The Situation
Fiero Tequila entered a crowded spirits category with a great product—but virtually no consumer awareness and no established social media community. When Sparkle began working with Fiero, we built its Instagram presence from scratch.
The challenge wasn't simply to gain followers. Fiero needed to become a brand consumers recognized, talked about, sought out and ultimately purchased. Our job was to introduce Fiero to a highly specific audience of 21–40-year-old tequila drinkers and turn an unknown spicy tequila into a product that felt like the must-have bottle for anyone who likes a little heat.
The Solution
We built Fiero's social identity around the lifestyle of its ideal customer rather than simply posting product photos.
Our strategy paired highly targeted, culturally relevant content with a distinct, playful brand voice that spoke the same language as Fiero's audience. We positioned Fiero as the easy answer to a spicy cocktail: real tequila infused with real peppers, without the hassle of infusing your own.
Content consistently reinforced Fiero's all-natural ingredients and real pepper infusions while showing consumers how the product fit naturally into margarita nights, parties, recipes, holidays, game days and everyday social occasions.
To expand the brand beyond its own channels, we incorporated influencer partnerships, UGC creators, giveaways, recipes, trend-driven content and highly shareable social campaigns. The strategy wasn't simply about publishing more—it was about creating content people actually wanted to engage with and share.
And it worked. In 2024 alone, Instagram generated 1.7 million impressions and 10,847 organic engagements, while the account grew from 964 to 5,643 followers—a 485% increase in the audience in a single year. Some individual campaigns generated thousands of interactions, including one giveaway with 2,093 engagements and another piece of content with 668 engagements.
The Results
$50,000+ in DTC sales with a 10x ROAS
Social media didn't stop at awareness. One highly targeted ad campaign helped generate more than $50,000 in direct-to-consumer website sales, connecting content and community building with actual consumer purchasing behavior. This resulted in a 10x ROAS on Meta advertising.
6.1M+ documented social impressions & views
Across Instagram and Facebook, the available reports document more than 6.1 million combined impressions/views during the partnership. That includes 767,936 Instagram impressions in 2023, 1.7 million in 2024, and another 182,003 Instagram views through August 2025. Facebook contributed approximately 3.45 million additional documented impressions.
30,000+ documented social engagements
Across the reporting periods available, Fiero generated more than 30,000 engagements across Instagram and Facebook, turning passive awareness into measurable interaction with the brand. The 2024 Instagram account alone generated more than 10,000 organic engagements.
0 → 1,000+ retail locations
As consumer awareness and demand grew, Fiero expanded from an emerging tequila brand into 1,000+ retail locations nationwide, including major names such as Total Wine, BevMo and Raley's.
From unknown brand → nationally distributed product
What began as a social account with zero followers became an established consumer brand with millions of digital touchpoints, thousands of customers and followers, measurable online sales, and a growing nationwide retail footprint.
Why It Matters
Fiero is proof that social media can do much more than make a brand look active online.
Over three years, Sparkle helped build the audience, personality, visibility and consumer demand around a brand that was starting from zero. We identified exactly who Fiero needed to reach, learned how to speak to them, and created a social presence that made the product feel relevant to their lives.
The result wasn't just 6,000 followers or millions of impressions.
It was a brand people discovered online, engaged with, purchased directly and increasingly found on shelves across the country.
That's the difference between managing social media and using social media to build a brand.
