MF Libations



Celebrity actors Jeffrey Dean Morgan and Hilarie Burton (of Walking Dead and One Tree Hill fame) chose Magrino to launch their new spirits brand, MF Libations, in the press and on social media. The brand was looking for a top tier and  comprehensive social media launch that included brand identity, handle, hashtag, paid amplification, competitor analysis, website integration, and visual content creation.   

Our Solution

Magrino worked closely with the brand team and founders to create a unique social media identity that expressed the brand’s playful, authentic personality. Together, the team created a content strategy of key pillars and planks that left room for fun and interpretation, keeping mischief at the center of it all. Magrino also created a launch video series storyboard and worked with creative teams to execute the creation of reels that played to the founder’s strengths and social media trends. The creative ideation yielded a dozen or so reels and a hundred photos for social media use to express the brand in time for launch.  


The launch reel garnered 233,000+ views (and counting). Content over the first few months earned over 100,000 engagements and Instagram followers skyrocketed to nearly 31,000. This momentum sold out the first signed bottle release of both MF Bonfire Rye and MF Blackberry Gin and led over 7,000 clicks to purchase.