Objective
Showcase the creativity and expertise of our beverage program by introducing a new seasonal cocktail. Strengthen brand credibility, generate excitement around spring offerings, and humanize the brand by spotlighting the people behind the bar.

Strategy Highlights

• Beverage Storytelling: Positioned the cocktail as a signature spring moment, highlighting inspiration, ingredients, and presentation.

• Team Visibility: Brought the faces behind the menu to the forefront, reinforcing authenticity and brand connection.

• Seasonal Relevance: Aligned content with the flavors, mood, and aesthetics of the spring season to enhance timeliness and appeal.

Execution

• Produced a short-form video capturing the cocktail creation process—from concept to pour—featuring a member of the beverage team.

• Paired dynamic visuals with natural dialogue to communicate craft, care, and personality.

• Integrated on-brand styling and seasonal cues for consistency across platforms.

Distribution & Use

• Shared via Instagram Reels to boost real-time engagement and seasonal buzz.

• Repurposed in stories, email newsletters, and menu teasers to maintain momentum throughout the season.

• Utilized internally as a model for future F&B storytelling initiatives.

Results & Impact

• Audience Engagement: Increased video views, shares, and positive comments tied to both the cocktail and the featured team member.

• Brand Connection: Strengthened trust and loyalty by offering a transparent, relatable look behind the scenes.

• Menu Excitement: Drove interest in seasonal offerings and positioned the beverage program as both creative and guest-focused.