Seven Seasons is an Australian distillery crafting spirits inspired by the seven seasons of Gulumoerrgin, Larrakia People, using natural ingredients drawn from Country. Its flagship Green Ant Gin had appeal well beyond traditional gin drinkers, so Terrier Agency designed a three-month influencer campaign to introduce it to entirely new audiences.
Twenty influencers were selected for their genuine ability to connect with the brand’s story — its homeland, ingredients, and culture — rather than follower counts alone. The campaign produced over 50 pieces of original content, 187,456 impressions, and reached a combined following of 1,376,779, with creators spotlighting both the gin’s unique botanicals and its distinctive bottle design.
The organic, story-led approach took a craft spirit with deep provenance to communities far beyond the existing spirits audience.
Casting for Cultural Story Over Category Fit
A gin rooted in Larrakia culture and Country needed creators who could carry that story credibly, so the shortlist prioritised genuine connection to the brand’s narrative over spirits-category following — Terrier’s process for provenance-led briefs, where fit is assessed against the story being told rather than audience size alone, with usage and exclusivity agreed before the three-month production run began.
What 187,456 Impressions Over Three Months Shows
Twenty influencers producing over 50 pieces of content generated 187,456 impressions from a combined following of 1,376,779 — an impressions figure describing how far the botanicals-and-provenance story travelled, not a sales number for a craft spirit. Sustaining that reach across three months, rather than a single burst, is what let both the gin’s ingredients and its bottle design reach audiences well beyond the existing spirits-drinking base the brand set out to find.
