Q Mixers, a player in the rapidly growing US alcoholic beverage-mixer category, has grounded its success on what it believes to be a unique influencer strategy.
Rather than seeking out influencers with the most reach or buying support with the greatest financial inducements, Q Mixers – which boasts a portfolio ranging from ginger beer and Elderflower tonic water to club soda and sparkling grapefruit – has aimed to fulfill their aspirations, said Jason Berkhemer, the Brooklyn, New York-based organization’s vp/marketing.
In the alcoholic beverage category, he told delegates at the Incite Group’s 2019 Brand Marketing...