I have hundreds of thousands of pictures of bartenders hands making cocktails because taking those photos is my job. In reviewing them, I noticed that there is an incredible number of bartenders with amazing hand tattoos. I think that would be a really amazing campaign (hands of an artist?) where you focus on this idea of artistry.
You could do a social media campaign for an alcohol brand where they post the same format every day. Make it a carousel with the first image being a bartenders hand holding a signature cocktail they made with the sponsor alcohol. Then use the rest of the carousel for a couple of pictures of the preparation process, nice beauty shot of the bartender to make then look good of course, end it with a video clip of the bartender making the recipe while narrating. Recipe for the drink in the caption. Take the video clip and repost it as a reel separately on the same day. Those photos become your story hilights, perhaps one for featured bartenders (the beauty shots) and one for where you can find our product (wide shot of the bar with your bottle visible) Naturally collaboratively tag the bartender and the bar.
Wouldn't take much to incentivize the bartenders on this. When I did this for Diageo all the bartenders were happy to be on camera for me since they knew I was going to make them look good. As long as you go in when the bar is slow and pay generously for any drinks that you're having them make, you shouldn't have any problems sending in a professional photographer to walk around the city snapping photos (I volunteer as tribute).
If you wanted to run a contest, you could have people vote every month on social media for their favourite tattoo and favourite bartenders cocktail? Maybe you have some opportunity for tattoo artists to design a limited edition bottle (or at minimum, some limited edition coasters would be so so so so so easy to do). You could let the bartenders win a free tattoo? You could do a coffee table book of the images as a VIP gift with purchase?
Something about this just screams bourbon / whiskey to me, but it could go with any spirit. I thought about it a lot and decided it doesn't feel right for beer/RTD. Theres something about the juxtaposition of a delicate cocktail with a bold tattoo that feels like its bridging worlds in an elegant way. Beer + tattoo feels expected in a blunt kind of way that I don't think reads well.
