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.
What causes Instagram to remove or restrict alcohol brand content, and how can we appeal decisions?
Instagram's content moderation for alcohol brands is unpredictable and sometimes appears to flag content incorrectly. Members have reported videos and ads being removed or restricted for seemingly innocuous content—including distillery walktours that mention the word "gin" or "tipple," and product videos flagged as "banned content / guns / illegal" despite being legitimate alcohol marketing. **What triggers removal:** - Product videos and distillery content mentioning alcohol sales or product names - Ads that have run successfully for weeks, then suddenly restricted without clear reason - The system appears to use AI moderation that sometimes produces false positives **How to appeal:** - **Meta account manager route** — If you or your agency runs paid ads and has significant spend on Meta, contact your dedicated account manager. This is the most reliable escalation path. - **Business Manager** — Only trust removal notices if they appear in your Business Manager; many members report receiving fake restriction messages elsewhere. - Direct email appeals through the Instagram account's standard review process are reportedly difficult to navigate and often result in rejections. **Caveats:** - Without a Meta account manager relationship or ad spend, getting human review is very difficult. - The algorithm appears inconsistent—content may pass moderation initially then be flagged later, or similar content may trigger removal unpredictably. - Members joked that sufficient ad spend may improve outcomes, suggesting algorithmic bias toward paying advertisers.
Which performance marketing agencies or freelancers do members recommend for managing paid Instagram and Facebook advertising campaigns?
Several members have shared recommendations for paid social specialists who handle both creative and campaign management for drinks brands. **Recommended providers:** - **Eros Velluci** (marketingmedia.co) — described as a great performer handling paid adverts; member willing to make introductions - **Amphora** — agency recommended after delivering transformed performance results within a couple of months - **Word-of-mouth recommendations via DM** — at least two members mentioned having "amazing" performance marketers they've worked with across multiple brands and offered to make direct introductions **How to proceed:** Members suggested reaching out directly for introductions rather than cold contact. If interested in the Eros Velluci recommendation, members can request an intro through the community. **Notes:** Members also joked about having "a few not to use," suggesting it's worth vetting thoroughly. The community appears willing to share both positive and cautionary experiences via direct message.
How should you promote video content on Instagram to build brand awareness and drive customer action?
Members recommend posting video content as **Reels** — they can perform well organically. However, be aware that **you cannot currently promote Reels directly through Instagram's paid promotion tools**, so the approach differs from standard feed ads. One member noted they had recently checked with their ads team about whether this capability had changed, so it's worth verifying the current state of Reels promotion. For broader social video reach, members also suggest **expanding to TikTok** in parallel, though this requires a different content strategy and tone. Key points: - **Reels** — can perform well without paid promotion, but timing and content matter - **TikTok** — recommended as a secondary platform for video promotion (though adjust your content style accordingly) - **Paid promotion** — currently limited for Reels; consider whether standard feed ads or other formats suit your goal instead One member shared they had a pre-order registration video and were concerned about visibility with a small starting audience, which is a real risk — organic Reels reach may be limited with a small follower base. The limitation on Reels promotion means you may need to build initial traction through consistent posting and cross-platform sharing rather than paid amplification.
Can you sell alcohol directly through Instagram or Facebook Shop, and what are the platform restrictions?
**Direct alcohol sales through Facebook and Instagram Shop are not permitted.** Meta's platforms prohibit alcohol products from being listed in native shop catalogues, even if you've completed their alcohol advertising compliance course. However, members report a workaround: - **Facebook/Instagram ads with external links** — You can run alcohol ads on both platforms, but only if they link to your own website rather than a native shop. You'll need to complete Meta's educational compliance course on alcohol advertising to access this capability. - **Product tagging to external site** — Members have successfully used product tags that direct users to their website, sidestepping the shop restriction. **Important caveats:** Even with proper setup, members reported that Meta platforms "randomly" remove or ban alcohol products with little explanation. One member noted their 'Live Shop' on Facebook was allegedly set up but invisible on their actual page. Another warned of repeated unexplained removals despite compliance. Facebook's enforcement appears inconsistent and poorly documented. If you need a managed setup, members suggest hiring external help rather than attempting DIY configuration.
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.