Liquor companies are always trying to figure out how best to reach their target audience. Through my project, Better Cocktails at Home, I've built a cheap, sustainable content model that spirit companies can easily follow. High quality video production is what spirit brands, distillers, and distributors need to help tell their stories.

1. Marketing Spirits with
Social Media
A look at YouTube and
Better Cocktails at Home

2. This is me.
@briancjohnson

3. Aside from digital content,
I happen to be good at making
cocktails.

4. After watching hundreds
of terrible (and a few
good) cocktail videos, I
decided to make my own.
These guys rock.

5. Two goals were defined
for this project:

6. Two goals were defined
for this project:
1. Build a digital
content project for my
professional portfolio.

7. Two goals were defined
for this project:
2. Help sway the balance
of evil cocktail videos
towards good.

8. Then I did what
everybody does with a
creative project...

9. Kickstart that thing yo!

10. Turns out, people won’t
give you money if they
don’t know who you are
or you’re not giving
them a physical product.

11. So that failed. (Though
my Dad pledged $100.)
Thanks pop.

12. Still wanting to see if
I could build a good
show, I spent the bare
minimum to get decent
equipment to start
filming.

13. Camera
Microphone
Home Depot Clamp Lights

14. Next up was the set. My
set had to be simple
because my carpentry
skills are 1/100 of my
cocktail skills.

15. Basic wood bar and some small
shelves on the wall for decoration.

16. With the set and
equipment ready, I
needed to decide on my
distribution.

17. A Facebook page made
sense. I don’t post
often, usually 1-2 times
a week.

18. There is a good cocktail
community on Twitter, so
I spend a fair amount of
time there.

19. YouTube is where it is at.
YouTube is now a very viable
content source with the new
channel structure.

20. I don’t maintain a
website, currently. Maybe in
the future.

21. The single most important thing
I did was to set a production
schedule.
1 video/week, every Friday.
No more, no less.

22. I cared only about two metrics.
YouTube Subscribers
YouTube Views

23. My first year goals:
250 Subscribers
25,000 views

24. With that, we started filming
cocktails.

25. And Better Cocktails at Home
was born.

26. 5 Things to Note
1. It’s hard to have a
family, a full-time job, and
a YouTube show.

27. 5 Things to Note
2. Developing a visual style
and production processes are
the key to speed.

28. 5 Things to Note
3. You will make video
production mistakes.

29. 5 Things to Note
4. You will improve. In all
aspects.

30. 5 Things to Note
5. YouTube is the future of
visual content.

32. We produced 50 videos
in one year.

33. We produced 50 videos
in one year.
And started to build a
strong audience.

34. Goal: 250 subscribers

35. Goal: 250 subscribers
Actual: 285 subscribers

36. Goal: 25,000 views

37. Goal: 25,000 views
Actual: 14,077 views

38. We made one goal, but
missed the other.
In the world of
YouTube, I’ll take
subscribers over views.

39. With spirits and
cocktails, the
interactive and visual
nature of YouTube make
it a perfect fit for
brands.

40. What does year two of
Better Cocktails at Home
look like?

41. Goal: 1,000 subscribers
Goal: 75,000 views

42. Goal: 1,000 subscribers
Goal: 75,000 views
And 100 of the best
cocktail videos out
there.

43. Connect with me for questions
and comments.
Bettercocktailsathome@gmail.com

44. Or check out the
Better Cocktails at Home
social media channels.