The Challenge
Istil38 is a premium vodka distilled in Georgia. A new premium spirit has no shelf recognition. Alcohol is also one of the most restricted categories on social platforms, so the campaign had to build recognition through creators while staying inside age-gating and platform rules.
Our Approach
We built a compact creator campaign inside the drinks and hospitality community, briefed for compliance from the start.
- 28 creators were agreed across drinks, cocktail and lifestyle content
- Only creators with verifiably age-appropriate audiences were approached
- Briefs covered platform alcohol policy and responsible-drinking requirements
- All content was reviewed for compliance and brand fit before publication
Getting the compliance framework right first meant no content had to be pulled later, the usual cost of running alcohol campaigns at speed.
The Results
28 creators produced 43 pieces of content reaching an audience of 810,045, with no compliance issues across the campaign.
Age-Gating a New Premium Spirit’s Creator Roster
Alcohol campaigns follow Terrier’s standard shortlist-and-vet process with a compliance layer added at every stage: creators are checked for age-appropriate audiences before outreach, briefs cover platform alcohol policy up front, and every piece of content is reviewed for compliance and brand fit before it is allowed to go live. Usage terms are agreed before production starts.
What 43 Pieces of Content Built for a Restricted Category
28 creators producing 43 pieces of content that reached 810,045 people is a reach figure, not a sales figure. It shows how much recognition a new premium spirit built inside a heavily restricted advertising category. The “no compliance issues across the campaign” result matters as much as the reach number for a brand this new to market.
