Founder, Edmunds Cocktails

Client

Tom Mayes

Founder, Edmunds Cocktails (Ready-to-drink cocktail brand)

Operating across on-trade, retail, and investment markets

Audience:

• On-trade partners (venues, hospitality groups)
• Retail buyers
• Investors and VCs

Use case:

• Commercial partnerships
• Investment interest
• Brand credibility
• Talent attraction

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The Problem

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Tom had a strong product, but almost no presence.

Before working with Kurogo, he had:

• 1,558 followers
• Just 11,789 total impressions across the entire year previously
• ~1,684 impressions per post
• Minimal engagement

There was no system, consistency or positioning, which meant no way for the right partners and investors to discover the business.

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Our Diagnosis

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Tom needed to:

• Be seen as a credible operator
• Attract commercial attention
• Build trust with investors and partners

But his current presence wasn’t doing that.

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Our Approach

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Step 1: Positioning Before Posting

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We started by defining:

The objective

• Attract investment interest
• Generate partnerships
• Build commercial opportunities
• Increase brand visibility

The audience

• On-trade (venues, hospitality)
• Retail buyers
• Investors / VCs

We built detailed ICPs for each.

Then we created a positioning strategy around:

• A clear reputation statement
• Proof (why he’s credible)
• Differentiation within the F&B / RTD market

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Step 2: Content Engine Built for Growth

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We developed content pillars aligned to both:

• His positioning
• His audiences

Core themes:

• Founder journey
• Building Edmunds Cocktails
• The ready-to-drink market
• Sustainability

Initial content mix:

• 60% Growth
• 30% Authority
• 10% Conversion

This split was very intentional. He needed visibility first, then authority.

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Step 3: Long-Term Iteration

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Over 22 months we tracked every post and metric weekly, comparing them against cumulative performance. We used that data to continuously test formats, messaging and styles.

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The Results

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Before Kurogo

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• 1,558 followers
• 11,789 yearly impressions
• Minimal engagement

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30 Days

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• 61,357 views
• +420% increase vs previous 12 months
• +500 followers

Immediate traction.

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Year 1

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• 561,951 impressions
• Up from 11,789 the year before
• Increased investor interest

Nearly 50x increase in yearly visibility

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Overall Growth

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• Followers: 1,558 → 9,509
• Average post impressions: 1,684 → 3,611

This is especially significant given platform reach has declined over time since we started working with Tom.

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What Changed

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Tom went from invisible to consistently visible to the right people.

His content now:

• Builds credibility with investors
• Attracts commercial conversations
• Reinforces brand trust
• Creates ongoing inbound opportunities

For founders like Tom, visibility = opportunity.

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Who This Is For

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This approach works best for:

• Founders with strong businesses but low visibility
• Consumer and F&B brands
• Operators looking for long-term, consistent growth
• Businesses where credibility drives deals

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