Producer Mezcal is positioned as the world’s best-tasting small batch mezcal — refined, approachable, and exceptionally smooth.

When the brand president approached me, his direction was simple:

“We have no idea what direction we need to go with social. I’m hiring you. Make me a hero.”

No roadmap. No content direction. No platform positioning.
Just trust.

The Challenge

Alcohol is one of the most restricted industries on social media.

Unlike lifestyle or CPG brands, alcohol accounts face:

• Increased content flagging

• Reduced algorithmic distribution

• Strict bio requirements (21+ disclaimers)

In short: alcohol brands do not grow the way normal brands grow.

Strategy

I built a creator-first distribution model.

• Leveraged Instagram Collab posts to tap into creator audiences
• Built long-term partnerships instead of one-off deals
• Negotiated repeat collaborations to stretch budget
• Positioned the brand within trusted voices in the alcohol niche

Instead of fighting platform restrictions, we worked around them..