Best Influencer Marketing Campaigns for Alcohol Brands

Influencer marketing is no longer just a “nice-to-have” strategy for alcoholic beverage brands—it’s a must. As the industry pours more resources into this space, the numbers speak for themselves: a $1.75 trillion market in 2023 and growing.

But it’s not just about increasing visibility—it’s about creating authentic, long-term relationships with consumers. Brands are shifting toward deeper, more interactive influencer campaigns, moving beyond one-off promotions to build real, lasting connections.

But what does that actually look like in action? Take Michelob ULTRA’s recent “Save It, See It” campaign—a masterclass in blending social media strategy with influencer collaboration. The campaign’s focus on women’s sports and long-term partnerships wasn’t just clever—it was impactful, driving up engagement and positioning Michelob as a leader in both sales and brand loyalty.

Want to know the secret behind this successful blend of strategy, community, and influencer power? Keep reading to uncover the campaign's winning approach and explore more industry-leading campaigns!

1. Michelob ULTRA's Influencer Marketing: Wellness, Beer, and the Perfect Blend

When Michelob ULTRA decided to merge influencer marketing with the world of wellness, they didn’t just tap into a trend—they became the poster child for it. As per their 12th Annual Shorty Awards entry, the brand cleverly blended fitness and beer to target active consumers who don’t believe in choosing between a six-pack and a six-pack (of abs). Their Instagram Partnership campaign worked wonders, pushing ULTRA into the stratosphere of influencer-driven success.

Campaign Brief and Strategic Approach

Michelob ULTRA’s strategy wasn’t just about getting influencers to post pretty pictures of beer—no, they went deeper. They enlisted a roster of wellness advocates who were already the poster children for healthy living.

The goal? To reimagine beer in the context of a fit and active lifestyle. Since 2017, ULTRA’s formula has included influencers who enjoy beer as much as they enjoy their morning workouts. By crafting long-term collaborations, they built genuine partnerships, not just one-off campaigns. Their influencers weren’t just content creators—they were part of the creative team, consulted for product development, and even helped curate consumer events.

Strategic elements included:

• Ambassadors as consultants: Influencers provided valuable input beyond content creation.

• Long-term collaboration: A full year of partnership kept the brand top-of-mind with consistent content and engagement.

• Personalized engagement: Custom fitness gear and exclusive events helped maintain long-term influencer relationships.

Impactful Influencer Selection

Michelob didn’t just go for Instagram celebrities—they carefully picked influencers who lived and breathed the wellness lifestyle, from Bachelorette winner Shawn Booth to ultra-marathoner Dean Karnazes. These ambassadors embodied the brand’s values, adding authenticity to every post. Their diverse backgrounds, from fitness instructors to professional athletes, ensured the message reached an audience from every angle.

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A post shared by Shawn Booth (@shawn_booth18)

Key Results: A Cheers to Success

Talk about shattering KPIs. With 2,100 pieces of content and a mind-blowing 26.8 million social impressions, Michelob didn’t just hit their targets—they exceeded them. The campaign saw a 13.3% engagement rate (almost three times the expected rate!) and generated $2.3 billion in revenue. A 16.7% sales growth placed Michelob ULTRA as the second-best-selling beer in the U.S. The numbers don’t lie—this was a gold medal performance.

Challenges and How They Were Knocked Out

One challenge might’ve been balancing wellness messaging without sounding like a health guru on a mission. But by partnering with influencers who truly embodied an active lifestyle, the messaging was genuine and seamless. Another hurdle was keeping the brand’s voice consistent across such a diverse group of influencers.

The solution? Clear guidelines, constant communication, and influencers who were in it for the long haul.

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

When Barone Ricasoli, one of Italy’s oldest and most prestigious wineries, wanted to break into a new generation of wine drinkers, they didn’t just bottle up their heritage and hope for the best—they went digital and tapped into the power of influencers. Teaming up with WineWorld and Pronto, they created a unique, influencer-driven campaign that blended wine, social media, and a touch of Tuscany magic.

The result? Millions of new eyes on their product and a dramatic boost in brand awareness.

Campaign Brief and Strategic Approach

Barone Ricasoli’s challenge was clear: how do you bring the timeless appeal of a centuries-old winery to a younger, digital-first audience? The solution was the creation of a 'social story'—a digital journey where influencers and consumers became co-creators. This wasn’t just about pushing product; it was about crafting an experience.

By engaging influencers at every stage of the process—from promoting a wine-making competition to sharing behind-the-scenes footage of a wine creation in Tuscany—the campaign ensured that Barone Ricasoli’s heritage was paired perfectly with innovation. The result? A whole new generation of wine lovers.

Key strategic elements included:

• Ambassadors as judges: Four top Swedish wine influencers were brought in as part of a jury to select the competition winner and travel to Tuscany, ensuring the campaign had instant credibility.

• Influencer-powered traffic: Influencers drove people to apply for the competition, creating a crowdsourced wine by involving their followers at every step.

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

Impact and Results

The numbers? 3 million impressions. 700 applications for the wine competition. And a 460% increase in Facebook page likes, with an additional 307k impressions from the Instagram hashtag. The social story reached 2.5 million people, generating a whopping 7.5 million impressions, which returned a PR value nearly 400% higher than the campaign investment.

The entire experience was centered on a younger demographic (over 25), with 60% of visits coming from mobile and tablet. Videos generated over 20,000 views, proving that this wasn’t just a flash-in-the-pan campaign—it was an engagement powerhouse.

Keys to Success

The real secret sauce here? Listening. Pronto understood that in the ever-changing world of digital influencers, active social listening to conversations within the wine community was key to keeping the campaign relevant. By selecting the right influencers—those who genuinely connected with the brand—they were able to create a story worth sharing, inviting both influencers and consumers to become a part of something bigger than just a promotional campaign.

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

Launching a new alcohol brand with a small team, a modest budget, and a mission to shake up the gin market? Sounds like a recipe for a David vs. Goliath story—except in this case, the David is armed with influencers and sass, and Goliath is just a stale bottle of gin.

Enter Hey, Hei, a fresh gin and juice seltzer brand that took the Miami scene by storm in May 2023. And how did they manage to outshine competitors and build a loyal fan base? With a smart, strategic influencer campaign that knew exactly how to capture the city’s attention.

Campaign Brief and Strategic Approach

Hey, Hei's strategy was clear from the start: break into the South Florida market (especially Miami) by targeting the young, vibrant crowd and flipping the script on traditional gin marketing.

The spirits market was seeing a surge in 2022, but gin? Not so much. Recognizing this gap, Hey, Hei sought to infuse vibrancy into what’s often seen as a “dark and dry” category. The goal was to build brand awareness, drive sales, and develop distribution partnerships in just three months. With a team of six and a startup budget, they had to get creative, and influencer marketing became their secret weapon.

Key strategic elements included:

• Diverse influencer mix: Hey, Hei didn’t just partner with food or drink influencers. They looked for local spirit in Miami, targeting a broad mix of influencers—from social mixers in fashion and beauty to spontaneous entertainers like street interviewers and shuffle dancers.

• Personal, grassroots approach: Instead of the usual cold email, Hey, Hei took influencers out for drinks and dinner, building personal relationships that paid off in enthusiastic collaboration and discounted rates.

• Content freedom: The brand gave influencers the freedom to bring their own style to the campaign, which resulted in vibrant, authentic content that resonated with their followers.

Influencers Involved

The Hey, Hei team worked with a variety of influencers who embodied the spirit of Miami and connected with their target audience. Notable names included @dhatgirlbecca, @lordcaribbean, @gabyvaldess_, @explorewithgg, @merewana, and others who created content that was as diverse as it was engaging.

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A post shared by GABY VALDES (@gabyvaldess_)

Whether it was videos showcasing the fun of trying a new drink, or photos highlighting the Miami lifestyle, these influencers brought Hey, Hei’s brand to life in a way that felt organic and fresh.

Influencer Marketing Results

The campaign’s numbers tell the story of a successful splash in the Miami scene:

• 8.41M impressions and 757K video views made this campaign hard to ignore.

• With an average 2.03% engagement rate, Hey, Hei outperformed competitors and even beat influencers’ own personal bests in engagement.

• The campaign was so successful that some influencers organically created posts beyond their paid content, proving the authenticity of the brand's appeal.

Lessons Learned & Future Plans

Hey, Hei’s success wasn’t just in the metrics—it was in building genuine relationships with influencers, which led to an organic buzz. The brand found that engaging in conversations and responding to comments helped increase brand love. Plus, their scientific experimentation with influencer types and content themes gave them key insights into what works—and what doesn’t.

Looking ahead, Hey, Hei plans to continue its influencer partnerships, launch gifting campaigns, and even set up a local ambassador program. If this campaign is any indication, Hey, Hei is just getting started—cheers to that!

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

When Jameson tapped comedian Aisling Bea for its "Widen the Circle" campaign, it wasn’t just about pairing an Irish whiskey with an Irish talent—it was about infusing the brand’s legacy with a dose of fun, humor, and a bit of boldness.

Directed by Emmy-nominated Jake Scott, this campaign aimed to remind us that life is better when shared, encouraging people to step out of their comfort zones and connect with others. So, did this match make the perfect cocktail? Let’s break it down.

Campaign Brief and Strategic Approach

Jameson, the world’s bestselling Irish whiskey, knows its audience. Primarily male (70% on Twitter and Instagram), Jameson’s fans skew toward professionals in food and beverage, marketing, and entertainment, with a strong presence in key cities like Dublin and New York. But they also have a well-rounded love for whiskey, music, comedy, and even a bit of the absurd.

The brand wanted to go beyond its core, tap into more female consumers, and especially target a British audience, which is why Aisling Bea, a rising star with a loyal following in the UK, was the perfect choice.

Key strategic elements included:

• Targeted influencer selection: Aisling’s strong comedic persona and relatable charm were aligned with Jameson’s brand values of authenticity and fun.

• Breaking stereotypes: Aisling’s campaign aimed to reach more women and British consumers, pushing Jameson beyond its traditional audience.

• Emotional appeal: Encouraging real human connections, the campaign invited audiences to step outside their comfort zones, an easy fit for someone as spontaneous and playful as Aisling.

Influencers Involved

As mentioned, Aisling Bea, best known for her role in This Way Up, was the key influencer in this campaign. With a total social reach of 1.54 million, she brought creativity, humor, and a fresh approach to Jameson’s traditionally male-dominated audience.

While whiskey isn’t typically associated with Aisling’s comedy-focused audience, her role as a connector—helping people engage and share moments—was the perfect fit. Additionally, Aisling’s influencer network includes other notable personalities like Chris O'Dowd, Katherine Ryan, and Caitriona Balfe, giving the campaign an extra dose of star power and cross-promotion.

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The Mix Dublin (@themixdublin) 分享的帖子

Impact of the Collaboration

By bringing Aisling into the fold, Jameson successfully expanded its reach, targeting new demographics in the UK and among female consumers. The combination of humor, heritage, and authentic connection resonated well with the audience, enhancing brand visibility while staying true to the Irish roots of the brand.

5. Jack Honey: A Sweet Summer Blend of Influencers and UGC

Jack Daniel’s Tennessee Honey—smooth, sweet, and ready to shine on a summer day. To amplify the buzz around this unique blend of whiskey and honey liqueur, Jack Daniel’s turned to an influencer strategy that perfectly mixed UGC (user-generated content) with the creativity of micro-influencers. The results? A campaign as refreshing as a Jack Honey cocktail on a warm evening.

The Challenge

Jack Daniel’s wanted to elevate the visibility of Jack Honey and ensure its unique flavor, combining whiskey with honey, was top of mind for consumers. The goal was clear: increase awareness and generate excitement for the product, ideally positioning it as the go-to summer drink. But how do you stand out in a crowded market where the competition is stiff and the choices are endless?

By leveraging the power of influencers and encouraging authentic content that highlights the carefree, sun-soaked vibes of summer.

The Solution

Enter the UGC + influencer contest combo. The campaign asked 14 carefully selected micro-influencers to create their own unique Jack Honey moments. Armed with hashtags like #JackHoney, #FriendsOfHoney, and #HoneyDays, these influencers got creative, mixing up refreshing drinks and capturing sunny moments that matched the brand’s vibe: relaxed, fun, and easy-going.

To spice things up, the influencers competed to generate the most engaging content. The best posts were selected based on creativity and engagement, ensuring that Jack Honey’s campaign was not only eye-catching but also rooted in authenticity.

Key strategic elements included:

• UGC as a focal point: Encouraging influencers to create content that felt natural and aligned with the brand’s image of summer relaxation.

• Social media contest: Influencers were incentivized with rewards for their top-performing content, making the campaign a friendly competition that boosted engagement.

• Targeting the right influencers: Jack Daniel’s used advanced filtering options to ensure they partnered with influencers who aligned perfectly with their audience and campaign goals.

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A post shared by Sorina Cristudor | UGC Creator |Social Media Specialist (@sorr.sorrr)

The Results

With an impressive 38K reach, the campaign didn’t just hit its target—it sizzled. Influencers generated 58 unique pieces of user-generated content, drawing 5.7K engagements. Reels were the true star of the campaign, attracting 444 average likes and 26 comments per post.

The campaign generated buzz not only with Jack Daniel’s core fanbase but also with new customers who found themselves intrigued by this light and refreshing summer option. The content was relatable and fun, with comments like: “This looks perfect for summer” and “I mostly find Jack Daniel’s a bit heavy, but this honey version sounds good.”

6. Fireball’s Party-Fueled Influencer Campaign: How to Ignite a Brand’s Social Presence

When it comes to Fireball Whiskey, the brand doesn’t just sell a drink—it’s an experience. A drink that’s been a staple in American party culture for years, Fireball needed an influencer marketing strategy that could match its bold persona and appeal to its Gen Z and Millennial crowd. How do you fuel a fire that’s already burning? By pouring on the right influencers and keeping the flames high on social media.

The Challenge

Fireball wasn’t just looking for any influencer—they needed the perfect party people who could truly embody the energy and fun associated with their product. The goal? Position Fireball as the top choice for social events and parties, ensuring that when there's a celebration, Fireball is at the center of it all.

With the cultural landscape constantly evolving, Fireball needed to keep up with the fast-paced world of social media while staying true to its roots.

The Solution

Enter The Goat Agency, the influencer marketing agency selected to handle Fireball’s ambitious goals. The strategy was all about staying "always-on", meaning that Fireball’s presence never waned. The team created multi-channel influencer activations, timed to hit during peak social moments and cultural events throughout the year.

The focus was on Instagram Reels—a platform where fun and spontaneous moments thrive, perfect for a product that’s all about enjoying life’s celebrations. Fireball’s influencer partners created and shared engaging content, bringing their followers into the brand’s high-energy world.

在 Instagram 查看这篇帖子

 

1876 Bar & Restaurant (@1876qt) 分享的帖子

Key strategic elements included:

• Hero influencer activations: Targeted campaigns around key seasonal events, ensuring Fireball was part of the conversation at the right time.

• Content diversification: A mix of organic influencer content and paid amplification to reach wider audiences while keeping the messaging native and authentic.

• Always-on presence: Fireball’s campaign wasn’t a flash in the pan; it was designed to remain visible and relevant year-round, capturing the essence of spontaneous fun whenever it was time to party.

The Results

Fireball’s influencer strategy didn’t just light a spark—it created a blazing inferno of engagement. The campaign reached a massive 9.6 million impressions, with Instagram Reels content alone garnering 1.1 million views. The engagement rate was an impressive 60%, showing just how well the content resonated with the brand’s target audience. That’s more than just a few likes and shares; it’s a full-on party in the comments.

Stirring the Pot: Key Takeaways for Alcoholic Beverage Brands

Across these campaigns, the common thread is clear: authentic influencer collaborations and strategic audience targeting are essential for success. Brands like Michelob ULTRA, Jack Honey, and Fireball demonstrate the power of consistent engagement, UGC-focused content, and personalized influencer partnerships.

The trends show that wellness, social connection, and experiential marketing are key drivers for the future. Brands should continue to innovate, experiment, and build genuine relationships to stay ahead in this ever-evolving space. Cheers to bold, creative strategies!

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.