Introduction
Fresh Victor built their reputation on cold-pressed wellness shots and functional beverages—but their line of premium cocktail mixers was their best-kept secret. Made with real cold-pressed juices and zero artificial ingredients, these mixers delivered bar-quality cocktails at home. The catch? They were only available in Total Wine & More stores, and most shoppers didn't even know they existed. Fresh Victor needed to drive discovery and trial in a specific retail environment where competition for attention is fierce.
The Opportunity
Fresh Victor's cold-pressed mixers weren't competing with other mixers—they were competing with the entire beverage aisle. Tucked into Total Wine & More locations, they needed a reason for shoppers to seek them out. The product was premium, the ingredients were clean, and the cocktails were Instagram-worthy. Fresh Victor just needed to get people talking, mixing, and posting about them.
The Strategy
Relish designed a creator campaign focused on at-home cocktail culture and the growing demand for better-for-you drinking options. We partnered with lifestyle and wellness creators who could authentically showcase Fresh Victor mixers in real entertaining moments—from happy hour at home to elevated weekend gatherings.
Key tactics included:
The Results
Why It Matters
Premium products with limited distribution need targeted, high-intent campaigns. Fresh Victor didn't need mass awareness—they needed the right audience walking into the right stores. By leveraging creators who embody the brand's wellness-meets-indulgence ethos, this campaign turned a hidden gem into a must-try for conscious consumers who love to entertain.
Fresh Victor didn't just launch mixers. They created a discovery moment at Total Wine & More.
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