How influencer strategies are evolving in Drinks PR

Influencers aren’t going anywhere. But how drinks brands use them? That’s evolving fast. Forget one-off posts with a shiny can, passive placement and a #AD hashtag. The best influencer strategies are built on relevance, integration and creativity with the wider drinks PR plan.

Reach is easy, relevance isn’t

Standing out in a crowded market takes more than reach – you need relevance. The creators cutting through today are not always the loudest, but the most trusted. In drinks consumer PR, niche voices often drive real action such as discovery, trial, and long-term loyalty. This is especially true where authenticity matters more than aesthetics.

Increasingly, those trusted voices are not just influencers but drinks journalists. Many now have highly engaged followings on Instagram which gives them dual influence across traditional editorial and social media. Smart partnerships blend journalism with content creation combining authority with reach.

This shift demands a new approach. Influencer work often falls flat when it’s transactional with one-off posts. The best results come from co-creation, giving creators space to tell your story in their own voice. This leads to better content, deeper engagement and more impact.

For Bumbu’s Get Your G.O.A.T On campaign, we didn’t send bottles and briefs. We opened a tattoo parlour, brought in a celebrity artist, and invited fans to claim their moment. DJs from BBC 1Xtra and Kiss FM helped drive culture-led buzz, supported by a press office and influencer strategy that delivered 183m impressions and 3m in organic social reach.

Integration drives results

Influencers work best when they’re part of the bigger picture, not sitting in a content silo. In smart drinks consumer PR and drinks trade PR, creator content should support trade launches, media moments and brand strategy.

For Faustino, competing in a category dominated by one major player, we didn’t try to outspend, we out-created. Tapping into the rise of at-home hosting and creating the “in-in” dining trend, with media content, influencer kits, and a clear trade story all working in together, generating 30.3 million media reach, 41 influencer posts, and 23 media articles.

Be culturally connected

Be where your audience is. The most effective influencer campaigns don’t chase trends, they embed brands into subcultures and real communities.

To support the launch of Bumbu’s limited-edition Lil Wayne skateboard, we partnered with one of London’s hottest streetwear stores, iconic skate legends and culturally credible creators. Timed to Go Skateboarding Day, and tapping into the UK’s booming skate scene and Olympic buzz, the event positioned Bumbu right at the heart of a vibrant community.

It wasn’t just a product launch. It was a brand experience. One that generated over 1 million impressions, 140+ social posts and 300 serves, all while placing Bumbu in the heart of culture and where its audience already lives.

In a crowded landscape, successful influencer strategies are less about content and more about context. The right campaign doesn’t just look good – it earns attention, shifts perception, and sells product.

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