THE ALCHEMY OF ALTERNATIVES
Modernizing the pioneer of wine-based spirits for a Gen Z world without diluting three decades of industry authority.
Project Snapshot
ClientPremium Blend®
IndustryBeverage Alcohol / Spirits
Services ProvidedPublic Relations, Social Media Management, Content Creation, Video Production
Key ResultsSuccessful Expansion into Wellness Markets & PRWeek Feature
The Challenge
Bridging the Gap Between Legacy and Virality
For over 30 years, Premium Blend has been the “secret weapon” for restaurants with only Beer & Wine licenses, allowing them to serve cocktails like Margaritas and Mojitos legally. However, the brand faced a generational cliff. Their core B2B audience (venue owners) was aging, while the new wave of decision-makers and consumers (Gen Z) demanded transparency, “low-ABV” options, and digital-first storytelling.
The challenge was to modernize the brand’s voice to compete on TikTok and Instagram—platforms driven by “wellness” and “sober-curious” trends—without alienating the traditional distributors who had relied on Premium Blend’s “technical” value proposition for decades. They needed to pivot from selling a “legal workaround” to selling a “premium lifestyle.”
Key Obstacles:
- ✕The “Substitute” Stigma: Overcoming the perception that wine-based spirits are “fake” or “watered down.” We countered this with aggressive side-by-side taste test content and “Blind Taste” challenges in the video strategy.
- ✕ Regulatory Nuance: Explaining the difference between “Liquor License” and “Beer & Wine License” on social media is boring. We simplified this into punchy “Did You Know?” graphics that turned a legal compliance issue into a clear “Money Saving” hook for business owners.
- ✕
Algorithm Restrictions: Marketing alcohol on social media comes with heavy age-gating and shadowban risks. We navigated this by focusing on the craft of bartending rather than just the consumption, keeping the content safe for all platforms.
The Strategy
The “Founder-Led” Trust Architecture
We recognized that in a regulated industry, people trust people, not corporations. We placed co-founder Henry Santos at the center of the content strategy. By producing high-quality video content where Henry explains the “science” behind wine-based spirits, we humanized the technical aspect of the product.
Platform-Specific Storytelling
We bifurcated the message to suit different ecosystems. On LinkedIn, the strategy remained deeply B2B, focusing on “Profit Margins” and “License Compliance” to appeal to venue owners and distributors. Simultaneously, on TikTok and Instagram, we launched a consumer-facing “Cocktail Education” campaign.
Modernizing the “Visual Pour”
The old aesthetic was functional; the new aesthetic is aspirational. We overhauled the visual identity to match the “craft cocktail” renaissance. This meant replacing static bottle shots with dynamic “pour” videos, slow-motion mixing, and vibrant lifestyle photography.
The Results
30+
Years of Legacy
PRWeek
Featured Case Study
New
Market Entry
A Blend of Old and New
The modernization strategy successfully revitalized Premium Blend’s public profile. By threading the needle between “Legacy Trust” and “Modern Trends,” Ingage helped the brand secure a featured spot in PRWeek, validating their approach to multi-generational marketing. The campaign effectively introduced their “wine-based” concept to a new demographic of health-conscious consumers while reinforcing their standing with long-time industry partners.
Featured Coverage:
- PRWeek
- Beverage Trade Network
- J&L Wines / RLL Distribution
- Forbes (via Agency Feature)
Visual Proof / Media Gallery
Client Testimonial
“We’ve been in this business for decades, but the digital world was a new frontier. Ingage helped us translate our history into a language the next generation understands, proving that ‘wine-based’ is the future of versatile drinking.”
—Gino & Henry Santos
(Founders, Premium Blend)
Case Study Related FAQs
Related Case Studies
Ready to get more results?
Book an initial complimentary call
