Drink With Wayne: Fresh Recipes for Authentic Content Creation
In an industry filled with carefully crafted marketing campaigns and polished brand personas, Wayne Cafariella—better known as "Drink With Wayne"—stands out with a refreshingly authentic approach that has captivated audiences across a variety of channels. From his beginnings watching his Uncle Gene and grandfather "Pop" mix drinks at family gatherings to becoming a Global Brand Ambassador for Cazcanes Tequila, Wayne's journey through the beverage world exemplifies how passion and genuine enthusiasm can translate into powerful content creation and a unique platform.
A Content Creator's Perspective
Our recent Q&A with Wayne revealed a wealth of insights about the intersection of content creation and beverage marketing that brands should take note of:
Power of connection: content creators (for lack of a better term) are a powerful addition to your marketing mix, offering unique and authentic perspectives that resonate with audiences in ways traditional advertising cannot
Let creators create: be selective with your creators based on your brand strategy and then let them create—their authentic endorsement is what drives genuine engagement and results
Brand building vs. sales: most content serves brand-building purposes rather than direct sales, requiring measurement through impressions, views, influence, and anecdotal feedback (*though exceptions exist as Wayne points out, where creators can effectively drive awareness and sales, especially in the case of new brands or limited releases)
Top 5 lists, big ass drinks, and...little old ladies? after several years, Wayne has an intuitive sense of what videos perform and what don't. Lists continue to hold our attention, along with seeing an entire bottle emptied into a glass. Plus, we have a soft spot for seeing Wayne help a grandma with a smart purchase.
Even in the digital realm, relationships drive success: Wayne's story exemplifies how brand building in the beverage world remains fundamentally about human connections. Cazcanes Tequila reached out when Wayne had only 12,000 followers, recognizing his authentic voice and potential influence. This early investment in the relationship eventually led to Wayne becoming their Global Brand Ambassador—demonstrating how identifying and nurturing connections with emerging creators before they become mainstream can yield significant long-term value for brands willing to take that initial leap of faith.
Wayne's approach—responding to every comment, never paying for followers, and creating content that feels relatable rather than overly polished—has earned him a dedicated community. His experience working with brands has taught him valuable lessons about what works and what doesn't in this evolving digital landscape. Read more below.
My Conversation with Wayne Cafariella
What initially drew you into the world of beverages, and how did your journey in this industry begin?
I’ve been in the Food & Beverage industry since high school (2002 for me). I've worked in all types of kitchens and restaurants, mostly in BOH as a dishwasher that ascended all the way up to the ranks of Executive Chef. In 2017, I left the culinary industry to launch my own business, roasting coffee and eventually opening a cafe and tasting room. My obsession with cocktails goes back to my childhood, my Uncle Gene and my grandfather "Pop" were always the life of the party. Pop was a business traveler and was always bringing home little swizzle sticks or shot glasses that he would "acquire" along his travels around the world. I have a bunch of the glassware and tchotchkes that he would nick along the way. Uncle Gene had a really cool bar in his basement and would always let me pull up a stool and watch as he made cocktails and drinks for the guests during the holidays. It was there watching him entertain and make everyone happy that I feel like I connected with. I've always been a fan of bourbon and craft spirits and cocktails, but things REALLY ramped up during Covid. I began really diving into Tiki drinks and the Tiki Culture, from there it was just an explosion of trying new things, trying to learn how to make elevated cocktails at home, and the term "home bartender" really took on a new meaning. This curiosity and passion quickly became an obsession that led to having friends over all the time to see what new whiskey, rum, tequila, or tiki drinks I was playing around with. It's where my wife coined the phrase that became my username, because everyone always wanted to come over and have a "drink with Wayne.”
Can you share how you started creating content and developing your storytelling approach around beverages?
I have been doing various forms of social media and content for years, whether podcasting/streaming/and social media for my coffee company. So I'm used to being on camera. I was reluctant to start my own TikTok, however, it all started around Christmas in 2022, a random chance encounter at Costco. I had this little old lady randomly come up to me and ask if I knew where the liquor store was (in NY, they're separate from the actual Costco), so I led her through and helped her pick out a bottle of wine and a bottle of Bourbon for her grandson. I shared this exchange on TikTok and it "went viral" for me at least... started getting followers, had 30,000 views, and that's kind of where it started. My wife encouraged me to start posting because "you can teach people a lot about this stuff.” I never have claimed to be an expert, but I'm just one of those guys who gets passionate and into something and loves to share that experience with others. So I started posting very primitive bourbon reviews, which took off. On TikTok, I built a following very rapidly, and it's been all in on the content side since then.
Building an audience takes time and strategy. What key factors have contributed to growing your following, and what unexpected challenges did you face?
I take a very organic and maybe somewhat obsessive approach to my following. I can proudly say I've never paid for or boosted posts, I put out original content, sharing what I know. I engage with ANYONE and EVERYONE who engages with my content. Good, bad, or otherwise. I respond to every single comment that comes through, for the most part, and answer dm's as well as do giveaways, Q&A, and livestreams to help build up a community. Taking this approach has led to the following, which I never take for granted and am very grateful for. Built, not bought. Brick by brick.
Among all the content you create, which types of posts or formats do you find most enjoyable to produce, and why do these resonate with you personally?
I like to keep it relatable, funny, transparent, and honestly, it's just who I am on camera. My favorite videos to make are the cocktail recipes, but half the time, they barely get any traction. I've tried multiple series of content, some really work, others don't. So I tend to stick to what works. Tequila Tuesdays and Fresh Pop Fridays are my favorites. Every Friday, I'll open and review a new bottle of something I'm excited about, and those tend to pop off.
Based on your data and audience feedback, what types of content consistently perform best with your audience, and why do you think these resonate so strongly?
TOP 5 lists ALWAYS hit, being one of the first to review a bottle typically does very well also. The "big ass drinks" where I'll pour an entire bottle of Eagle Rare or something into a glass and watch it pop off into the millions of views is hilarious to me.
Is there any content you're passionate about creating that doesn't perform as well as you'd hope? How do you balance creating what you love versus what performs well?
There are a ton of things I've tried that I wish would hit better. I like to do in-depth reviews and talk about all types of spirits, however, it seems Bourbon and Tequila always do the best on my account. I did a whole series on Rum and Mezcal, but they barely ever broke 1,200 views. So I stick with what works. One of the big things I like to do is feed off the comments. Answering questions in videos has helped build the connection with the following and often helps keep the ideas fresh.
How do you view content creation as a tool for brand building, and what principles guide your approach when developing content strategy?
I think it's a massive tool for brands, as long as they embrace the process and let the creator do their thing. The best relationships I have are the ones in which the brand lets me "do my thing" and just watches the results. I hear it directly from Liquor stores as well that I frequent, if I talk about a bottle, they're suddenly moving cases of stuff because people see it and want to try it. It's a HUGE advantage for brands, and you're starting to see it all over the place now.
Based on your experience working with various brands, what do you wish they understood better about content creation and audience engagement?
Oh boy, do I have some takes on this subject. Oftentimes, you're not really dealing with brands directly, you're dealing with PR firms who think they know better than the creators that they're trying to hire. They often have RIGID guidelines and want to control the conversation and narrative. It's more often a pain in the ass working with firms as they think they know better. Meanwhile, I'm sitting here with the following and audience that I have curated and built over the past 2 years and know what will "hit and what will shit." Some of the best interactions I've had are the brands that take a more hands-off approach, they understand the process and let the CREATOR CREATE! Otherwise, just run an AI-generated ad and move on. What's the point of working with Creators if you limit their ability to create?
How have you seen the beverage content landscape evolve recently, and what emerging trends do you think will shape the industry in the coming years?
It's becoming a bit saturated. New brands pop up every second, and new creators out there post videos left and right, often for free, which, in my opinion, starts to water down the industry. I try to keep my content about 70% organic and 30% sponsored because otherwise, you wind up looking like a NASCAR with all these branded posts. I cherry-pick who I work with and only choose brands with which I align.
Many people see coffee, spirits, and cocktails as separate worlds. What interesting crossovers or connections have you discovered between these beverage categories?
One of the more unique crossovers I've seen was the brand Licor43, which has hosted an annual "baristas and bartenders" contest. I won second place in the US last year out of 10,000 applicants. It was a really unique crossover of Coffee, Spirits, and Cocktails. I hope they do it again this year, but I have not heard anything yet.
Regarding storytelling around beverages, what techniques have you found most effective for connecting with your audience on a deeper level?
Just be yourself, talk about what you know, HOW you know it. You don't need to know every spec about a bottle, a spirit, their founding story, or recipes. Be relatable, talk about what YOU know, not what you've heard others say. Talk about how it makes YOU taste, feel, react, etc. Keeping things real and organic will stand out in the long run vs reading off a press release or master distiller’s "tasting notes" verbatim. If I hear someone reading off ridiculous tasting notes, I gloss over. Keep it real, relatable, and you'll win.
Looking toward the future, what aspects of the beverage world or content creation are you most excited about exploring next?
Recently, I have taken on the position of Global Brand Ambassador with Cazcanes Tequila. This is one of the first brands that reached out to me in my early stages of content. I only had about 12,000 followers at the time, but they were there and offered to send over some stuff for me to try out. The first video I posted for them hit over 500k views, and they sold a bunch of bottles on their e-commerce store. I only posted the video because when we tried it, my wife and I had one of the most genuine reactions to the tequila; it was one of the best we had ever tried. That video HIT! Since then, I've built an amazing friendship and relationship with the brand and the owners, so much so that they offered me the position, and I left my own business to pursue this opportunity. It's something I'm very excited and passionate about, as I've spent the last 2 years really diving into the world of Agave spirits. I have some other BIG things on the horizon regarding that, but I'm under NDA as of now. Let's say, you're going to eventually see something that NO one has done before in the space and it has the potential to change a lot of people's lives. I'm stoked about what's coming up soon!
Closing Thoughts
Wayne Cafariella's journey from passionate home bartender to influential beverage content creator illustrates the power of authenticity in today's digital landscape. His advice to "keep it real, relatable, and you'll win" serves as a guiding principle for both creators and brands looking to make meaningful connections with audiences.
What makes Wayne's perspective particularly valuable is his experience on both sides of the equation—as a creator who understands what resonates with audiences and now as a Global Brand Ambassador who appreciates the business objectives behind content partnerships. His success story with Cazcanes Tequila—where a single authentic review led to substantial sales and eventually a career opportunity—demonstrates the remarkable potential of creator partnerships when approached with mutual respect and creative freedom.
To follow Wayne's beverage adventures and gain more insights into the world of spirits, cocktails, and authentic content creation, connect with him across his platforms:
Whether you're a brand looking to expand your digital footprint or simply a beverage enthusiast wanting to deepen your knowledge, Wayne's content offers both entertainment and expertise worth raising a glass to.
Need help navigating the world of content creation as part of your marketing mix? Let's connect to discuss your needs.