Catalina Wines, owned by Jovial Family Wines, wanted to grow brand awareness among its target consumers — but strict restrictions on alcohol advertising ruled out conventional paid channels. Terrier Agency was brought in to research the wine influencer landscape, build an Instagram-specific strategy and run the campaign end to end.
Over a three-month campaign, 130 creators went live with 270 pieces of content, reaching a combined following of 7.4 million. The activity generated 837K impressions and 6,064 engagements at a 0.72% engagement rate, with customised outreach sent directly from the brand’s own Instagram account.
Creators proved highly receptive to the brand, producing high-quality user-generated content that gave Catalina Wines an authentic route to market that paid advertising could never offer.
Building Reach in a Category That Can’t Run Paid Ads
Where alcohol advertising restrictions rule out conventional paid channels, the influencer route has to carry the whole awareness job, so Terrier’s process for this campaign started with landscape research into who was already talking about wine on Instagram, then built the strategy and outreach around that platform specifically rather than spreading thin across several. Every collaboration was run through the brand’s own Instagram account, keeping outreach and compliance in one place.
What 7.4 Million Reach Bought Without Paid Media
130 creators, 270 pieces of content and a combined reach of 7.4 million measure how much of the wine-interested Instagram audience the brand reached without paid media — a visibility figure, not a sales figure. The 0.72% engagement rate sits lower than some of the campaign’s peers, but for a brand relying entirely on organic and creator-led reach in a restricted category, the volume of content and the resulting high-quality user-generated output is what mattered most.
