" Finding the right vibe starts with understanding what our audience is looking for and what role we want to play in their social feeds."
" Finding the right vibe starts with understanding what our audience is looking for and what role we want to play in their social feeds."
– Joseph Mollica, New Hampshire Liquor Commission
wonderful restaurants across our state and encourage people to try their cocktails, wine, mocktails and food. We post the videos as collaborations on Instagram, which allows us to reach her audience as well, including younger demographics we’ re working to engage. It’ s been a really fun series, and our followers love the content.
NC: We attempt to do this as much as possible, with more influential customers tied into a specific community and faces of prominent businesses. Online community groups let us dial directly into distinct demographics that fit our target audience.
BD: HOW DO YOU FIND THE RIGHT‘ VIBE’ FOR YOUR BRAND ON SOCIAL MEDIA? JM: Finding the right vibe starts with understanding what
our audience is looking for and what role we want to play in their social feeds. Our goal is to strike a balance between promoting our products and sales, being entertaining and being a resource. We want our content to be fun and engaging, so people enjoy following along, but we also use our platforms to share tips, product knowledge and ideas that help people make informed choices, whether selecting a wine, building a cocktail, discovering non-alcoholic options, or trying something new.
At the same time, it’ s important that everything we post reflects responsible and safe consumption. That balance shapes our voice. We aim to feel approachable and entertaining while still being credible, informative and aligned with
the responsibility that comes with selling wine and spirits.
NC: A balanced blend of humor, new items, events, teases
and hyped releases. We have weekly meetings to lay out a good rhythm to everything we do.
BD: WHAT TOOLS( HARDWARE / SOFTWARE) ARE YOU USING TO RECORD AND EDIT CON- TENT? JM: For our more sophisticated content, our digital partner
wedu captures footage on a Sony Alpha 1 with a Sigma Art 35mm at f1.8 using a DJI Ronin RS2. The sound is recorded with a Zoom F6 field recorder. Edits are made in DaVinci
Resolve. But sometimes we use an iPhone!
NC: Instagram Edits, Canva, Pixlr, a variety of AI tools,
HitFilm.
Both the New Hampshire Liquor Commission and Conti ' s have excelled with social media.
BD: PLEASE SHARE A SUCCESS STORY FROM YOUR SOCIAL MEDIA IN THE PAST YEAR. WHAT WAS A POST OR SERIES OF POSTS THAT RE- ALLY WORKED OUT WELL FOR YOU AND YOUR BUSINESS / BRAND?
JM: One of our biggest recent success stories is a video around the‘ Gen Z wrote the marketing script’ trend. In the video, NHLC ' s marketing director, Mark, walks through the store promoting products using Gen Z slang, delivered in his humorous deadpan style. The contrast between the over-thetop script and his delivery made it especially funny and relatable, and the video quickly took off.
The post went viral across platforms and became our highest engaged post ever – with nearly 1.75 million views across Facebook and Instagram!
In just two weeks it helped grow our accounts by more than 4,600 followers, was shared over 72,000 times, and has maintained about an 11 % engagement rate. It has also generated more than 2,200 comments, with the most engaged audience falling in the 21 to 34 age range. Because the video was specifically designed to connect with younger audiences we have been trying to reach more intentionally, the results
made it a major success for the team.
NC: Our recent series of funny Olympic-themed in-store
' events ' was one of our most successful ever. They were entertaining, short and timed perfectly with the world being obsessed with the Winter Olympics.
These interviews were edited and condensed for publication. www. beveragedynamics. com Summer 2026 • Beverage Dynamics 11