Why Beverage Brands Choose Fifty & Five: Lucas Vandenberg’s Story

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The Real Story: From Studying Spirits to Shaping Brands

Let’s talk about why so many beverage brands—wines, spirits, and even international beers—turn to Fifty & Five for social media and digital marketing.

It all goes back to Lucas Vandenberg. Before founding Fifty & Five, Lucas dove deep into the beverage world through a hands-on, ground-level journey. His roots run from learning the ropes at Southern Wine & Spirits (now Southern Glazer’s, one of North America’s beverage distribution giants) to co-owning the independent spirit company PRIQLY. Over 17 years, he’s worked side by side with iconic wine brands and emerging beers, developing a sixth sense for the voice, vibe, and values that resonate in this industry.

From the Warehouse Floor to the Digital Boardroom

Lucas’s first real exposure to the business came at Southern Wine & Spirits—a company that shaped his appreciation for how brands build relationships, not just sales figures. This wasn’t corporate theory but real-world roll-up-your-sleeves learning. He saw brands like Kendall-Jackson and Beringer win shelf space thanks to more than what’s in the bottle. Authenticity, storytelling, and smart partnerships fueled their growth.

At PRIQLY, Lucas got entrepreneurial: building a spirit brand from scratch, wrestling with label designs, navigating regulations, and figuring out distribution in an ultra-competitive environment.

His portfolio soon included names every wine lover (and even beer fans) would recognize:

• Sea Glass

• Sledgehammer

• Folie à Deux

• Zardetto

• Stemmari

• Free Flow Wines

• Beer favorites like Koenig (from Germany) and Fireman’s Brew

Bridging Two Worlds: Product and People

What sets Lucas—and Fifty & Five—apart is the ability to mix beverage-world expertise with digital-first thinking. Too often, digital agencies don’t “get” wine, spirits, and beer. And beverage pros can come up short on social strategy. Lucas bridges both, acting as translator and advocate for brands.

His model? Meet brands where they are—whether boutique Napa newcomer or European staple—and help them show up authentically, creatively, and consistently online.

What Lucas Learned (the Hard Way):

• Relationships make brands memorable, not just marketing budgets.

• Authenticity always beats empty hype—especially in 2025’s feed full of ads and sameness.

• Beverage drinkers connect with brands online the same way they do at tastings: through story, passion, and the sense of “knowing” a team, not just a label.

Why Fifty & Five Nails Beverage Marketing

1. Insider Industry Knowledge

There’s real muscle behind every campaign. Our team knows the difference between a sustainable vineyard story and a gimmick. We understand what matters to distributors, retailers, and most importantly, real people pouring a glass.

2. Diverse Brand Roster (Not Just California Love)

Fifty & Five doesn’t play favorites. From Central Coast darlings like Sea Glass, international flavors like Germany’s Koenig beer, to trend-pushing American icons like Fireman’s Brew, we’ve seen what works across continents and categories.

3. Social Media That Feels Real (And Drives Sales)

“Just get more followers” isn’t the goal. Our campaigns focus on genuine engagement—think influencer partnerships that move product and build loyalty, not quick-fix vanity metrics. We run activations that have legs beyond one moment, sparking real conversations between brand and fan.

4. Creative that Stands Out on a Crowded Shelf

We develop content people want to click—not just scroll past. Whether it’s Instagram reels, TikTok moments, or longer-form storytelling for wine clubs and connoisseurs, we bring the energy that keeps beverage brands top-of-mind and relevant.

5. Adaptable Approach, Every Year

The beverage world is always changing—2025 is no exception. From shifting regulations to new social platforms, we pivot fast and keep brands ahead of the curve.

The Brands We’re Proud to Call Partners

Here’s a snapshot of some of the beverage world’s most-loved names who have trusted Fifty & Five with their story:

• Sea Glass Wines: Casual, coastal, every-day wines anchored by digital storytelling and vibrant visuals.

• Kendall-Jackson: Legacy wine, modern reach—showcasing sustainability, innovation, and approachability for new audiences.

• Beringer: Old-school heritage meets digital cool, from influencer tastings to exclusive online drops.

• Folie à Deux & Stemmari: Unique varietals, bolder personalities—content that matches their edge.

• Koenig (Germany): Crafted authenticity, Euro flair, digital campaigns that celebrate German brewing tradition with modern flavor.

• Fireman’s Brew: Homegrown American energy, hero-themed storytelling, and content that feels as refreshing as their Pilsner.

• PRIQLY: Entrepreneurial hustle, founder-led transparency, and a direct line from distillery to digital community.

A Day in the Life (2025 Edition)

Most days, you’ll find Lucas and the team:

• Brainstorming campaign ideas over espresso (and sometimes beer tastings, of course)

• Hopping onto Zoom with Napa winemakers or Munich-based Koenig brand managers

• Reviewing influencer pitches (fun fact: wine TikTok is wilder than you’d think)

• Crafting visuals that tell a full-bodied story in three seconds or less

Fifty & Five’s secret? We’re as obsessed with the details as the big picture. We sweat captions, hashtags, and timing—but also step back to ask, “Does this feel like ‘us’? Will fans remember this moment, or will it fade in their feed?”

What “Authentic” Really Means (and Why We’re Relentless About It)

You hear it everywhere, but for us, authenticity is an operating system. We don’t force beverage brands into generic templates. Instead, we dig for what makes each label unique. For some, it’s family heritage. For others, it’s women-led winemaking, offbeat humor, or local philanthropy (cheers to Fireman’s Brew for supporting firefighter causes).

Our campaigns start with in-depth brand immersion, candid interviews, and living the story before we ever post a pic. We think that’s why our results last—followers don’t just double-tap; they buy, share, and advocate.

Advice for Beverage Brands in 2025

If you’re reading this as a beverage leader, here are a few takeaways from Lucas and Fifty & Five:

• Don’t copy the competition. Find your own flavor—your tribe will find you.

• Lean into your story. Whether you’re a heritage brand or new craft label, authenticity never goes out of fashion.

• Don’t sleep on social—your drinkers are hanging out on Instagram, TikTok, and beyond.

• Choose partners who understand your world. The difference shows up in the details—and in your sales.

Ready to Start Your Own Story?

Beverage brand success is about more than shelf space—it’s about making real connections everywhere your fans discover and share. If you’re looking for an agency that lives and breathes this (and never phones in a campaign), visit Fifty & Five or explore more stories on our blog.

Let’s craft something unforgettable together—cheers to what comes next!