05 May Under the Influenc(ers)
For so many businesses trying to hack success on social, liquor brands have shaken and stirred their way into the lifestyle landscape across blogs and Instagram by way of influencers. How? Consumers are buying authenticity through lifestyle, not directly by way of product.
Consumers put more trust in influencers than traditional advertising methods. Still, among influencers, we can distill it further. As reported by Sami Main in AdWeek.com, “Micro-influencers’ engagement on social is actually higher than that of celebrity influencers, as their smaller followings bring a more personal touch.” “When it comes to celebrity accounts, who have maybe millions of followers nobody actually believes that a celebrity is a real fan of a product they’re trying to sell,” said Kyla Brennan, the founder, and CEO of HelloSociety, an agency that connects brands with influencers for specific campaigns. In fact, HelloSociety reports engagement rates are 60% higher.
“Every time I share a recipe, technique, or experience on my Instagram page, it is at a 1:1 relationship with whoever is reading my post. Even though many people may read the post, each person’s curiosity is sparked by something different. It’s a unique moment to engage with somebody else and reach them in an impactful moment.
Transparency comes to life in the storytelling background of the cocktails, sharing of recipes and their exact measurements and proportions, the inspiration for the cocktail, and rich, cultural detail that is prominent for some cocktails.” says Tyler.
Of course, for certain brands, rich heritage and brand storytelling existed well before “all media platforms”. Case in point: a fine 50-year single malt scotch from Scotland’s Highland Park Whisky, founded in 1798.
Every time I share a recipe, technique, or experience on my Instagram page, it is at a 1:1 relationship with whomever is reading my post. Even though many people may read the post, each person’s curiosity is sparked by something different. It’s a unique moment to engage with somebody else and reach them in an impactful moment. – Tyler Zielinski, Bon Vivantito
The craft cocktail phenomenon has certainly boosted liquor brand profiles and encourages consumer trial for a brand that you might not otherwise think to sample. For Cinco de Mayo, Bon Vivantito has influenced me to try the featured Voodoo Margarita.
Inspired by Voodoo Doughnut’s Margarita Doughnuts – in collaboration with Jose Cuervo.
1 1/2 oz Jose Cuervo Especial
3/4 oz Lime
1/2 oz Applewood-Smoked Agave Syrup (traditional Agave Syrup works here as well)
Topped with Bitter Lemon Tonic & Splash of Mezcal
Garnish: Lemon twists and zest / Sugar-salt rim
Mixing Instructions: mix all ingredients (other than tonic) in shaker with ice. Shake, double strain over rocks in glass, add tonic & garnish. Sip and enjoy.