NEW SEASON, NEW MENU
Every few months, American Fifth Spirits would roll out a new seasonal menu. With each launch, I built a digital strategy and in-house campaign to help generate excitement around the new offerings. I also took the lead on redesigning the printed menu customers used in the tasting room, making sure it matched both the brand and the season. Over time, by paying close attention to the analytics, I was able to shape and streamline our content calendar. What started as a simple idea turned into the most successful recurring social media project during my time there — and one I’m still really proud of.
Client: American Fifth Spirits
Role: Social Media Strategist & Content Creator
Category: Digital Marketing | Content Strategy | Social Media
Social Media Campaign
Every few months, American Fifth Spirits launched a new seasonal menu. I developed a digital campaign that started two weeks before each release, aimed at building excitement and drawing people into the tasting room. My focus was on storytelling and showing the care that went into each drink — from development to the final pour.
Project Overview:
Goals:
Build anticipation ahead of seasonal launches
Highlight the creativity behind each drink
Drive foot traffic into the tasting room
Create a recurring campaign that followers could look forward to
Became the most successful recurring campaign during my time at American Fifth
Created a direct connection between social content and in-person orders
Strengthened the brand’s online presence through consistency and creativity
Impact:
Tactics
Each campaign started with behind-the-scenes content on beverage development day — showing the creative process and giving followers a first look. I shared recaps of the most popular drinks from the previous menu and counted down to the new one. Once the new menu dropped, I focused on showcasing each cocktail: what spirits it featured, how it was made and what it looked like once finished.
Each post encouraged people to come in and try the drinks for themselves. The analytics consistently showed those were the most engaging posts, and every time I featured a cocktail on social, we’d see an increase in how often that drink was ordered in the tasting room.
