Inside the Launch of SipMARGS: Can Star Power Fuel Long-Term Growth?

Let’s be honest—when Alix Earle backs a brand, people pay attention. She recently became an investor and brand partner in SipMARGS, a ready-to-drink sparkling margarita company—and the buzz around the launch has been hard to miss.

But what’s even more impressive? The marketing strategy behind it. From leveraging organic UGC and launching with a community-focused event, to aligning the brand’s aesthetic with a lifestyle their audience aspires to—SipMARGS is doing a lot right.

So instead of asking “Will this hype last?”—we’re breaking down exactly what’s working, and what other brands can take away from this standout launch.

Let’s dive in.

Pro Tip:

Your audience doesn’t just want to watch the launch—they want to feel part of it. When you’re building a new brand (especially one with a lot of buzz), make space for your community to join in. Answer their questions, involve them in the journey, and show them how your product fits into their world—not just the world of the celeb behind it.

Relatability and connection are what turn a curious customer into a loyal one.

Case Study: SipMARGS' Social Launch: A Playbook Worth Stealing

Here are 3 smart things the SipMARGS team did to build buzz and connection from day one:

• They made the launch feel like an exclusive invite
  Kicking things off with a launch party created a real-world moment for the brand—and Alix sharing the behind-the-scenes content on her page (instead of the brand’s) made it feel more authentic. It gave her followers a reason to care about the brand beyond just a promo.

• Involve the community in the content
  SipMARGS isn’t just letting people tag them—they’re actively reposting, reacting to, and amplifying all the content their audience is sharing. From first impressions to unboxings, they’re using real-time reactions to build momentum and social proof. It shows that people aren’t just curious—they’re genuinely excited to try the product.

• They’re selling a lifestyle their audience actually wants
  SipMARGS isn’t just promoting a drink—they’re showcasing the moments it belongs in. Think beach hangs, girls' nights, getting ready with friends. The content taps into a lifestyle their audience resonates with and aspires to, making the brand feel less like a product—and more like a vibe.

Actionable Insight:

Start building momentum by highlighting the content your customers are already sharing. As more people try SipMARGS for the first time, we’re seeing the start of a valuable wave of organic content. These unfiltered reactions, tags, and first impressions are gold for any brand—especially in the early days.

If people are talking about your product, amplify it. Reshare the hype, react to it, and show that real people are excited. It's one of the fastest ways to build credibility and community.