AMB Taprooms
AMB Taprooms — Mills River & Boone
Social Media Manager · Instagram, Facebook · Multi-account, localized strategy
Scope: multi-account content strategy · concept · photography (product, menu & lifestyle) · editing · event coverage & storytelling · community & local partnerships
The brand & the challenge
Alongside AMB's main account, I ran the Mills River and Boone taproom accounts — each with its own audience and identity, but needing to stay coherent with the parent brand. The task was to make each location feel like its own destination while reinforcing a single brand.
The results
Mills River: reached 43K unique followers, unique +3,500 followers, with strong gains in profile visits and link clicks, establishing it as a premier food-and-drink destination.
Boone: reached up to 25K unique accounts, interactions doubled, gained +2,000 followers, and a measurable lift in taproom traffic and beer sales.
The Strategy & Standout Work
Mills River:
Leaned into its restaurant and bar program and its social atmosphere: staff features for personality and warmth, seasonal menus, curated beer-and-cocktail pairings, and live-music positioning that framed the space as a food-and-drink destination.
Boone:
Leaned into origin story and community roots (small-batch releases, philanthropy initiatives, and taproom-only events) reinforcing the original location as the heart of the brand.
Photography:
Shot on my Sony DSLR, I captured cocktails, beer, cider, and menu items for both locations — content polished enough to run well beyond social, on the website, in print ads, digital campaigns, and on billboards.
Partnerships & Events:
Real-time coverage and post-event storytelling across Brewin' Good Pint Nights, Flannel Fest, the Asheville Symphony × AMB collaboration, Boonerang, Oktoberfest, and live music — plus cross-promotion with local businesses and non-profits.
