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.

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Jason Berkhemer, vp/marketing, Q Mixers

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 Summit in San Francisco, bartenders are the gatekeepers to success for an upstart company or a smaller brand.