Marketing Spirits with
Social Media
A look at YouTube and
Better Cocktails at Home
This is me.
@briancjohnson
Aside from digital content,
I happen to be good at making
cocktails.
After watching hundreds
of terrible (and a few
good) cocktail videos, I
decided to make my own.

These guys rock.
Two goals were defined
for this project:
Two goals were defined
for this project:
1. Build a digital
content project for my
professional portfolio.
Two goals were defined
for this project:
2. Help sway the balance
of evil cocktail videos
towards good.
Then I did what
everybody does with a
creative project...
Kickstart that thing yo!
Turns out, people won’t
give you money if they
don’t know who you are
or you’re not giving
them a physical product.
So that failed. (Though
my Dad pledged $100.)

Thanks pop.
Still wanting to see if
I could build a good
show, I spent the bare
minimum to get decent
equipment to start
filming.
Camera
Microphone
Home Depot Clamp Lights
Next up was the set. My
set had to be simple
because my carpentry
skills are 1/100 of my
cocktail skills.
Basic wood bar and some small
shelves on the wall for decoration.
With the set and
equipment ready, I
needed to decide on my
distribution.
A Facebook page made
sense. I don’t post
often, usually 1-2 times
a week.
There is a good cocktail
community on Twitter, so
I spend a fair amount of
time there.
YouTube is where it is at.
YouTube is now a very viable
content source with the new
channel structure.
I don’t maintain a
website, currently. Maybe in
the future.
The single most important thing
I did was to set a production
schedule.
1 video/week, every Friday.
No more, no less.
I cared only about two metrics.
YouTube Subscribers
YouTube Views
My first year goals:
250 Subscribers
25,000 views
With that, we started filming
cocktails.
And Better Cocktails at Home
was born.
5 Things to Note
1. It’s hard to have a
family, a full-time job, and
a YouTube show.
5 Things to Note
2. Developing a visual style
and production processes are
the key to speed.
5 Things to Note
3. You will make video
production mistakes.
5 Things to Note
4. You will improve. In all
aspects.
5 Things to Note
5. YouTube is the future of
visual content.
We produced 50 videos
in one year.
We produced 50 videos
in one year.
And started to build a
strong audience.
Goal: 250 subscribers
Goal: 250 subscribers

Actual: 285 subscribers
Goal: 25,000 views
Goal: 25,000 views

Actual: 14,077 views
We made one goal, but
missed the other.
In the world of
YouTube, I’ll take
subscribers over views.
With spirits and
cocktails, the
interactive and visual
nature of YouTube make
it a perfect fit for
brands.
What does year two of
Better Cocktails at Home
look like?
Goal: 1,000 subscribers
Goal: 75,000 views
Goal: 1,000 subscribers
Goal: 75,000 views
And 100 of the best
cocktail videos out
there.
Connect with me for questions
and comments.
Bettercocktailsathome@gmail.com
Or check out the
Better Cocktails at Home
social media channels.
Marketing Spirits with Social Media - YouTube
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Marketing Spirits with Social Media - YouTube

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Liquor companies are always trying to figure out how best to reach their target audience. Through my project, Better Cocktails at Home, I've built a cheap, sustainable content model that spirit companies can easily follow. High quality video production is what spirit brands, distillers, and distributors need to help tell their stories.

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Marketing Spirits with Social Media - YouTube

  1. 1. Marketing Spirits with Social Media A look at YouTube and Better Cocktails at Home
  2. 2. This is me. @briancjohnson
  3. 3. Aside from digital content, I happen to be good at making cocktails.
  4. 4. After watching hundreds of terrible (and a few good) cocktail videos, I decided to make my own. These guys rock.
  5. 5. Two goals were defined for this project:
  6. 6. Two goals were defined for this project: 1. Build a digital content project for my professional portfolio.
  7. 7. Two goals were defined for this project: 2. Help sway the balance of evil cocktail videos towards good.
  8. 8. Then I did what everybody does with a creative project...
  9. 9. Kickstart that thing yo!
  10. 10. Turns out, people won’t give you money if they don’t know who you are or you’re not giving them a physical product.
  11. 11. So that failed. (Though my Dad pledged $100.) Thanks pop.
  12. 12. Still wanting to see if I could build a good show, I spent the bare minimum to get decent equipment to start filming.
  13. 13. Camera Microphone Home Depot Clamp Lights
  14. 14. Next up was the set. My set had to be simple because my carpentry skills are 1/100 of my cocktail skills.
  15. 15. Basic wood bar and some small shelves on the wall for decoration.
  16. 16. With the set and equipment ready, I needed to decide on my distribution.
  17. 17. A Facebook page made sense. I don’t post often, usually 1-2 times a week.
  18. 18. There is a good cocktail community on Twitter, so I spend a fair amount of time there.
  19. 19. YouTube is where it is at. YouTube is now a very viable content source with the new channel structure.
  20. 20. I don’t maintain a website, currently. Maybe in the future.
  21. 21. The single most important thing I did was to set a production schedule. 1 video/week, every Friday. No more, no less.
  22. 22. I cared only about two metrics. YouTube Subscribers YouTube Views
  23. 23. My first year goals: 250 Subscribers 25,000 views
  24. 24. With that, we started filming cocktails.
  25. 25. And Better Cocktails at Home was born.
  26. 26. 5 Things to Note 1. It’s hard to have a family, a full-time job, and a YouTube show.
  27. 27. 5 Things to Note 2. Developing a visual style and production processes are the key to speed.
  28. 28. 5 Things to Note 3. You will make video production mistakes.
  29. 29. 5 Things to Note 4. You will improve. In all aspects.
  30. 30. 5 Things to Note 5. YouTube is the future of visual content.
  31. 31. We produced 50 videos in one year.
  32. 32. We produced 50 videos in one year. And started to build a strong audience.
  33. 33. Goal: 250 subscribers
  34. 34. Goal: 250 subscribers Actual: 285 subscribers
  35. 35. Goal: 25,000 views
  36. 36. Goal: 25,000 views Actual: 14,077 views
  37. 37. We made one goal, but missed the other. In the world of YouTube, I’ll take subscribers over views.
  38. 38. With spirits and cocktails, the interactive and visual nature of YouTube make it a perfect fit for brands.
  39. 39. What does year two of Better Cocktails at Home look like?
  40. 40. Goal: 1,000 subscribers Goal: 75,000 views
  41. 41. Goal: 1,000 subscribers Goal: 75,000 views And 100 of the best cocktail videos out there.
  42. 42. Connect with me for questions and comments. Bettercocktailsathome@gmail.com
  43. 43. Or check out the Better Cocktails at Home social media channels.

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