The global bartending community was thriving without a champion. Scrappy’s Bitters was poised uniquely to become more than just a bitters brand - but the voice of an entire tribe. Through smart and consistent social and an authentic influencer strategy, we elevated not just a brand but entire micro-culture.
Locally sourced and internationally distributed – Scrappy’s Bitters was in a unique position to sprint ahead of the competition in the stagnant and niche market of craft bitters. As one of the few post-prohibition bitters brands, they already had a strong cult following of bartenders and mixologists. They called on Milli to push them to the next level.
That’s where Bar None was born—a brand advocacy program in a Human’s of New York style interview highlighting cocktail influencers both professional and amateur around the world.
The result? Over a course of three years we were able to bring them from 10K followers on Instagram to the most followed bitters brand (by a long-shot) with 70K followers and not to mention the most engaged audience across all social channels by a thick margin.