The Challenge
Sheringham Distillery is a craft distillery on Vancouver Island, known for its seaside gin. Craft spirits compete on story rather than budget. Sheringham’s distinguishing feature (local botanicals, coastal provenance) only works if creators have the space to tell it, and alcohol platform restrictions limit how directly that can be done.
Our Approach
We ran a high-volume campaign built on provenance-led storytelling within the drinks community.
- 144 pieces of content were produced, giving the provenance story repeated exposure rather than a single telling
- Creators were selected from food, drink and regional lifestyle content, weighted to audiences receptive to craft producers
- Briefs centred on the distillery’s story and botanicals rather than product specification
- All content met platform alcohol policy and was approved before going live
Volume worked here because each creator told the same story differently, building familiarity instead of repetition.
The Results
144 pieces of content reached an audience of 3,055,740 and generated 11,751 engagements.
Clearing Alcohol Policy Checks for a Vancouver Island Distillery
Alcohol campaigns follow the same shortlist-first process as any other category, with one addition: every piece of content is checked against platform alcohol policy before it goes live, alongside the standard audience-fit and brand-guideline review. Usage and exclusivity terms are agreed at the outset, creators are briefed, and content is produced in waves so the story can be repeated by different voices rather than told once.
What 144 Pieces of Provenance Content Reached
3,055,740 in audience reach and 11,751 engagements across 144 pieces of content describe how far the provenance story travelled and how many people reacted to it, a reach and engagement figure, not a sales figure. For a small craft distillery competing against far larger drinks brands, that is a measure of story visibility rather than a claimed commercial result.
