BEVERAGE DYNAMICS: HOW OFTEN DO YOU POST? WHERE AND WHEN DO YOU POST? ARE THERE SPECIFIC STRATEGIES BEHIND THESE POSTS? JOSEPH MOLLICA: We’ re active
across Instagram, Facebook, X, You- Tube and Threads, and we typically post several times per week both in our feed and on stories. Our strategy balances product and brand focused content with entertaining and educational posts. Alongside highlighting products and sales, we also create content that helps people learn things like how to choose the right mixer for a cocktail or why decanting wine can make a difference. We also run interactive series like our popular‘ Only One Can Stay’, where we pit four cocktails or wines against each other and have followers vote in the comments for which one should stay. It’ s a blend of brand promotion, audience engagement, and providing useful
resources to our followers.
NICK CONTI: We post at a steady
interval on Instagram and Facebook. We usually try to get at least one story out every day, and publish a post or reel four or five days a week. The stories to keep us front of mind for our customers frequently with polls or questions to elicit interactions. The posts are usually more substantive. Bigger events, releases, announcements and funnier content.
BD: HOW DO YOU INSTILL HUMOR INTO YOUR POSTS? WHY HAS HUMOR BECOME SO IMPORTANT IN MAKING CONTENT FOR SOCIAL MEDIA THESE DAYS? JM: Humor helps brands feel human,
and it’ s one of the most effective ways
Joseph Mollica, New Hampshire Liquor Commission
to connect with younger audiences, especially Gen Z, a demographic we’ ve been working to engage more intentionally. Social media is a crowded space, and people respond to content that feels relatable and entertaining rather than overly polished or promotional. For Gen Z in particular, humor, trends and cultural references are a big part of how they communicate online. We often lean into lighthearted trends, playful concepts and witty captions to meet that audience where they are. The goal is not to force jokes, but to participate in the same style of humor and storytelling that people already engage with on social platforms. When it feels authentic, it encourages people to stop scrolling, share the post and feel like they are part of the conversation, which helps our content resonate with the younger
audiences we’ re trying to reach.
NC: Humor is huge for us.
Our most-viewed and biggest response posts / reels are our funniest. Outside of extremely sought-after products, humor gets the most engagement. It ' s important to keep people having a fun time and thinking that we love what we ' re doing. This helps takes the focus away from a perception that we ' re just here to sell things.
BD: HOW DO YOU HIRE AND / OR TRAIN STAFF FOR SOCIAL MEDIA? HOW DO YOU DECIDE WHO GETS ACCESS TO THE ACCOUNTS? JM: The NHLC is fortunate to have
strong marketing and communications
Nick Conti, founder of Cont ' s Wine & Spirits
partners. We have a strategic partnership with wedü, a digital marketing agency, who manages our social media. They have experienced strategists and digital marketers who specialize in digital storytelling and stay closely connected to online culture and platform trends. Their team members understand the wine and spirits space, so the content is both engaging and informed.
Account access is limited to trained members of that team, and everything follows a structured workflow that includes strategy, creative development and approvals. That process helps us move quickly when opportunities arise, while still protecting brand voice and meeting the standards required in a regulated industry.
BD: HOW DO YOU WORK WITH LOCAL INFLUENCERS AND / OR CONTENT CREATORS? WHAT ARE THE BEST WAYS TO COLLABORATE ON CON- TENT WITH OTHER PEOPLE IN YOUR COMMUNITY?
JM: When we look to collaborate with creators, we focus on finding people whose audiences are engaged and align with the locations and age demographics we’ re trying to reach, while also fitting our brand standards. It’ s important that the partnership feels authentic and that the creator’ s content style naturally connects with the experiences we want to highlight. A great example of this is our recurring monthly series with Chrisanta from @ reelgoodbites. We’ ve been posting content in partnership with her for almost two years. She’ s a local foodie influencer, and each month we send her to a different New Hampshire restaurant, bar or winery to showcase the experience. The goal of the series is to highlight the
10 Beverage Dynamics • Summer 2026 www. beveragedynamics. com