National Spirits Instagram Strategy

Cognac Maniacs, the marketing entity of the BNIC which represents all the growers and Cognac firms of the region were looking to reach a Millennial audience to aid in the increase of Cognac depletions in the USA. Due to demographic research, our team chose Instagram as their primary social network.


  • Create a fun social environment to engage consumers, influencers, and trade.
  • Increase awareness about Cognac Maniacs – BNIC.
  • Grow Instagram following to 10k US-based followers.
  • Keep the community informed about news, education, events, reviews, and exclusive offers.


First, a daily posting schedule was put in place.

In order to achieve these goals, a massive regram campaign was developed around the #CognacManiac hashtag. The community was educated to craft Cognac cocktails and tag them for a chance to be featured in the Cognac Maniacs account.

In order to connect with industry influencers such as Sommeliers in high-end bars and restaurants, an Instagram messaging campaign was conducted to reach those on-premise influencers.


  • Average likes increased from 102 to 251 per image (39% growth) with the most likes at 320.
  • The average engagement rate increased from 3.37% to 12.2%.
  • Average comments per image increased by 69%.
  • Cognac Maniacs posts consistently made the “Top Posts” feature.
  • The account grew to 9799 geo-targeted followers in 3 months.