How to Use Social Media to Launch a Tequila Brand

Building Brands from the Ground Up

When a brand is initially created, they start with exactly zero followers, zero likes, zero views, and zero fans. Building a social strategy from a goose-egg is a daunting prospect for any content marketer.
Nick and Richard have discovered an approach to marketing their brand new brand in a regulated environment that cultivates engagement and builds loyalty from the ground up… literally.
Their guerrilla marketing tactics involve starting engagement on social and then taking it to the streets with bar crawls and tasting at the hot spots in town. This not only provides content for their social channels but also helps them identify ambassadors of the brand from the customers and bartenders they encounter.
They have also learned that while talking to the current state of the brand is important, it’s knowing and sharing the brand’s origin story that moves the needle. Staying true to the brand history keeps social campaigns on message and aligned with the product.

In This Episode

• Why starting from scratch means letting your friends and families be the advocates you don’t have
• How investment in sharing your brand’s backstory leads to faster and deeper engagement with consumers
• How a background in the arts leads to building a good foundation in business communication
• Why successful guerrilla marketing means starting online before taking it to the streets

Quotes From This Episode

“The bartenders are the gatekeepers, and they often decide which liquor brands live or die.” —@RichardAPomes
“We were created by a bartender, so we have an allegiance and alignment with them.” —@NickHasselberg
“Those are our influencers on the ground, and certainly with social, they help provide followers, and they provide content to us as well.” —@NickHasselberg
“The perfect recipe has been the variety of our content and making sure that we don’t overdo it.” —@NickHasselberg
“It’s becoming a lot more than just the Cuervo-Patron category.” —@NickHasselberg
“The liquor industry likes to go through trends almost the same way the fashion industry does.” —@RichardAPomes
We know who our target consumer is and we know that helps us refine our voice and our content. Click To Tweet
“Let’s get beyond being holy about the experience. Let’s just enjoy right now.” —@NickHasselberg
“In our small way, we’re trying to send Ghost Tequila all over the world.” —@NickHasselberg
“In any industry, no matter what you do with your life, having an arts experience is a good foundation for anything.” —@RichardAPomes
Get on your computer, learn about us, but then put it down and come out with us. Click To Tweet
“There’s a difference between your impressions and your quality impressions.” —@NickHasselberg

Resources

• Richard Pomes on Twitter: @RichardAPomes
• Nick Hasselberg on Twitter: @NickHasselberg
• Ghost Tequila on Facebook, Twitter, Instagram
• Peaches and Herb
• Summon The Spirit
• Ghost Tour
• Drizly
• Steppenwolf Theatre Company