Skurnik Wines is a wine importer and distributor that partnered with Terrier Agency to grow awareness for its Pinot Project brand through influencer marketing. We designed two targeted summer campaigns running simultaneously: American lifestyle influencers received canned wines paired with a book from a co-branding partner, while sommeliers received a bottle of Pinot Noir with special glasses.
The dual-segment approach activated over 100 influencers, with 101 going live and generating 171 pieces of content. The campaign reached a total audience of 2.3 million, with a combined following of over 2.3 million across both tracks.
By pairing curated gifting with clear lifestyle narratives, the campaign gave creators a genuine story to tell — driving authentic engagement among both consumers and wine-trade professionals.
Running Two Audiences Through One Alcohol Campaign
Alcohol campaigns aimed at both consumers and trade professionals need two separate briefs running at once, because what a lifestyle influencer’s audience wants to see and what a sommelier’s audience expects are not the same content. Terrier’s process handled that by building two tracks in parallel — canned wine and a co-branded book for lifestyle creators, a bottle of Pinot Noir and glassware for sommeliers — with platform alcohol policy and audience-appropriateness checked on both before anything went live.
What 2.3 Million Reach Did for Two Wine Audiences
101 influencers live, 171 pieces of content and a combined reach of 2.3 million describe how far the Pinot Project name travelled across both audiences, not a case-sales number. Running the split rather than one blended campaign is what the reach figure actually reflects: consumer and trade audiences each received content built for them, so the same total reach did two different jobs instead of one generic one.
