Social media marketing for alcohol brands on a budget - Consumer Intel

Prioritise content that feels authentic

Consumers engage most with brands that feel personal and relatable. According to Tom Khan-Lavin, co-founder of drinks marketing agency YesMore, high production values are nice, but not essential in the beginning.

“It’s better to do something than nothing,” he says. “Focus on authenticity and genuine connection. Leverage readily available tools like your smartphone for content creation.” He suggests brands start small, use templates and gradually improve production quality as time and budget allow.

High-Proof Creative founder Karen Locke echoes this sentiment: “Humans love rhythm, so posting content consistently can help with engagement. Organic engagement takes time, but if you can find the right people who will engage and follow your brand – it’s worth the effort.”

Connect, don’t just broadcast

One mistake some start-ups make is to treat social media as a one-way advertising platform. The Social Element new business coordinator Kim Brown emphasises the importance of interaction: “Be human, treat your brand’s social as you would your own – spreading joy, inspiration and a sense of community.”

Khan-Lavin agrees that engagement should be a key focus. “Social media is a dialogue, not a monologue,” he says. “Think two-way conversation over one-way broadcast.

“Actively listen to your audience, participate in relevant conversations via comments, hashtags and trending content.”

Be smart about influencer partnerships

Influencer marketing is a powerful way to amplify reach, but it’s also becoming increasingly expensive. Tim Simmons, founder of UK aperitif start-up Sipello, can attest to the high prices being charged but is sceptical about blindly paying influencers without ensuring authenticity.

YesMore’s Khan-Lavin suggests an alternative approach. “Invest your time in identifying influencers who genuinely connect with your brand and its values,” he recommends. “Offer them product, exclusive experiences and build long-term partnerships. Value exchange is key here.”

Rather than paying hefty fees for single posts, Khan-Lavin advises developing long-term relationships that feel natural and credible.

Creativity over consistency in content

While consistency matters, content needs to stand out. Vas Art, head of marketing at Canada-based OhBev Agency, urges brands to embrace bold creativity.

“You’re competing with all kinds of content in consumers’ feeds – not just rival beverage brands,” he says. “If your content is merely ‘good,’ it risks getting buried. It needs to be dramatically different.”

He cites the example of Tito’s Handmade Vodka, which has adopted the tagline ‘vodka for dog people’ and cleverly integrates pets into its Instagram feed, making the content unique and shareable.

Art also cautions against relying solely on social media. “It’s easy to feel pressured to go all-in on social, but remember that platforms throttle organic reach unless you pay for ads,” he says. “Some brands build healthy sales with minimal social presence by leveraging alternative channels – SEO, local media coverage, pop-ups and collaborations.”

Lean into platform features and trends

The Social Element’s Brown suggests that brands should not only create original content, but also take advantage of platform-specific features.

“Be ready to react and jump in on trending moments – this is the best way to be social,” she says. “Lean into the platform features. You don’t need to create video or even visuals for every scenario.”

Brown also highlights the importance of community engagement: “Spotlighting the consumer experience through user-generated content and rewarding those who advocate for you builds loyalty. Social media fosters community.”

Invest in ads wisely and consider non-social tactics

High-Proof’s Locke emphasises that while organic social media efforts matter, paid advertising is essential. “Leveraging social channels on a tight budget can be tricky since most platforms are pay-to-play now. If your budget is small, I always recommend consistency and engagement.”

Meanwhile, OhBev’s Art warns against blindly pouring money into social ads without considering other options. “If you have US$1,000 earmarked for brand awareness in Los Angeles, you might get more value by sponsoring engaging local media content than through paid social ads.”

Finding the right balance between paid and organic strategies is crucial for fledgling businesses operating on a limited budget.

YesMore’s Khan-Lavin sums up: “Overall, marketing and advertising via social media – or any channel – is going to cost you in either time or money.

“It’s your job to decide which things you and your team can feasibly take on yourselves and then invest time into them, or prioritise which you outsource to experienced professionals.