Influencer Guide

1. Brand Overview

• Brand Story: Life is a journey filled with twists, turns and triumphs where we embrace every challenge with unwavering courage. We blended a bold yet balanced flavor to reflect the resilience it takes to navigate the rugged route with grit and grace. Devil Road Whiskey is a tribute to every step of the journey, crafted to honor the struggle, savor the moment and celebrate your story.
  
  

• Product Description: Devil Road Whiskey is a Double Oaked American Whiskey, flavored with oak staves for a bold, smoky character and a smooth, refined finish. At 92 proof, it delivers a balanced yet powerful experience, designed for those who embrace life’s challenges with grit and determination. Rooted in craftsmanship and inspired by the road less traveled, Devil Road Whiskey stands as a tribute to resilience and adventure. Whether enjoyed neat or in a classic cocktail, it’s whiskey worth the climb.

Brand Values and Personality

• Gritty & Elegant
• Bold & Approachable
• Adventurous & Ambitious
• Connected through Community
• Courageous, Independent & Growth-Oriented
• Grounded in Relentless Resilience & Perseverance

Target Audience Demographics

• Demographics: adventurous individuals aged 21-45, who enjoy socializing, quality
• craftsmanship and authenticity
• Lifestyle: Ambitious individuals who move forward, despite obstacles; bridge-makers,
• not bridge-burners
• Psychographics: bold, resilient, and reflective; they value meaningful connections
• and experiences.

Handles / Links:

Facebook: Devil Road Whiskey / https://www.facebook.com/devilroadwhiskey

Instagram: @devilroad / https://www.instagram.com/devilroad/

X: @devilroad92 / https://x.com/devilroad92

Youtube: @DevilRoadWhiskey / https://www.youtube.com/@DevilRoadWhiskey

2. Content Guidelines

• Logo: Downloadable files in PNG (click to download)
• Slogan: Honor the Struggle. Savor the Moment. Celebrate your Story.
  Slogan: Short Version: Honor. Savor. Celebrate.
  
  
• Voice & Tone: Bold & Confident. Authentic & Relatable. Reflective & Poetic. Approachable w/ a Rugged Edge.
  
  
• Sentence Structure: Short & Impactful paired w/ occasional longer flowing sentences for reflection & duality of grit & grace.
  
  
• Language Style: Evocative & Visual. Active Voice. Inclusive & Gender-Neutral. Timeless & Grounded.
  
  
• Key Themes: The Journey. Duality. Connection  
  
  
• Do: Metaphors, storytelling tone, action-oriented
  Don’t: Overcomplicate, be promotional, overuse humor & sarcasm

Visual Aesthetic

• Color Palette: Deep blacks, smoky grays, rich amber, and burnt orange.
• Lighting: Moody, warm, and cinematic. Avoid overexposure or highly saturated colors.
• Settings: Rustic bars, leather chairs, open roads, dim-lit lounges, rugged landscapes.
• Props: Whiskey glasses, cigars, leather-bound journals, motorcycles, fire pits, live music.

Product Placement

• Whiskey should be naturally integrated into scenes (e.g., in-hand during a fireside chat, placed on a bar with minimal distractions).
• No staged, overly commercial product shots—we want real, lived-in moments.

3. Compliance & Legal Requirements

Age Restrictions

• Content must never feature individuals under 21 years old.
• No references to underage drinking or “sneaking” alcohol.

Responsible Consumption

• Avoid showing excessive drinking or encouraging binge drinking.
• Do not associate whiskey with driving or any risky activity.

Platform-Specific Rules

• Instagram & TikTok: No direct sales promotions (use lifestyle storytelling instead).
• YouTube: Ensure videos comply with alcohol advertising regulations.

4. Engagement Expectations

Required Hashtags, Mentions & Geotags

• Tag @DevilRoadWhiskey in all posts.
• Use location tags for whiskey bars, outdoor adventures, and event locations.

• • Posts featuring Devil Road Whiskey can include:
    • #DevilRoadWhiskey (required)
    • #HonorSavorCelebrate

• #AJourneyInEverySip

• #AmericanWhiskey

• • #DrinkResponsibly
  • #ad or #sponsored (when applicable)

Encouragement for Interactive Content

• Polls & Q&As: Ask followers about their whiskey preferences.
• Live Tastings: Go live and walk your audience through a tasting session.
• User-Generated Content: Encourage followers to tag @DevilRoadWhiskey in their own whiskey moments.

Engaging with Followers

• Reply to comments & DMs with authentic, brand-aligned responses.
• Encourage whiskey lovers to share their experiences with Devil Road.

5. Campaign Themes & Creative Inspiration

Seasonal or Promotional Campaigns

• Summer: Campfire whiskey nights, road trip bottle essentials.
• Fall: Cozy pours, leather jackets, autumn cocktails.
• Winter: Whiskey by the fire, bold flavors for cold nights.
• Spring: Outdoor whiskey tastings, first sip of the season.

Example Content Ideas

• “My first time trying Devil Road Whiskey” – Personal reaction videos.
• “Whiskey & Music” – Pairing different flavors with music genres.
• “Cocktail Series” – Easy-to-make whiskey cocktails for different moods.
• “Behind the Scenes” – Visiting a distillery or the story behind your first sip.

Example Messaging

Caption:
"Whiskey lovers, listen up! 🍂🥃 Something BIG is happening with @DevilRoadWhiskey, and if you’re not on the list, you’re missing out. Want an invite to an exclusive tasting event with the boldest whiskey out there? Drop a 🔥 in the comments and I might just hook you up. #DevilRoadWhiskey

Caption:
"I’ve had a lot of whiskey in my life, but this one? It hits different. 🔥🥃 Smooth enough to sip, bold enough to remember. First time trying @DevilRoadWhiskey, and let’s just say—this bottle won’t last long. #DevilRoadWhiskey 

Caption:
"Not every whiskey can handle a cocktail, but @DevilRoadWhiskey? Built for it. Tonight, I mixed up a Smoky Devil—rich, smooth, with just the right bite. Try this one and thank me later. 🥃🔥

Smoky Devil Recipe:

• 2 oz Devil Road Whiskey

• ½ oz maple syrup

• Dash of bitters

• Smoked glass for that extra edge

Would you drink this neat or mixed? 

6. Compensation & Perks

Payment Structure

• Flat rate per post OR commission-based affiliate program for each bottle sold.
• Performance Bonuses for high engagement & conversions.

Performance Expectations

• Minimum 2-4 posts per month.
• Maintain high engagement rate (>5%) on sponsored content.

Exclusive Perks

• VIP access to brand events & tastings.
• First to try new releases before public launch.
• Branded merchandise & limited-edition bottles.

7. Contact & Support

Brand Rep Contact

📧 info@hellandheavenspirits.com
📞 [Insert Phone Number Here] ??

Content Approval Process

• Some content may require pre-approval (e.g., major campaigns, product claims).
• Submit content drafts at least 7 days before posting (if required).

Crisis Communication Protocol

• Negative Feedback: Always respond professionally and redirect to customer support.
• PR Issues: Escalate immediately to the brand team.

Final Note:

The Devil’s Advocate Program is about more than just whiskey—it’s about storytelling, adventure, and craftsmanship. As an advocate, you carry the legacy of the road untamed, the whiskey refined. Cheers to the journey ahead. 🥃🔥