Eat. Drink. Social: Social Media Marketing in the Food and Beverage Industry

We sat down with Bren Silk of Gingerbug to talk about what “natural flavors” really mean, his path from homesteading to building Gingerbug, and how the brand is evolving as it grows. Now that the brand is shelf-stable product he shares his journey to bring Gingerbug into the U.S. market while staying true to the flavor and philosophy that started it all.

What does it take to stand out in one of the fastest-evolving corners of the beverage industry?

In this episode, Ari Susswein, Co-Founder and CEO of Lemonday, talks about building a modern hydration brand in an increasingly crowded functional beverage category. We get into the idea behind Lemonday, the key to flavor and what it takes to keep people coming back for more.

In honor of National Rum Day, Go Social's Founder Courtney Sandora sits down with Jeremy Murrell of Morpheus Consulting to talk about the rum category through the lens of AI visibility. We dig into which brands are showing up, what AI seems to associate with rum, and where there may be opportunities for brands to strengthen their visibility and become part of the recommendation.

Purple Drop co-founder Maria Velasquez joins us to share how a treasured family recipe inspired a modern take on chicha morada, a traditional Peruvian drink made with purple corn, fruit and spices. We discuss preserving the beverage’s cultural roots, adapting an ancient brewing process for commercial production, and the challenge of introducing American consumers and retailers to an entirely new category.

Brause Founder Amna Mettmann joins us to share how her German upbringing inspired a new kind of craft soda for the U.S. market. We talk about building a beverage that sits between traditional soda and non-alcoholic beer, why German heritage has become central to the brand’s story, and how founder-led sampling, premium hospitality and a focus on flavor are helping Brause introduce American consumers to something refreshingly different.

In this episode of Eat. Drink. Social., we sit down with Trail Magic co-founder Jason Dayton to explore what it takes to market a THC beverage in one of the fastest-evolving areas of the drinks industry.

Jason shares how Trail Magic is building trust, educating consumers and creating a brand that feels approachable in a category still working to define itself. We discuss the challenges of marketing cannabis beverages, the role of occasion, how consumer behavior is changing and what THC brands need to get right as the category moves further into the mainstream.

Broda Beverages is all about transparency and bringing great ingredients to the backbar. Co-founder Alek Szczupak shared how the brand came to be and how social media is helping to get the word out.

Family-owned Fabrizia Spirits has built a business on high quality limoncello and listening to customers' needs. We sit down with Phil Mastroianni, to hear how his business has grown and how the rise of the Limoncello Spritz is giving a boost to him bottom line.

Jeremy Murrell of Morpheus Consulting joins us in a discussion around how LLMs like ChatGPT and Claude are changing the game of marketing and how brand managers can start to get their brands to appear as an answer.

Giesen Wines are known for great flavor despite the absence of alcohol. We sit down with Giesen's VP of Commercial - US Mary Ferraro to learn about the category and how different occasions are driving purchases.

Hop Water is a growing segment of the NA category and Founder Michael Moeller is here for it. We talk all things Kentucky Hop Water from new flavors to the addition of THC and looming regulations.

Hospitality Consultant, Futurist and Beverage Judge Kim Haasarud has helped national chains like Dutch Bros., Omni Hotels and P.F. Chang's create award-winning memorable beverages experiences. She shares her thoughts with us on how hospitality and brands need to evolve in today's world to provide value. From the economy to health and wellness and a new way of socializing, we cover how the landscape has changed and how businesses that have the right mindset will still be able to win.

Just in time for National Pickle Day, we sit down with Lauren Ward, COO of the Original Pickle Shot, to see what the big "dill" is all about. Lauren shares how the flavor trend continues to grow and what the brand has in store next.

We headed to the beer (and RTD) mecca that is Great American Beer Festival with Morpheus Founder Jeremy Murrell. In this episode we share flavor trends, talk about the intersection of beer and spirits and the emerging world of NA Beer.

We're diving into the world of THC-beverages with Jason Wade of Neace Ventures on our latest episode of "Eat. Drink. Social." He shares who is buying THC-beverages and the opportunities and challenges the category faces. As part of his role, Jason also oversees more traditional categories like Falls City Beer and Old 502 Winery.

Whiskey writer Chuck Cowdery shares his insight around how the category has changed over the decades and the impact bourbon has made on the country as a whole. He also shares his thoughts about the future of the category and why it isn't as doom and gloom as some may say.

Every year hundreds of women gather in Louisville, Kentucky to learn about bourbon at Bourbon Women Siposium. Our team shares some insights and moments from the event.

We headed to New Orleans for great food, trend spotting and plenty of fun at Tales of the Cocktail. Check out this episode to hear what brands did it well and trends to look out for in the spirits industry.

Go Social PR Team Members Laura Mulhern and Morgan Sheedy attended one of the leading beverage trade shows in New York City. They share drinks trends, insights into brand activations and some practical tips for those looking to attend in the future.

Securing a chain placement for a brand can drive great awareness and trial. We talk with Industry Veteran and LinkedIn connoisseur Ken Ruff of Stellar Brands to learn what tips brands need to know when they are pitching chains, what mistakes to avoid and how best to leverage social media.

Freelance writer Ximena N. Beltran Quan Kiu tells the rich, deep stories as she explores the intersection of food, spirits and culture and the people behind them. We sit down to talk about the rise of tequila, media literacy and how she sources stories.

When your drink obsession becomes your cocktail account. Creator Lindsay Roberts started an account (@beanimartinis) around the ever popular Espresso Martini and its been smooth sipping since. She shares her tips for others who are looking to start a cocktail account and how she prefers to work with brands.

We sit down with the founders of one of the original ready-to-drink cocktail brands -Crafthouse Cocktails. Matt Lindner and Charles Joly share how they parlayed their impressive hospitality experience into an RTD brand. Tune into hear about the challenges and opportunities they've faced.

No and Low alcohol brands aren’t just for Dry January any more. We sit down with Ila Byrne, co-founder of Parch Spirits (@drinkparch) to hear how her brand came to life and what marketing strategies she uses to raise awareness.

Its been four years since we sat down with Elliott Clark of@apartment_bartenderand so much has changed. He’s a full-on family man, an author and a content creator that has moved into a “studio” bartender. We hear how his content has shifted, how he avoids burnout as a creator and how he balances it all.

We sit down with Johnny Drinks - a father & son duo bonding over cocktails and sharing their relationship with the world. When their first cocktail video took off there was no looking back. With merch and a loyal following, they've seen success talking drinks and life on TikTok, YouTube and Instagram.

From Craig’s List to Bar Rescue and his own spirits brand, Carlos Ruiz of@cocktailsbyc has had a wild journey in the hospitality world. We talk cocktails, social media tips and how he created a totally unique liqueur based on his Peruvian heritage.

From a musician to a chef to a coffee roaster and whiskey enthusiast, Wayne Cafariella (@drinkwithwayne) has many passions. Hear how he tapped into twitch streamers to launch his online coffee business and find out his favorite bourbon brand in this latest episode of Eat. Drink. Social.

From a passion for whiskey to a podcast to a brand, Kenny Coleman of Bourbon Pursuit talks about his journey and the role of marketing in today's crowded bourbon market.

Spirits writer Kara Newman shares her journey as a journalist and an author. We talk about how brands can best interact with media including the right pitches, press trips, social media and affiliate links.

Not only does she hold the title of "World's Best Bartender" she's also has created a loyal following on TikTok and Instagram helping cocktail enthusiasts around the world make great tasting drinks. We sit down with Kaitlyn of @likeablecocktails (who also happens to be very likeable herself).

One of the OG cocktail creators, Miguel Buencamino of @holycityhandcraftshares what his journey has looked like and gives creators tips on how best to help their page grow.

Katie Kelly of @bitsbitesblog shares how she’s grown her cocktail page and how Sunday family dinner has inspired new recipes and a passion for food and beverage. We hear her tips for creating mouth-watering cocktail content and talk about her take on beverage trends - enter the martini.

Whether its a whiskey advent calendar or a special bottle you can't find nearby, Flaviar has been offering spirits drinkers a way to taste new brands from the comfort of their home. We talk with Alex Conison, VP of Marketing at Flaviar, on whiskey trends and how the brand leverages affiliate marketing to get the word out about its offerings.

There’s riches and niches. Sammy found his when he started sharing bartending tips online at @ServedBySammy. Hear about his journey as a cocktail creator on our latest episode.

What started with a trip to a tiki bar has turned into a passion for rum unmatched by few. We sit down with rum influencer Bryan Inman (@therumchampion) who has turned his rum obsession into a thriving online community in under a year. From his recent rum curious club events to his online rum lover community Bryan is just getting his journey started. Hear why he thinks there is a rum for everyone and why you shouldn't judge rum on your Captain Morgan days.

In honor of Bourbon Heritage Month we sit down with Master BlenderJackie Zykan who went from blending whiskey to blending fragrances with the launch of ODUOAK. She shares her journey from Old Forester to Hidden Barn and beyond.

NYC-Based Aly Walansky has a pretty cool job - food, travel and spirits freelance writer for national publications. She shares what it's like being a journalist today, tips for PR pros (don't video call at midnight) and what city she thinks is underrated - we're looking at you Kansas City.

From high-end cocktail bars in Berlin to covering whiskey from Kentucky, Uproxx Editor Zach Johnston (@ztpwhiskey) has seen the whiskey landscape change over the years. We talk with Zach about his take on what makes a good brand story, limited releases and the world of bourbon influencers.

From Netflix’s “DrinkMasters” to shaking it up behind the bar, we sit down with D.C. based Kapri Robinson (@kapri.possible) on our podcast “Eat. Drink. Social.” We hear how the show impacted her social media and how she used her popularity to help promote her non-profit @chocolate.citys.best to support more diversity in the industry. Kapri also shares drink trends including spritzes and coffee cocktails that go beyond the espresso martini.

We discuss microwaving negronis and adding pecorino to your next margarita with Adam Wild of @drinksbywild who found cocktail success and more than 200K followers during the pandemic. Listen to our latest interview to hear social media and drink tips.

From cocktail team building classes to training bartenders on yachts, Jonathan Pogash of @thecocktailguru gives us a look into his life as a Bar Consultant and shares a tip or two for making the perfect drink. Hint: It's all about balance.

We sit down with Tracie Franklin of @spirited_tracie to learn how she became a whiskey educator, public speaker, consultant, and distiller. In her previous life, she traveled the world performing in theatre productions and now uses those skills to share her passion for whiskey with diverse groups. You can find her on Today Show, CBS This Morning, and our very own “Eat. Drink. Social.”

Hear how one viral crab cake Tiktok video launched a business despite COVID.  Dan Oliver of @danosseasoning shares his journey from hustling at flea markets to selling out on store shelves across the US. He attributes a lot of his success to social media marketing and one stellar seasoning recipe. 

What happens when two friends who share a passion for whisky come together? A podcast of course. We talk with Inka Larissa and Jennifer Rose of @whiskysisters.podcast about how their love for single malts, how ,more women are entering the category and using social media to build global connections. 

As we head into Dry January we sit down with Natalie Battaglia of @themindfulmocktail to get her take on how influencers can best interact with the sober curious crowd. Since the shutdown she has amassed an audience of 68K followers by sharing alcohol-free recipes that are full of flavor.   She also shares her tips for gaining engagement on social from a punchy first caption line to trending audio and colorful cocktails.

From blogger to author and cocktail influencer, Camille Wilson shares her journey on building an audience around at-home cocktail recipes. She talk about how fresh citrus is a must and why a coupe glass may be your next best investment for your home bar. Hear cocktail and social media tips, hint Instagram Reels helps you win on the algorithm, on this recent episode. 

Yes, you’ve probably sniffed, swirled and talked about mouthfeel during a tasting, but Kala Maxym of @FiveSensesTastings wants you to listen as well. She believes that the music you listen to when enjoying a glass of wine or a cocktail can impact your tasting experience. A former opera singer who has performed for the likes of President Obama, Kala has turned her passion for music and beverages into a new way to experience tastings.

When you want to know a good restaurant or product to try, often you turn to friends and family. East Coast-based Influencer Alyssa La Spisa decided to give her honest opinions about food and beverage and has created a following of more than 40K followers who trust her insight. She believes your channel should be less about growth goals and more about creating value for your followers and offering a unique perspective. 

One of the leading “Drinkstagrammers,” Portland-based Jordan Hughes (@highproofpreacher) shares his journey from photographer to mixologist and author. We talk with Jordan about what makes sip worthy content and how social is shifting from photo to video content.

Despite calling himself the "un"fluencer, Dirk of @IndianaBourbon has built a whiskey community of more than 30K followers. We talk about about the growth of Indiana distilleries, how Hoosier whiskey is coming of age and competing with Kentucky whiskey, and Dirk's belief that to build a brand being active on social is a must. 

After starting with a foodie account Carolyn of @TheSocialSipper pivoted to cocktails and started sharing useful tips both photography and recipes. She honed in on her ideal follower and crafted content to speak to that audience.  She stayed laser focused on her audience and asked herself would my ideal follower like this cocktail? She kept her feed bright, colorful and clean and didn’t worry about being on every platform but rather the network her ideal followers would spend their most time on. From Empress Gin to Crate & Barrel, Carolyn has turned her social account into successful partnerships.

Kentucky, bourbon and mint juleps, oh my! We sit down to talk all things bourbon with Tyler of @louisvillebourbonbuzz.  When COVID hit, Tyler traded in portrait photography for product photography, mainly whiskey. He shares how Instagram is moving towards video, the best way to capture someone’s attention on TikTok and his views on bourbon trends (Toasted, anyone?)

We sit down with Miami-based Valentina Mussi, foodie influencer (@SweetPortfolio) and author of The Unofficial TikTok Cookbook.Valentina shares her tips for growing a social media account and how important it is to post content that makes you happy. 

Jack Beguedou of @Hood_Sommelier shares his journey on our recent episode.  From his grandmother who made local beer in West Africa to starting his social media accounts two years ago because he felt the whiskey world lacked black representation online. 

Bourbon’s First Female Taster Peggy Noe Stevens and her talented son Utah help distilleries around the country build their brand through a thousand little gestures. We talk with the duo on trends in the industry, how social helped keep brands connected during the shutdown and the rise of women in bourbon. 

Louisville born and bred Steve Higdon took TikTok by storm when he released his short bourbon reviews. We sit down with Steve to learn how his account came to be, where he’s taking his loyal audience next and which bourbon he’d like to crack open this holiday if he had his choice.

We sit down with Heather Wibbels (@Cocktail_Contessa) to hear how she became an Exec. Bourbon Steward, Instagram mixologist and soon-to-be author. 

Just in time for the busy entertaining season, Brittany Young of (@certifiedcelebrator) shares her journey from the moment a Facebook Live feed at Hobby Lobby went viral to building a loyal community and inspiring people to celebrate intentionally (with some sprinkles on top).  Hear her tips for connecting with fans and how she likes to work with brands in a content creation capacity.

From creative cocktails in her kitchen to a gaining a TikTok audience with more than 500K followers, Julianna McIntosh shares her tips for making great cocktails and great content on the latest episode of Eat. Drink. Social. 

We sit down with Florida-based Taylor Dante the CEO (Chief Eating Officer) of @TaystyTravels. Taylor shares how her account got started, what makes an insta-worthy food photo and how she pivoted during COVID. 

National Bourbon Day is June 14. Father's Day is June 20. Naturally we wanted to do an episode with @dadsdrinkingbourbon this month!

TikTok Tequila expert Lucas Assis (@thelucasassis) joins the show to chat about "BarTok," authenticity in tequila, and his personal mission to stop us from buying celebrity tequila brands. 

Hospitality veteran Shawn Soole (@shawnsoole) joins the show to talk about his bar and restaurant consulting firm, entrepreneurship, TikTok cocktail videos, and the drop-in audio app Clubhouse.

Michelle Mandro, Founder of Wine Country Women, joins to show in honor of International Women’s Day to talk about her work with the women in Wine Country.

Over the last five years, Michelle has profiled the successful women in Napa, and Sonoma (and soon Walla Walla and Wilmette) through books and podcast interviews.

What does it take to be a chocolate sommelier? Estelle Tracy (@37chocolates) joins us to share her experience in the world of chocolate sensory evaluation and social media.

Bringing balance between good health and good beers, Mel Fox and Alicia Valenski from @workforyourbeer join the show to talk about their curation of the best brewery taprooms where you can get a workout in. They also discuss how their specific, consistent content buckets have helped their social media growth.

@cookwithchibo's Head of Marketing, Abbi Oettel, joins the show to talk about Chibo's interactive livestream cooking platform and how the future of cooking is social.

To learn more, visit www.cookwithchibo.com

One of the first cocktail influencers on Instagram, Natalie Migliarini (aka @BeautifulBooze), joins us on the podcast to talk about her worldwide travels, her new book, and her Instagram Live experience during COVID-19.

Adventurer, whiskey drinker, and van dweller Nate Woodruff (@whiskywithaview) joins the show to talk to us about his most recent travels, hikes, and beverages while touring the US with his dog Skye.

Courtney Stiers joins the show to talk about her bourbon journey and the creation of her IG account to troll her husband's own bourbon social media. Find Courtney on Instagram at @picsandpours and read her whiskey reviews at www.whiskeyconsensus.com.

The curators of @denverfoodscene join Courtney on the show to chat Denver restaurants in the COVID-19 era, "drool-worthy" food photo tips, menu items that can blow up your Instagram, and how their followers creatively use the TikTok Duet feature.

Samara Rivers, founder of @blackbourbonsociety, joins the show to talk about the Black community's lack of representation in the bourbon industry - from production to marketing - and how Black Bourbon Society hopes to change that.

Kenyatta Bosman from @QueerKentucky joins us for a discussion on Pride Month, Black Lives Matter, and diversity in marketing.

Colorado transplants Morgan Wilson & Celia Galvin (aka @mountainsandmimosas), join the show to chat about their experiences as Colorado brunch and hiking explorers while working in the medical field during COVID times. 

Erick Castro, bartending legend and host of "Bartender at Large" podcast, joins the show to talk about his thoughts on the economic shutdown, how bars and restaurants can go an extra mile for their customers at this time, and his favorite industry Instagram accounts.

Matt Careccia, Community Manager at @yelpcolorado, joins the show to discuss quarantine takeout, how to best support local businesses, and the Mile High Munchies Guide in honor of 4/20.

For Women’s History Month, we talk to Kentucky’s first female master distiller Marianne Eaves (@mariannebmd) on this episode of Eat. Drink. Social. Hear how she’s still using her distilling talents today and the role social played as she decided to make a major life change.

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Beer photographer and author of three beer-centric cookbooks Jackie Dodd-Mallory (@thebeeroness) joins the show to talk about her work travels, tips for cooking with beer, chocolate + beer pairings, and her favorite Seattle-based breweries.

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Jesse Hawkins (@TheMocktailProject) joins the show during Dry January. We talk about mocktails, the rise of sobriety, and his impact on the spirits industry.

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Renowned cookier Lisa He (@borderlandsbakery) joins Michael to talk about baking and decorating the perfect Christmas cookie + her thoughts on video across IG, YouTube, and TikTok.

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NYC-based hospitality photographer, cocktail connoisseur, and world traveler Joanna Lin (joanna.lin) joins Michael and Lindsay on the show to talk about her experiences on Instagram, posting frequency, and more.

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Austin-based wine and yoga Instagrammer Jenn Bono (@txblondevoyage) joins the show to talk about Austin's food scene, algorithm changes, and yoga poses. 

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On this special Halloween edition of the podcast, Kaci (aka @homicidalhomemaker) joins the show to talk to us about her horror food blog.

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Cooler temps are on the way but that doesn't stop @cooking_with_justin from firing up his grill in Minnesota. Justin joins the show to talk about his love for Tik Tok and the differences between the newest social media app and Instagram.

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Denver Restauranteur "Fat Guy" joins the show to talk about his experience in the Denver food scene, his thoughts on influencers, and why he'll never accept a free meal.

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To celebrate #BourbonHeritageMonth, Courtney interviews friend, journalist, bourbon-enthusiast, and Marketing Director of Mint Julep Tours - Sara Havens (@TheBarBelle on Twitter).

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Heather Watson (@HerKentucky) joins the Go Social team at Old Forester Distillery (Louisville, KY) to discuss all things Kentucky - from bourbon to books and more.

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Elliot Clark (@apartmentbartender) joins the team to chat about his work with beverage brands, travels, authenticity, and his #EarnYourBooze program. 

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The Go Social team is celebrating #NationalChickenWingDay (7/29) in style with the Floridian self-proclaimed Chicken Wing experts @TampaWingmen.

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She started as a foodie herself and then turned her passion into a job. Katy Coffield, the founder of Foodie Tribe (@foodietribe), has established a stable of more than a thousand foodie influencers worldwide. Listen in as we talk to Katy about what makes a quality influencer, why she enjoys working with micro-influencers and what she feels makes a good brand partnership.

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The Go Social team visits with David Coors at AC Golden Brewing in Golden, Colorado to discuss beer branding and @ColoradoNative.

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Denver-based food blogger Kelsey Osborn (@chow_milehigh) joins the show to talk about her experience with brands, what it's like to run a joint IG account, and what her ideal social media network might look like.

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We talk to Las Vegas’ Daniel Dong-Kyu Kim (@dongkyuverymuch), to get his take on how being active on Yelp and Instagram is beneficial.

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Kristen Dior Abdus-Salaam (@atlantafoodguy) joins the show to talk about the Atlanta food scene and posting frequency.

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Philip Tzeng (@LasVegasFill) talks about his new home in Vegas, travels to Japan, his love for sushi, and leftovers for breakfast.

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Lauren McDuffie (@_laurenmcduffie_) of "Harvest and Honey" joins the show to talk about her DIY/Homeschool culinary pursuits, how Instagram followers got her a book deal, and food photography. Learn more about Lauren's upcoming book," Smoke, Roots, Mountain, Harvest,"at www.harvestandhoney.com

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A culinary tour guide in Seattle, Justin Oba (@obaliciouspnw) joins the show to chat about his experiences with tourists in Pike Place, competitive food eating, and reminds us to have FUN on social media. 

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Posting more than just pretty food photos, Digital Marketing veteran David "Rev" Ciancio (@revciancio) joins the podcast to explain his affinity for the food & beverage industry and why his posts include tie-ins to sound social strategy. 

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