Drink Victorian is a Food and Drink Victoria initiative celebrating the rich diversity of beverages crafted within Victoria. Terrier Agency curated a team of 9 local influencers — each with a genuine passion for the region’s drinks scene — to engage locals and expand the reach of the initiative’s events throughout June.
The team produced 12 dedicated Instagram posts and 20 Stories showcasing Victorian beverages and campaign events, generating over 1,000 engagements and reaching a combined following of more than 354,000.
By prioritising local authenticity over broad reach, the campaign delivered content that landed as organic advocacy rather than paid promotion — connecting a wider audience to the stories behind Victoria’s drinks.
Why Local Authenticity Was the Casting Brief
A government drinks initiative needs advocacy that reads as genuine rather than paid, so the casting brief prioritised influencers with a real, pre-existing passion for Victoria’s drinks scene over reach alone — Terrier’s process for values-led briefs, where the shortlist is built around demonstrated interest and past content in the category, then creators are given room to cover the initiative’s events in their own voice rather than a supplied script.
What 354,000 in Combined Following Meant Across a Month of Events
Nine influencers producing 12 posts and 20 Stories across June reached a combined following of more than 354,000 and generated over 1,000 engagements — a reach and interaction figure describing how many people the events content was shown to, not an attendance or sales number. For an initiative built on organic advocacy rather than paid promotion, that spread across a full month of events is the reach a smaller, values-matched creator team was designed to deliver.
