Appalachian Mountain Brewery

Social Media Manager · Instagram (@appalachianmountainbrewery), Facebook, TikTok

Scope: content strategy · concept · in-house photography & styling · editing · visual identity rebranding · community & brand partnerships

The brand & the challenge

AMB is a Boone-born craft brewery with deep Appalachian roots and a philanthropy-forward identity. Its digital presence needed to catch up to its real-world reputation: to translate genuine community goodwill and brand heritage into digital reach and measurable growth.

The results:

+8,000 new followers, to 38.2K total on Instagram, 40K on Facebook, and 1.5K on TikTok. Breakout content that had over 3 million views and 120,000+ likes Reach upwards of 65K, 23K interactions, link clicks up 80.7%, and profile visits up 222.4%. On TikTok, +800 followers with reach up 15% per quarter and 11K interactions, achieved despite the category restrictions covered in the platform note in the Introduction.

The Strategy & Standout Work

Content:

A mix of storytelling, product moments, and trend-driven campaigns timed to cultural peaks. Several posts went viral: most notably a July 4th post that reached over 3 million views and 120,000+ likes, generating press and a wave of organic growth.

Photography & styling:

I produced and styled all photography in-house, from product to lifestyle, aligning the visuals to AMB's heritage and evolving personality — polished, professional content that cut outside creative spend.

Visual rebranding:

I led a full visual identity refresh across digital and physical touchpoints (fonts, color, icons, creative assets, signage) unifying the brand from feed to taproom.

Community & partnerships:

Cross-brand giveaways and partnerships with complementary businesses, philanthropy tie-ins, and taproom events (400+ likes and 10K+ views per giveaway post) that pushed reach well beyond AMB's own audience.