The global alcoholic beverage market is bubbling up faster than you can say “cheers!” From craft beer aficionados to whisky connoisseurs, the sector is projected to grow from $2,527 billion in 2024 to over $5,716 billion by 2032—that’s a lot of new customers raising a glass.
With this rapid growth comes the pressure to stand out, and brands are doing just that by swapping traditional advertising for innovative, social native strategies. Think influencer-driven storytelling, authentic co-creation, and live experiential events.
In the age of premiumization and evolving consumer tastes, brands need to engage—not just sell. That’s where brands like Bearface Whisky come in. This wasn’t just a product launch; it was a masterclass in how to weave a compelling brand story that connects on a deeper level. From influencer collaborations to experiential events, Bearface made sure their whisky wasn’t just seen—it was experienced.
Continue reading to uncover the strategy behind this campaign’s success and find out the best social media marketing campaigns in the industry.
- 1. Whisky with a Wild Side: How Bearface Distilled Influence Into Impact
- 2. Clicks, Sips, and Shamrocks: How Jameson Blended Strategy With Sales
- 3. Sip Happens: How Mia Wines Popped Off with Millennials (and Sales)
- 4. Craft, Cans & Community: How Collective Arts Brewing Mastered Purpose-Driven Social
- 5. Small Beer, Big Impact: How CEEK Crafted a Digital Brew That’s Going Down Smooth
- 6. The King of the Craft Jungle: How Simba Brewed a Bold New Narrative for Indian Beer
- Raise the Bar: What Alcohol Brands Can Learn from These Buzz-Worthy Campaigns
- Frequently Asked Questions
1. Whisky with a Wild Side: How Bearface Distilled Influence Into Impact
Launching a new whisky into the crowded spirits market is no small feat, especially when your audience is a niche tribe of whisky explorers who are harder to find than a decent Wi-Fi signal in the Rockies. But Bearface Whisky didn’t just show up to the party—they brought the campfire, the cocktails, and a social storytelling strategy that made people actually want to sip before they scroll.
Let’s talk impact. Over eight summer weeks, Bearface rolled out a full-bodied campaign that didn’t just check the boxes—it carved a new playbook. With just 8 handpicked influencers, they crafted 220 pieces of rich, personality-driven content that spoke directly to whisky lovers who live for recommendations from trusted insiders—be that a bartender, liquor store clerk, or that one guy on Instagram who reviews drams from a hammock in the woods.
The strategy? Savvy, collaborative, and deeply rooted in community. Instead of slapping a logo onto a post and calling it a day, Bearface let their influencers co-create. That meant content that didn’t feel like marketing—it felt like storytelling.
Whether it was a camping trip in Banff with the world’s top whisky influencer and four whisky photographers (basically the Avengers of the spirits world), or a live mural-painting activation at the Vancouver Mural Festival (with a pop-up bar, of course), Bearface knew how to make a scene—in the best way.
And let’s not forget Canada Day weekend, where all eight influencers activated simultaneously to kick off the campaign. Think of it like a synchronized social media toast—cheers, algorithms.
Strategic Sips:
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Influencer-Led Content Creation: Authentic content tailored to each influencer’s voice and visual style
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High-Impact Social Events: Live activations that blended culture, community, and whisky
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Smart Promotion: Targeted post boosts to lookalike audiences and a curated “master Bearface audience”
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Cost Efficiency: Achieved ~40% savings vs traditional brand promotions
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Sky-High Engagement: Top posts outperformed industry benchmarks—2.5x organic reach and 7.5x paid reach (thanks RivalIQ)
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Earned Buzz: Organic ripple effect with new influencers and consumers joining in, unprompted
Bearface’s campaign wasn’t just a product launch—it was a cultural moment for whisky lovers. Proof that when you pair great storytelling with even better whisky, your audience doesn’t just watch—they pour a glass and pass it on.
2. Clicks, Sips, and Shamrocks: How Jameson Blended Strategy With Sales
When it comes to whiskey, Jameson’s already a household name. But even legends need a refresh now and then—especially during peak holidays, where the competition is as strong as the drinks. So for St. Patrick’s Day 2023, Jameson USA did what any savvy spirit should do: they got strategic, got social, and tested their way to a successful sales spike.
Let’s set the stage. The goal? Boost both awareness and in-store sales during one of the most festive (and lucrative) times of the year. But here’s the twist: instead of guessing how to split their budget between upper-funnel brand awareness and lower-funnel ecommerce conversions, they ran not one, but two measurement studies. (Now that’s a brand that knows testing isn’t just for distilleries.)
Strategic Sips:
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Lift Studies with Purpose: Ran a Meta brand lift study and a Nielsen Catalina in-store sales lift study to measure both online and offline impact
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Two Budget Cells:
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Cell 1: 41% of budget toward ecommerce conversion objectives
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Cell 2: 14% of budget toward ecommerce conversion objectives
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Full-Funnel Approach: Balanced awareness and performance marketing to deliver across the purchase journey
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Multiplatform Placement: Deployed ads across six placements on Facebook and Instagram, targeting U.S. adults 21+
The results? Straight-up impressive. A 6% incremental lift in in-store sales proves that social ads aren’t just for clicks—they’re pouring over into real-world purchases. And in case you’re wondering if conversions cannibalize awareness, think again. The higher-conversion budget cell drove a 5.3-point lift in ad recall, showing that strong performance doesn't mean sacrificing brand love. (Call it the halo effect with a splash of ROI.)
Jameson used photo and video ads to do the storytelling—simple formats, powerful reach. No gimmicks, no overproduced stunts. Just a clean, well-poured social campaign delivered to the right people at the right time.
Source: Facebook Business
And while many brands still treat measurement like an afterthought, Jameson made it the core of their strategy. The result? Clear insights, smarter budget allocation, and sales results worth toasting.
3. Sip Happens: How Mia Wines Popped Off with Millennials (and Sales)
Some brands whisper their way back into the market. Mia Wines? They made a sparkling entrance—glass in hand, Instagram-ready, and fully tuned into their Millennial audience. With a bold reintroduction strategy led by THP, this Freixenet USA brand reminded everyone that Spanish sparkle belongs in every U.S. wine fridge.
Their mission was clear: get Mia Wines bubbling again in the U.S. market and win over the ever-elusive Millennial crowd. The approach? A full-bodied content and social media strategy that felt more like brunch with friends than traditional marketing. (Yes, rosé all day energy included.)
Strategic Sips:
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Custom Content Creation: Built a vibrant, consistent visual identity that resonated with Millennial aesthetics and lifestyle trends
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Targeted Social Strategy: Focused efforts on Instagram, the go-to social home for wine lovers and brunch enthusiasts alike
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Audience Engagement: Drove qualified traffic directly to product locators via ultra-optimized CPC
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Data-Driven Impact: Tracked impressions, follower growth, and CPC to measure and refine performance
The result? A 2,250% increase in Instagram followers, with over 1,100 new fans raising a virtual glass to Mia’s feed. That’s not just growth—it’s a glow-up. Combine that with 4.5 million impressions and a $0.86 cost-per-click (well below the $1.29 industry average), and you’ve got a campaign that didn’t just look good on paper—it delivered on every screen.
But here’s where the story really sparkles: a 16% increase in sales. All from well-executed social activations and content that didn’t just show the wine—it told the story, captured the mood, and practically poured itself into the audience’s lifestyle.
THP’s approach wasn’t just about pretty pictures (though, let’s be honest, those helped). It was about crafting a social presence that felt authentic, aspirational, and perfectly shareable. From curated visuals to influencer-level brand voice, Mia Wines positioned itself as more than a drink—it became a vibe.
4. Craft, Cans & Community: How Collective Arts Brewing Mastered Purpose-Driven Social
In a world where beer brands compete on hops, haze, and hype, Collective Arts Brewing decided to take a different route—one paved with creativity, connection, and community. And with over 2,000 artists collaborating on their packaging, $700K paid back to creatives, and a social media presence that’s as thoughtfully curated as their label art, this campaign proves you can build a brand on purpose (and still sell a lot of beer).
When 2020 turned the business landscape upside down, Collective Arts didn’t just pivot—they pirouetted. With taprooms shuttered and distribution interrupted, the team leaned into social media as both a storytelling tool and a digital storefront.
But rather than shouting “Buy now!” into the void, they asked a more meaningful question: “Here’s who you’re supporting when you do.” And that emotional honesty? It resonated.
Strategic Sips:
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Instagram as Community HQ: Built an engaged online space where product never overshadows purpose
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Visual Planning with Later: Ensured cohesive, on-brand content that balanced promotional and mission-driven messaging
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Link in Bio Optimization: Drove traffic to multiple calls-to-action simultaneously—14 K+ Link in Bio page views in just 3 months
Source: Collective Brew Instagram
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Storytelling-First Strategy: Elevated artist voices and humanized product messaging, keeping the brand’s ethos front and center
From artist stories to rhubarb gin close-ups, every post told a tale—and it’s this blend of visual storytelling and community focus that helped them weather a rocky year without losing brand soul.
And let's talk numbers: a 2,250% Instagram growth rate doesn’t happen by accident. It’s the result of consistent, compelling content that doesn’t just show what they do—it shows why they do it.
5. Small Beer, Big Impact: How CEEK Crafted a Digital Brew That’s Going Down Smooth
When you're a brewing company with a focus on low-alcohol, high-flavour beer, it’s safe to say you’re already shaking up the craft beer scene. But when Small Beer came to CEEK, they weren’t just looking for a buzz—they needed to carve out their digital presence in a world where beer brands are practically fighting for their place at the tap. Enter the magic of omnichannel marketing.
The challenge? To increase brand awareness and revenue in a crowded market. But the real task was clear: get the digital space to know Small Beer—not just as another low-alcohol option but as a brand that combines sustainability, tradition, and innovation in every pint.
Strategic Sips:
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Omnichannel Strategy: Launched a comprehensive approach with SEO, social media, and paid media to target audiences across platforms
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SEO Optimization: Transformed website traffic from 500 organic visitors per month in 2019 to a whopping 11,000+ monthly visitors in 2024
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Social Media Engagement: Grew Instagram following to 15,000+ with a campaign that balanced brand values with engaging content
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Paid Media Precision: Leveraged targeted ads to deliver instant results, ensuring that Small Beer wasn't just seen, but remembered
Despite the omnichannel success, the standout moment came from Small Beer’s social media strategy. CEEK didn’t just post product shots—they built a brand story that resonated with eco-conscious beer lovers. By showcasing sustainability efforts, behind-the-scenes brewing, and community-driven content, they turned followers into brand advocates.
The focus was on meaningful engagement, not just reach, helping Small Beer grow its Instagram followers. This approach transformed their feed into a space where values came first and sales followed naturally—proof that a well-brewed social presence can be just as satisfying as the product itself.
6. The King of the Craft Jungle: How Simba Brewed a Bold New Narrative for Indian Beer
In a market traditionally dominated by whisky and rum, craft beer in India once had the same odds as a snowball in a Delhi summer. But Simba didn’t just beat the heat—it brought its own storm. With the help of Wishbox Studio, this homegrown brand went from being a niche name in tier-II cities to a nationally recognized (and widely sipped) symbol of bold, bottled brilliance.
The challenge? Craft beer was still a novelty in India, and Simba had to fight off heavyweights like Bira, White Owl, and the occasional imported lager trying to play the exotic card. So Wishbox didn’t just market a beer—they built a movement. One rooted in authenticity, storytelling, and a little bit of rebellion.
Strategic Sips:
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Tier-II to Tier-A Strategy: Highlighted Simba’s unique rollout—from small cities to big metros—to position it as a true grassroots disruptor
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Influencer Engagement: Partnered with A-list voices like Jim Sarbh, Shikha Talsania, Anaita Shroff Adjania, and social media heavy-hitters to raise the brand’s profile
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Founder-Led Thought Leadership: Turned CEO Prabhtej Singh Bhatia into the face of the movement, humanizing the brand with passion and credibility
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Storytelling Over Selling: Promoted Simba’s eco-conscious brewing, bottled stout firsts, and authentic ingredients—turning USPs into conversation starters
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Three-Phase Strategy Execution: Combined timely content, consistent buzz, and a heavy media rotation to sustain momentum across cities
The campaign didn’t just work—it roared. Simba expanded from 3 cities to 15 across India, bringing its modern-meets-historic craft brewing philosophy to metros like Mumbai and Bangalore. It even inspired competitors to rethink their own strategies (looking at you, Bira).
With a brand identity that’s fun, fearless, and unafraid to lead with purpose (or a punchy tagline), Simba became the poster child for how a local craft beer can punch well above its ABV in a saturated market.
Raise the Bar: What Alcohol Brands Can Learn from These Buzz-Worthy Campaigns
From low-ABV disruptors to whisky-fueled influencer adventures, one thing is clear: storytelling, community, and creator partnerships are the new triple-distilled strategy. Across all campaigns, brands thrived by blending authenticity with performance marketing, leveraging influencers not just for reach—but for cultural relevance.
As the beverage space gets more crowded (and social feeds more curated), future success will belong to those who test, listen, and aren’t afraid to shake—not stir—their digital game.
Frequently Asked Questions
What are the key components of a successful campaign?
Successful campaigns combine creative storytelling, strong visuals, targeted audience engagement, strategic influencer partnerships, and strict adherence to legal and ethical guidelines.
Which social media platforms work best for promoting alcoholic beverages?
Instagram and Facebook are favorites for their visual and engagement features, while platforms like TikTok offer creative opportunities—but all require robust age-targeting measures.
How do brands ensure compliance with alcohol advertising regulations on social media?
They implement age-gating, monitor user-generated content, follow industry guidelines (such as those from trade associations and regulatory bodies), and work with legal experts to keep content responsible.
What role do influencers play in these campaigns?
Influencers create authentic, engaging content that resonates with niche audiences while driving brand awareness—provided they clearly disclose sponsored posts and adhere to age and content regulations.
Can user-generated content enhance social media campaigns?
Yes. Encouraging customers to share their experiences builds community trust and authenticity, though brands must moderate posts to avoid promoting excessive or irresponsible consumption.
What metrics indicate a campaign’s success?
Key metrics include engagement rates (likes, shares, comments), reach, conversion rates, and sentiment analysis, alongside compliance indicators like effective age verification.
Why is storytelling important in these campaigns?
Storytelling creates an emotional connection, highlights brand heritage, and differentiates a product in a crowded market—making campaigns more memorable and relatable.
