11 minute read
Tricks of the Trade - #Bartenders
#Bartenders
BAR-INFLUENCERS BEHIND A NEW STICK
By Sophia DeVito
What does it mean to be an Instagram influencer? In the new era of hospitality, social media has taken over. It’s no secret that Instagram is a completely different platform than what it used to be. Now, the social network is a place many people use as a source of income—and there’s much more to it than you would think.
Whether a fan or not, Instagram is a real job for millions of users— models, bartenders, cocktail enthusiasts, health gurus, and more have used the platform as an opportunity to connect and grow followers. Chilled taps into cocktail-making influencers who spend time behind the app rather than the stick.
KATIE STRYJEWSKI
Katie Stryjewski had no background in the industry when she started getting into cocktail making. Because she and her husband spent nights at home instead of going out, she would hunt down recipes for craft cocktails on different blogs. Finding these blogs helpful, she decided to create her own. That’s when Garnish (www.garnishblog. com) came to life, leading her to Instagram @garnish_girl (24.8K followers).
Is this a full-time job?
My blog and Instagram account started as a fun side project, and I didn’t even know that cocktail influencers existed. When I first started getting paid jobs, I did it on the side while working as a scientist and then later as a stayat-home mom. Then I got busy enough to send my son to daycare a couple of days a week, and I considered it a part-time job. This year, it became full-time.
Tips for followers and engaging content?
There are so many theories about the Instagram algorithm and how to get your posts seen, but at the end of the day, I think it all comes down to two things: putting out good content and engaging with other people who produce good content. And on Instagram, of course, “good content” means that your cocktails need to be visually appealing. It’s a visual platform. It’s also a social platform, and commenting on posts you like and connecting with people is the best way to get your own work seen.
Industry trends?
Non-alcoholic spirits are a big trend right now, and non-alcoholic and low-ABV cocktails in general. I also think that as formerly obscure ingredients like mezcal and aquavit become more mainstream, there’s a growing interest in more obscure spirits like sotol and clairin.
— KATIE STRYJEWSKI
TYLER ZIELINSKI
Tyler Zielinski bar-backed in cocktail bars during college, and a spark lit inside. He discovered his love for the art of bartending and hospitality, finding the history and culture fascinating. He created a blog and his own brand. He bartends, consults for bars and brands, writes about drinks, and creates cocktail content on his Instagram, @bon_vivantito (6.6K followers).
Thoughts on being an “influencer”?
Influencer is such a loaded term for me, and I prefer to consider myself a brand, with Instagram being one of my platforms for sharing my brand’s story, mission, and work. I like to say that I’m redefining the modern drinks professional because my job is multifaceted. I don’t fit into a box (which, admittedly, can be confusing for people). I’ve built my brand around my passion for drink culture, history, and cocktails. This unique role that I’ve found myself in has mostly been crafted out of necessity, though. To make my career a financially sustainable one, I need each of these streams of income. It’s a lifestyle that takes a lot of hustle, savvy, and passion to make work, but it’s well-worth the work-life balance I’ve been able to create for myself.
Tips for followers and engaging content?
Be authentic, share what you’re passionate about, and tell some story. Ask yourself: what am I giving to the people that follow me? How am I improving their lifestyle? Is it just through beautiful photography? Are you teaching them how to make drinks? Or are you shedding light on a specific piece of drink culture that people find interesting? Find your purpose, and the rest will fall into place.
Tips on high-quality images?
Lighting. I strictly shoot with natural light, but lighting is by far the most important element for taking highquality images. You can have a $2,000 camera body with a $1,200 lens, but without great lighting and a basic understanding of how to manipulate it, your photos won’t reach their potential.
Jordan Hughes is a cocktail maker and visual storyteller. The industry photographer has developed a following on his Instagram, with over 37,000 people riding along his journey. Based in Portland, OR, he has been a recipe developer and social media consultant for various bars, brands, and restaurant groups.
Signature styles?
Some may notice that I post a lot of stirred, spirit-forward cocktails on @highproofpreacher, even in the summertime (a good Sazerac is one of my favorites). Photography-wise, one of my signature shots is capturing the citrus oil expression when you squeeze citrus zest over a cocktail. You can see people doing this all over the world via the hashtag I started #HitMeWithYourZestShot.
Tips for followers and engaging content?
Think about your social media account as if it’s your bar. For example, there are so many different bars someone can go to, and if someone chooses yours, it’s on you to give them a great experience and keep them coming back. Before you post on social media, think through if what you’re posting adds value to your followers or not. Does it educate? Does it entertain? Does it fit your brand/ aesthetic? If you’re just posting random things about your life or pictures of your dog, that’s fine and all, but you’re less likely to grow an engaged following. If you want to grow and engage people outside your immediate circle, you have to approach your social media like a businessperson.
Is this a full-time job?
It could be! I’ve been doing this long enough now that I’m well established and am actually turning down more sponsorship requests than I’m taking on. No one wants to follow an account full of ads. I’m pretty picky these days on who I work with. Also, I just never want to be 100% dependent on social media for income. A good chunk of my time and work is now devoted to doing photo and video directly for brand clients—less as an influencer and more as a professional photographer.
JULIANNA MCINTOSH
Julianna McIntosh or @join_jules on Instagram created her platform to show others how to make greattasting cocktails at home. Born and raised in Northern California, Julianna grew up with a family who has been in the farming industry for over 100 years. As a result, she has an appreciation for fresh flavors and turning them into delicious cocktails. With 14.4K followers on Instagram and 310K on TikTok, she’s paving her way through the industry.
Do you create IG reels or TikToks?
IG Reels and TikTok videos are my main source of my content right now. It’s straight to the point, easy to watch, and helps showcase in a short amount of time. Currently, I find myself creating recipe videos that showcase either classic cocktails, themed cocktails, or fun new recipes I’ve created. It truly is a fun way to keep content flowing and keeping my audience engaged and open to new ideas.
Tips for followers and engaging content?
Creating engaging content can get tricky, but the best advice I can give is trial and error. Find what works and what doesn’t. Lastly, find what makes you happy in your content. You’re creating your vision, and the more and more it reflects you, the more it will translate into your content. Rushed and stressed content tends not to do as well—it’s like the algorithm knows.
Thoughts on being an “influencer”?
I wouldn’t consider myself as an influencer, rather a content creator. Therefore, yes, I am a full-time content creator, and let me tell you, it’s not as easy as some make it seem. It’s a lot of hard work, dedication, and ups and downs. It’s a business for a constant demand that is craving more and more content. It’s hard to imagine doing this on the side with the amount of content that needs to be produced daily. But when it’s something you love to do, you find a way to make it happen. I am lucky enough to do this full time, and I wouldn’t want it any other way, rather to just keep growing and expanding.
— KARL STEUCK
KARL STEUCK
Karl Steuck is a pioneer in the hospitality industry with over 20 years of experience. After working in several restaurants and boutique hotel bars, he had the opportunity to work in LA's second distillery since prohibition. This eventually led him to launch his own Instagram, @spiritandspoon, with over 39K followers. His creative outlet has allowed him to create countless cocktails and leave bartending after decades of working.
Do you create IG reels or TikToks?
Yes, I think it’s paramount to stay fluent and relative to trends. I was making videos prior, so the transition was effortless as I was already linked up with a great videographer @86thebartender, who I vibe with. While I’m serious about the craft, I put more weight on being authentic. I have fun with it and be me. It’s never anything too scripted, just an idea that we roll with.
Tips on high-quality images?
I’d say first off, find your voice—be authentic. Always be kind to yourself as growth takes time. Find a camera you like. It’s perfectly fine to start with your phone and then maybe rent or borrow a camera from a friend. Testing different cameras are paramount to find what will best suit you. Most importantly, have fun with it. When I take a photo, I really like to still make a loud, giddy noise and get so excited to share it.
Favorite ingredients?
Fresh, seasonal, and something I’ve never tried before, whether it’s a liquor, herb, fruit, etc. I love trying to highlight or crack the code to a foreign ingredient. Big fan of farmers’ markets for this reason, always a bevy of new things, plus foraging a relationship to the vendor(s) of your food and potential cocktail ingredients, is advantageous for so many reasons.
— DANIEL KEAVENEY
DANIEL KEAVENEY
Although Daniel Keaveney was very young when he first became a bartender, it wasn’t until later in life when he became geeky with his cocktails. After entering competition after competition, when he wasn’t winning, he became motivated to do better. From there, things got rolling. He created a following of over 17.9K on his Instagram, @lasvegas. bartender.
What type of posts do well?
There are two types of posts I generally do well, and I stick with them. First, it’s cocktails that I find with going out for drinks. People want to know where to go for awesome cocktails. When I get a great cocktail, I look to see if it would make a good picture. Just because it tastes good doesn’t mean it will shoot well. I try to set a little scene, try to get the right lighting, and the garnish usually has to be on point. I have a good eye for when a cocktail will shoot well. The other type is cocktails I make at home, and I usually stick to classic cocktails that are pretty easy to make. That’s where the storytelling comes into play. People want to know the story behind the cocktail and how to make it.
Tips for followers and engaging content?
There are really two things I do to gain followers. Post quality content a few times a week at a minimum. And be engaging daily. I am constantly liking posts containing hashtags relevant to me—probably a few hundred a day. Respond to comments on your posts, and comment on others. It’s all about being engaging. It’s a lot of work, but it can pay off. At the size I’m at right now, the payoff has been exposure and free product.
Tips on high-quality images?
High-quality images usually happen with great lighting, a good scene, and a good camera. Honestly, though, having a good eye for a great shot, and if you are forcing it, you won’t always get a good picture.
