What have we done?
Part 1: New Perspectives on Cider, Perry, and Brandy Campaign
BevFluence® partnered with brands to introduce their cider and brandy to several industry experts, mixologists, creators, bloggers, writers, and other media. The BevFluence® community members who participated in this campaign shared their thoughts on the beverages using a combination of photos, videos, and interviews with the brands. These posts were amplified across multiple platforms through BevFluence’s proprietary methodology. The participants utilized this methodology throughout the campaign which included one Zoom session, sharing agreements, and overlapping comments. And through the American Cider Association, two BevFluencers became Level 1 Certified Cider Professionals during this campaign. The producers were also able to view posting metrics using the BevFluence Collaborations website.
Over the first half of 2023, the campaign’s hashtags (#ciderwithbevfluence, #underthebevfluence, #brandywithbevfluence) reached just under 124 thousand impressions and 22.5 thousand interactions from 310 social mentions (as indicated by a third party tracking software: Brand Mentions). This data does not include the metrics from several blog posts and podcasts that didn’t include the social hashtags. Below is a sample of the Instagram posts from this campaign.
Rendezvous: An In-depth Look at RTD Cocktails Campaign
BevFluence partnered with multiple brands where their ready-to-drink products were presented to a combination of industry experts, mixologists, bartenders, creators, bloggers, writers, and other media. Twenty-eight BevFluence community members participated in this campaign, sharing their thoughts on 33 RTDs from eight producers. The posts were a combination of photos, videos, and interviews with the brands and highlighted the RTDs’ portability and the various recipes. These posts were amplified across multiple platforms through BevFluence’s proprietary methodology. The participants utilized this methodology throughout the campaign which included two Zoom sessions, sharing agreements, and overlapping comments.
Within four months between May and August 2022, the campaign’s hashtags (#rtdbevfluence, #underthebevfluence, #bevfluence) reached over 4.6 million impressions from just under 100 influencer posts. There were 1.1 thousand mentions within this period in addition to 9.4 thousand interactions.
“It was great working with the Bevfluence team and group of influencers. As a small company, we didn’t have the time or resources to search for the right influencers who are passionate about food & bev and have an engaged following. Bevfluence made this very easy, and the group of influencers we worked with were engaged and responsive. Would definitely consider doing another campaign with the Bevfluence team in the future!” — CC DesRosiers, Proprietor Troop Beverage Company
Livermore BevFluence Experience
In May 2022, the BevFluence team travelled to the Livermore area for another BevFluence Experience, a regional event which enriched the local community by networking and collaboration with local influencers and wineries. Specifically, we visited with Dane Stark, founder of Page Mill Winery and Mark Clarin, winemaker at McGrail Vineyards and Winery. During these visits the influencers recorded multiple podcasts and blog posts while sampling through each winery’s portfolio. During the other days, the team and visiting content creators tasted through nearly 100 bottles of wine, the same amount of spirits, and approximately 40 Ready to Drink Cocktails. Each content creator recorded 60 second tasting videos, drafted tasting notes, or participating in podcast recordings.
Michigan Wine Collaborative
Seven BevFluence community members participated in the campaign, sharing their thoughts on these wines through various social media and provider platforms. Through several years of participating in online tastings and media excursions, the BevFluence team has developed a methodology to share and amplify content across multiple platforms. The participants utilized this methodology throughout the campaign which was kicked off with a video interview of Emily Dockery on the BevFluence YouTube Channel. In this interview, she described the unique characteristics of the Michigan wine industry and the challenges brought about by the COVID lockdowns.
The Michigan Wine Collaborative – BevFluence campaign unofficially concluded with a Twitter Wine Blogger Workshop where BevFluence, the Michigan Wine Collaborative, and winemakers discussed the campaign’s implementation. This discussion included the benefits of the BevFluence methodology, as well as suggestions on how wineries can better enable and support future influencer campaigns.
On social media, Instagram was the most popular platform, receiving widespread engagement from all influencers. In total, this campaign’s Instagram reach extended to 25,000 accounts with 7,000 unique views. The BevFluence members also posted frequently on Facebook in some instances replicating the content from Instagram. These posts reached 8,000 views. Several other platforms were also utilized, such as YouTube, blogs, and Twitter where this campaign unofficially concluded with a Wine Blogger Workshop where BevFluence, the Michigan Wine Collaborative, and winemakers discussed the campaign’s implementation, engagement, and reach. And one influencer was invited to a local news program to promote the campaign.
“Hi Justin! I wanted to reach out to thank you for involving Michigan wine in your latest campaign. I really enjoyed the variety of social media and digital marketing approaches and seeing the interactions with those posts grow. It is valuable that you guys have people of varying media backgrounds to tackle projects, and keep things fresh! Thank you for running a Collaborative and successful program featuring Michigan wines! Hope to work together again soon. Cheers!” – Emily Dockery Executive Director Michigan Wine Collaborative
Denver BevFluence Experience
In September 2019, the BevFluence team traveled to Denver to kick off the BevFluence Experience, a regional event which enriched the local community by networking and collaboration with local influencers. The goal of the event was to introduce the local influencers to both local beverage producers and to regions and states outside of Denver. In this latter case, we introduced the influencers to wines from Colorado, Michigan, and Virginia through each state’s Governor’s Cup Case Club. And to invigorate these tastings, we sampled these wines on their own and paired them with various candies. The BevFluence team also scheduled tasting events at several establishments where the team introduced the local influencers to the establishments. Together, we discussed with the establishment’s strategies for engaging with the local community – both consumers and influencers. There have been several promising results from this experience. The influencers published multiple blog posts and videos describing their experience which were all shared through social media platforms. Even more important were the relationships created between the local influencers, beverage establishments, and the Colorado Wine Board (CWB). The influencers have scheduled outings and events at these establishments. And reciprocally, the establishments and CWB have reached out to the influencers to help organize and implement events on their behalf.
To kick off the launch of the BevFluence Collaborations platform, BevFluence partnered with the Ryland Peters & Small publishing house to promote several cocktail books. However, the campaign focused on one book: Negroni: More than 30 Classic and Modern Recipes for Italy’s Iconic Cocktail. We are in the process of completing the campaign for the other books.
Ten BevFluence community members participated in the campaign, sharing their thoughts on the books through various social media and provider platforms. Through several years of participating in online tastings and media excursions, the BevFluence team has developed a methodology to share and amplify content across multiple platforms. The participants utilized this methodology throughout the campaign, which included two Zoom sessions with Negroni authors David T. Smith and Keli Rivers. In these sessions, campaign participants interacted with the authors and shared their favorite cocktails from the book, along with any enhancements they made.