Four Corners Gin is a distinctive new gin inspired by American flavours, launching into the competitive New England drinks market. Terrier Agency designed a pre-launch influencer seeding campaign to build awareness and credibility before the product reached retail shelves, timed to coincide with the 4th of July for maximum cultural impact.
The campaign seeded exclusive pre-release samples to 64 carefully selected influencers across New England and major US cities, all briefed on the brand story and coordinated to publish around the launch date. The programme generated 62 pieces of content, 46 Instagram Stories and 16 feed posts, delivering 296,373 impressions to a combined following of over 2.3 million.
Precision influencer selection and tight launch timing gave Four Corners Gin an authentic presence within the drinks community from day one.
Building Credibility Before the Bottle Is on a Shelf
A new spirit has no track record for a drinks audience to judge it by, which is why the campaign ran before launch rather than after it. Seeding samples gives creators time to actually try the product and form a genuine view, rather than posting on the strength of a press release. Coordinating publication around the 4th of July ties the content to a moment when American-flavoured drinks are already part of the conversation, rather than competing for attention on an arbitrary date.
What 62 Pieces of Pre-Launch Content Buys
62 pieces of content, 46 Instagram Stories and 16 feed posts, delivering 296,373 impressions to a combined following of over 2.3 million is a pre-launch visibility figure, not a sales number; the campaign ran before the product reached retail, so there is no sell-through figure this page could honestly cite. What the split between Stories and feed posts shows is a mix of lower-commitment, high-frequency content and more considered, permanent posts, giving the brand both immediate reach in the days around launch and content that stayed visible on creators’ profiles afterwards.
