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.
How can UK alcohol brands legally use TikTok for marketing within UK promotion restrictions?
UK alcohol promotion rules prohibit direct advertising and promotion (including discount codes and calls-to-buy), but members have found ways to build brand awareness on TikTok by focusing on content that entertains, educates, or tells the brand story rather than pushing alcohol sales. **Key approaches members use:** - **Behind-the-scenes content** — Members report this format sits comfortably within regulations - **Educational and cocktail content** — Making cocktails and sharing information about the brand/business rather than promoting drinking - **Brand storytelling and entertainment** — Showing what your business is about, the people behind it, and entertaining content that builds awareness without directing viewers to purchase - **Pimentae** — Cited as a strong example of developing a brand on TikTok without heavy spending; members recommend reviewing their approach for inspiration - **Unexpected, differentiated creative** — One member achieved 2M+ views (5M across a series) with unconventional content: Ab Fab-style look-alikes on a pedalo, positioned as a "not celebrity endorsed" campaign. This approach worked precisely because it felt different from typical alcohol marketing and helped avoid algorithmic restrictions - **Trending formats adapted to your brand** — Rather than copying what others do, adapt trending formats in ways that align with your brand story or humour, which can help with algorithm reach **Caveats:** The line between "building awareness" and "promotion" is subjective. Members describe the distinction as no direct calls-to-buy, no discount codes, and no direction to purchase channels. Consider working with a creative agency familiar with alcohol social media to refine your approach.
How can we use social media effectively for direct-to-consumer alcohol sales, and where can we find freelance social media support?
TikTok presents limited opportunities for alcohol promotion due to strict global restrictions on paid advertising and direct sales of alcoholic beverages. Members recommend focusing on organic content and strategic partnerships rather than paid campaigns. **TikTok strategy:** - Create organic cocktail recipe content and educational posts; alcohol brands cannot run paid ads or sell directly on the platform, but rules are evolving. - Build audience through partnerships and non-promotional content rather than paid promotion. **Social media freelancer recommendations:** - Members working with **an unnamed social comms specialist** who manages social media, audience building, and engagement for Avallen, Seven Tails, Boatyard, and other brands. Described as "amazing" by community members. - Community members have also recommended **Louise Hayter**, who offers logistical and operational support alongside social media management portfolio work, noted as well-priced and highly capable. **Caveats:** Alcohol advertising restrictions are strict across most platforms; non-alcohol advertising itself is also limited but regulations are evolving. Organic, partnership-driven strategies are currently the most viable route. For direct freelancer introductions, request contact details from members with existing positive relationships.