concentrating on a broad mixture of influencers—from social mixers in trend and sweetness to spontaneous entertainers like road interviewers and shuffle dancers.

• Private, grassroots method: As a substitute of the same old chilly e-mail, Hey, Hei took influencers out for drinks and dinner, constructing private relationships that paid off in enthusiastic collaboration and discounted charges.

• Content material freedom: The model gave influencers the liberty to carry their very own fashion to the marketing campaign, which resulted in vibrant, genuine content material that resonated with their followers.

Influencers Concerned

The Hey, Hei group labored with a wide range of influencers who embodied the spirit of Miami and linked with their target market. Notable names included @dhatgirlbecca, @lordcaribbean, @gabyvaldess_, @explorewithgg, @merewana, and others who created content material that was as various because it was partaking.

Whether or not it was movies showcasing the enjoyable of attempting a brand new drink, or photographs highlighting the Miami way of life, these influencers introduced Hey, Hei’s model to life in a method that felt natural and contemporary.

Influencer Advertising and marketing Outcomes

The marketing campaign’s numbers inform the story of a profitable splash within the Miami scene:

• 8.41M impressions and 757K video views made this marketing campaign exhausting to disregard.

• With an common 2.03% engagement charge, Hey, Hei outperformed rivals and even beat influencers’ personal private bests in engagement.

• The marketing campaign was so profitable that some influencers organically created posts past their paid content material, proving the authenticity of the model’s attraction.

Classes Discovered & Future Plans

Hey, Hei’s success wasn’t simply within the metrics—it was in constructing real relationships with influencers, which led to an natural buzz. The model discovered that partaking in conversations and responding to feedback helped enhance model love. Plus, their scientific experimentation with influencer varieties and content material themes gave them key insights into what works—and what doesn’t.

Wanting forward, Hey, Hei plans to proceed its influencer partnerships, launch gifting campaigns, and even arrange a neighborhood ambassador program. If this marketing campaign is any indication, Hey, Hei is simply getting began—cheers to that!

4. Aisling Bea x Jameson: Shaking Issues Up with Humor and Whiskey

When Jameson tapped comic Aisling Bea for its “Widen the Circle” marketing campaign, it wasn’t nearly pairing an Irish whiskey with an Irish expertise—it was about infusing the model’s legacy with a dose of enjoyable, humor, and a little bit of boldness.

Directed by Emmy-nominated Jake Scott, this marketing campaign aimed to remind us that life is healthier when shared, encouraging folks to step out of their consolation zones and join with others. So, did this match make the proper cocktail? Let’s break it down.

Marketing campaign Transient and Strategic Strategy

Jameson, the world’s bestselling Irish whiskey, is aware of its viewers. Primarily male (70% on Twitter and Instagram), Jameson’s followers skew towards professionals in meals and beverage, advertising and marketing, and leisure, with a robust presence in key cities like Dublin and New York. However additionally they have a well-rounded love for whiskey, music, comedy, and even a little bit of the absurd.

The model needed to transcend its core, faucet into extra feminine customers, and particularly goal a British viewers, which is why Aisling Bea, a rising star with a loyal following within the UK, was the proper selection.

Key strategic components included:

• Focused influencer choice: Aisling’s robust comedic persona and relatable attraction had been aligned with Jameson’s model values of authenticity and enjoyable.

• Breaking stereotypes: Aisling’s marketing campaign aimed to attain extra girls and British customers, pushing Jameson past its conventional viewers.

• Emotional attraction: Encouraging actual human connections, the marketing campaign invited audiences to step exterior their consolation zones, a simple match for somebody as spontaneous and playful as Aisling.

Influencers Concerned

As talked about, Aisling Bea, finest identified for her position in This Manner Up, was the important thing influencer on this marketing campaign. With a whole social attain of 1.54 million, she introduced creativity, humor, and a contemporary method to Jameson’s historically male-dominated viewers.

Whereas whiskey isn’t usually related to Aisling’s comedy-focused viewers, her position as a connector—serving to folks interact and share moments—was the proper match. Moreover, Aisling’s influencer community consists of different notable personalities like Chris O’Dowd, Katherine Ryan, and Caitriona Balfe, giving the marketing campaign an additional dose of star energy and cross-promotion.

Affect of the Collaboration

By bringing Aisling into the fold, Jameson efficiently expanded its attain, concentrating on new demographics within the UK and amongst feminine customers. The mix of humor, heritage, and genuine connection resonated properly with the viewers, enhancing model visibility whereas staying true to the Irish roots of the model.

5. Jack Honey: A Candy Summer season Mix of Influencers and UGC

Jack Daniel’s Tennessee Honey—easy, candy, and able to shine on a summer season day. To amplify the excitement round this distinctive mix of whiskey and honey liqueur, Jack Daniel’s turned to an influencer technique that completely combined UGC (user-generated content material) with the creativity of micro-influencers. The outcomes? A marketing campaign as refreshing as a Jack Honey cocktail on a heat night.

The Problem

Jack Daniel’s needed to raise the visibility of Jack Honey and guarantee its distinctive taste, combining whiskey with honey, was prime of thoughts for customers. The objective was clear: enhance consciousness and generate pleasure for the product, ideally positioning it because the go-to summer season drink. However how do you stand out in a crowded market the place the competitors is stiff and the alternatives are countless?

By leveraging the ability of influencers and inspiring genuine content material that highlights the carefree, sun-soaked vibes of summer season.

The Resolution

Enter the UGC + influencer contest combo. The marketing campaign requested 14 rigorously chosen micro-influencers to create their very own distinctive Jack Honey moments. Armed with hashtags like #JackHoney, #FriendsOfHoney, and #HoneyDays, these influencers obtained inventive, mixing up refreshing drinks and capturing sunny moments that matched the model’s vibe: relaxed, enjoyable, and easy-going.

To spice issues up, the influencers competed to generate essentially the most partaking content material. The perfect posts had been chosen based mostly on creativity and engagement, making certain that Jack Honey’s marketing campaign was not solely eye-catching but additionally rooted in authenticity.

Key strategic components included:

• UGC as a focus: Encouraging influencers to create content material that felt pure and aligned with the model’s picture of summer season leisure.

• Social media contest: Influencers had been incentivized with rewards for his or her top-performing content material, making the marketing campaign a pleasant competitors that boosted engagement.

• Focusing on the best influencers: Jack Daniel’s used superior filtering choices to make sure they partnered with influencers who aligned completely with their viewers and marketing campaign targets.

The Outcomes

With a powerful 38K attain, the marketing campaign didn’t simply hit its goal—it sizzled. Influencers generated 58 distinctive items of user-generated content material, drawing 5.7K engagements. Reels had been the true star of the marketing campaign, attracting 444 common likes and 26 feedback per submit.

The marketing campaign generated buzz not solely with Jack Daniel’s core fanbase but additionally with new clients who discovered themselves intrigued by this mild and refreshing summer season possibility. The content material was relatable and enjoyable, with feedback like: “This seems to be excellent for summer season” and “I principally discover Jack Daniel’s a bit heavy, however this honey model sounds good.”

6. Fireball’s Occasion-Fueled Influencer Marketing campaign: Find out how to Ignite a Model’s Social Presence

In relation to Fireball Whiskey, the model doesn’t simply promote a drink—it’s an expertise. A drink that’s been a staple in American occasion tradition for years, Fireball wanted an influencer advertising and marketing technique that would match its daring persona and attraction to its Gen Z and Millennial crowd. How do you gas a hearth that’s already burning? By pouring on the best influencers and protecting the flames excessive on social media.

The Problem

Fireball wasn’t simply in search of any influencer—they wanted the proper occasion folks who might actually embody the power and enjoyable related to their product. The objective? Place Fireball because the best choice for social occasions and events, making certain that when there is a celebration, Fireball is on the heart of all of it.

With the cultural panorama consistently evolving, Fireball wanted to maintain up with the fast-paced world of social media whereas staying true to its roots.

The Resolution

Enter The Goat Company, the influencer advertising and marketing company chosen to deal with Fireball’s bold targets. The technique was all about staying “always-on”, which means that Fireball’s presence by no means waned. The group created multi-channel influencer activations, timed to hit throughout peak social moments and cultural occasions all year long.

The main target was on Instagram Reels—a platform the place enjoyable and spontaneous moments thrive, excellent for a product that’s all about having fun with life’s celebrations. Fireball’s influencer companions created and shared partaking content material, bringing their followers into the model’s high-energy world.

Key strategic components included:

• Hero influencer activations: Focused campaigns round key seasonal occasions, making certain Fireball was a part of the dialog on the proper time.

• Content material diversification: A mixture of natural influencer content material and paid amplification to succeed in wider audiences whereas protecting the messaging native and genuine.

• At all times-on presence: Fireball’s marketing campaign wasn’t a flash within the pan; it was designed to stay seen and related year-round, capturing the essence of spontaneous enjoyable at any time when it was time to occasion.

The Outcomes

Fireball’s influencer technique didn’t simply mild a spark—it created a blazing inferno of engagement. The marketing campaign reached an enormous 9.6 million impressions, with Instagram Reels content material alone garnering 1.1 million views. The engagement charge was a powerful 60%, displaying simply how properly the content material resonated with the model’s target market. That’s greater than just some likes and shares; it’s a full-on occasion within the feedback.

Stirring the Pot: Key Takeaways for Alcoholic Beverage Manufacturers

Throughout these campaigns, the widespread thread is obvious: genuine influencer collaborations and strategic viewers concentrating on are important for achievement. Manufacturers like Michelob ULTRA, Jack Honey, and Fireball exhibit the ability of constant engagement, UGC-focused content material, and personalised influencer partnerships.

The developments present that wellness, social connection, and experiential advertising and marketing are key drivers for the longer term. Manufacturers ought to proceed to innovate, experiment, and construct real relationships to remain forward on this ever-evolving area. Cheers to daring, inventive methods!

Concerning the Creator

Author

Kalin Anastasov performs a pivotal position as an content material supervisor and editor at Influencer Advertising and marketing Hub. He expertly applies his search engine optimisation and content material writing expertise to reinforce every bit, making certain it aligns with our pointers and delivers unmatched high quality to our readers.