Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
Is paid magazine advertising effective for spirits brands?
Magazine advertising for spirits brands has **very limited ROI** and should not be relied upon to drive sales. The community consensus is clear: paid features in publications are expensive, unmeasurable, and deliver minimal commercial return. Key findings: - **Brand visibility only** — Magazine ads work as a prestige play ('as seen in GQ') rather than a sales driver. Members noted you might get a 'pretty good deal' but shouldn't expect any sales increase. - **Unmeasurable impact** — Unlike paid social or PPC, magazine advertising provides no trackable metrics or attribution. - **Never pay rate card** — If you do advertise, negotiate heavily; don't pay published rates. - **Better alternatives exist** — Members recommend spending the budget on **paid social or PPC** instead, where you can at least measure ROI and attribute conversions. **Bottom line:** Unless you have a specific brand-building goal (e.g., positioning in a premium tier) and accept there will be no measurable sales lift, members advise redirecting budget elsewhere.
Which Amazon agencies deliver strong results and are worth their retainer fees?
Members recommend a handful of agencies with proven track records on Amazon campaigns. **Fine Wine Cellars (FWC)** is mentioned as delivering good results versus investment, with members reporting it's an easy relationship to manage. **This Is Unicorn** has experience managing Amazon advertising campaigns, though one member noted they recently switched away from them to **Wavemaker** and were willing to share more detail separately. Members suggest asking for direct introductions rather than cold outreach—those with positive experiences are happy to facilitate intros. One member also flagged **Big River** as an option worth exploring. Import-based businesses may find their importer already manages Amazon ads as part of their service.
Is advertising in drinks industry magazines a worthwhile marketing channel?
Based on member experience, **print advertising in drinks industry magazines has not delivered measurable ROI for those who tried it**. Members who invested in this channel reported zero uplift in sales or brand awareness as a result. The consensus suggests print magazine advertising is not a reliable or cost-effective marketing channel for drinks brands in this community.
Should beverage brands use Instagram business accounts or creator accounts, and how does the choice affect access to licensed music?
Both business and creator accounts can run paid ads, but they differ significantly in features and music licensing risk. The choice depends on your management structure and growth plans. **Key differences:** - **Business accounts** offer much better analytics, integration with third-party scheduling and management tools (important if an agency or team will manage the account), and are generally considered the stronger choice for scaling. However, licensed music in existing posts is at risk of removal regardless of account type if you're operating as a business. - **Creator accounts** are less suitable for brand accounts planning heavy paid advertising or agency handoff, since music restrictions are stricter for paid content. Licensed music used in ads may be blocked or removed. - **Music licensing caveat:** Even creator accounts don't fully protect you from losing licensed music if Instagram detects business activity. Members noted that the risk of music removal exists in both account types for brands using licensed tracks. **Recommendation:** Before switching, create a shadow test account to trial the transition and see what happens to existing posts. If you plan to scale, hire agencies, or run heavy paid campaigns, go with a business account and accept the music licensing risk as a cost of doing business. If you're a solo operator managing the account directly and want to minimise music removal risk, a creator account offers marginally better protection—but it's not reliable.
What designers or agencies can create effective Facebook and Instagram ad creative at reasonable cost?
Members recommend a mix of approaches depending on budget and timeline. **Canva** — suggested as a DIY option where you design ads yourself and redirect savings into ad spend rather than paying an agency. **Alfie Millar** (https://www.alfiemillar.com) — recommended by a member who works with him at Wednesday's Domaine; described as quick to work with and reasonably priced. Members willing to introduce Alfie can facilitate introductions. The trade-off is between investing in a designer's time upfront versus building in-house capability with design tools and allocating more budget to actual ad spend.
What ROI and performance metrics should drinks brands expect from Amazon advertising and sponsored products?
Amazon advertising ROI varies significantly by category, competition, reviews, pricing and listing quality. One member in the skincare space (a comparable premium, branded category) reported **15–20% ACOS** (Advertising Cost of Sale) and **4.5 ROAS** (Return on Ad Spend), achieved with optimised keywords, imagery and listing quality. Members emphasise that success depends heavily on listing fundamentals: well-optimised keywords, strong imagery, competitive pricing, and existing reviews all influence performance. The consensus is that ROI is achievable but not automatic—strong foundational listing work is as important as ad spend itself. No specific data on drinks-category performance was shared, so benchmarks from other premium categories like skincare should be treated as indicative rather than typical for spirits or beverages.
What are effective strategies for running sponsored ads on Amazon, and should one hire external consultants?
Members recommend hiring an Amazon expert consultant rather than managing campaigns in-house, unless you have significant prior experience. **Nom Com** is the recommended agency—several brands including Boatyard Gin, Seven Tails, and Avellen use them, and members have offered introductions to their contacts there. The consensus is that Amazon advertising expertise is specialist enough to warrant external support.
Do you need HFSS approval to run Above The Line advertising?
Members confirm that HFSS approval is required to conduct Above The Line (ATL) advertising. The discussion indicates this is a known requirement in the industry, though specific details on the approval process itself were not elaborated in the exchange. Members recommended consulting with food PR specialists who can guide you through HFSS compliance requirements — **Tom Stannard** was named as a recommended contact for food PR support who can likely advise on HFSS advertising requirements.