Drink Brands need to rethink FAM trips , Influencers or Beverage specialists or both !

Why Beverage Brands Need to Rethink FAM Trips: Beyond Generic Influencers

FAM trips—short for familiarisation trips—have long been a powerful tool for storytelling. Taking people to the source, immersing them in the brand’s world, and letting them experience the product firsthand has undeniable value.But in today’s landscape, many of these trips are increasingly geared towards generic influencers—focusing on reach over relevance.

The question is:
Are we building visibility, or are we building credibility?

The Shift Towards Influence Over Insight

There is no doubt that influencers bring scale. A well-curated trip can generate high-quality content, wide reach, and immediate visibility.

However, when it comes to beverage categories—especially nuanced ones like wine, whisky, tequila, or sake—visibility alone is not enough.

These are products built on:

• Origin and process
• Flavour complexity
• Cultural context

Communicating this effectively requires more than aesthetic storytelling.

Why Beverage Specialists Matter

Beverage professionals—bartenders, sommeliers, educators—engage with products differently.

They:

• Understand production and category nuances
• Translate technical knowledge into guest-friendly language
• Influence both trade and consumer decisions

Their content may not always be the most viral—but it is often the most credible.

From Content to Conversion

A visually appealing post may create awareness. But a well-informed recommendation drives action.

When beverage specialists experience a brand through a FAM trip, they:

• Integrate it into conversations behind the bar
• Recommend it to guests with confidence
• Use it within menus and tastings

This creates a direct link between experience and consumption—something generic influencer content rarely achieves on its own.

The Value of Depth Over Reach

The most effective brand storytelling balances both:

• Reach (through influencers)
• Depth (through specialists)

FAM trips that include beverage professionals bring:

• Technical understanding
• Long-term advocacy
• Stronger integration within the trade

They move the conversation from “this looks good” to “this is worth trying.”

Building Long-Term Brand Advocates

A key advantage of engaging beverage specialists is longevity.

Unlike one-off content, their influence:

• Continues in daily service
• Extends into training and peer conversations
• Builds over time through repeated recommendations

This is not just exposure—it is sustained advocacy.

A More Balanced Approach

This is not about replacing influencers. It is about evolving the approach.

A stronger FAM strategy would:

• Include both content creators and beverage professionals
• Design experiences that cater to learning as well as storytelling
• Focus on both immediate visibility and long-term impact

Because in the beverage world, credibility amplifies visibility.

The Way Forward

As the Indian beverage landscape matures, the way brands engage with their audiences needs to evolve as well.

FAM trips are not just marketing exercises—they are opportunities to shape perception, build knowledge, and influence real consumption.

And to do that effectively, the right voices need to be in the room.

A Perspective from the Field

Reflecting on the value of such experiences, Ajit Balgi, beverage consultant and educator, shares:

“My FAM trips across Austria, the USA, Italy, and Spain have played a significant role in shaping how I engage with both the trade and consumers. They’ve allowed me to deliver more informed and engaging sessions offline, while also helping me create more meaningful, educational content for my audience online.”

Follow his insights and journey on Instagram:
@ajitbalgi

Closing Thought

A beautiful post may capture attention. But a knowledgeable recommendation drives a pour.

And in the end, that is what matters.