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#HotCraftSpirits: our Twitter quest to find the UK’s favourite craft spirits

The Brief

With a huge amount of innovation in the craft drinks market, #HotCraftSpirits aimed to build buzz around this vibrant sector. The campaign’s objectives were:

  • Boost social media conversations around craft and artisan spirits
  • Give smaller producers something new to talk about
  • Get consumers talking about and sampling craft spirits
  • Drive 10,000 votes in year one for spend of under £1,000

The Solution

In such a competitive market and with so many new brands, we wanted to see which of them were getting cut-through. #HotCraftSpirits was born.

To gauge the popularity of brands, we created a mechanic where consumers voted for their favourite craft spirits. The results were tracked and published on a live social media leader board.

We used Pulsar social media monitoring software to count votes and utilised their API to pull these into the Hot Craft Spirits website. We encouraged distilleries to register online in order to participate in the campaign. Those who did received the campaign logos to use across their social and digital channels.

As soon as we launched, we were approached by retailer 31Dover.com who become a sponsor. Their support included stocking for the top 10 voted spirits which became a huge incentive for brands to take part.

The Results

#HotCraftSpirits exceeded expectations. Our aim in year one was to get 10,000 votes. The actual total was more than double this.

  • 20,447 votes cast for 81 craft spirits/distilleries
  • 65 distilleries actively supported the campaign
  • 9 brands secured online stocking with 31Dover.com
  • The campaign reached 1.1 million consumers

The campaign won Social Media Campaign of the Year at the 2017 Drink’s Business Awards as well as PR coverage across the drinks press. Here’s what the winning brand had to say:

“Hot Craft Spirits was a fantastic campaign,” said Ben Jelley. ”We noticed a significant rise in consumer awareness and the listing with 31Dover.com helped to generate sales. I would encourage all craft distillers to get involved as it’s a great way to get your product in front of new audiences.”

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