Wharf Distillery is a craft gin brand with strong B2B credentials in the distillery trade, but little consumer-facing visibility among gin enthusiasts. Terrier Agency ran a two-month micro-influencer campaign, beginning in December 2020, to put Wharf gin in the glasses of genuine craft spirits lovers.
Creators were recruited in waves, selected for the quality of their gin and spirits content and, crucially, authentic audience engagement rather than follower count. The campaign generated 145 pieces of shared content — and although 90% of the influencers had never heard of Wharf Distillery before the campaign, many kept its gin in their drinks cabinets after it ended.
The programme moved Wharf from near-zero consumer visibility to an active presence within engaged UK gin communities, earning genuine loyalty rather than one-off trial.
