Managing content across multiple drinks brands is no small task. Twirl helped Global Brands replace manual creator sourcing with a streamlined system, cutting production time and delivering authentic UGC that consistently outperformed on paid.
June 16, 2025
Company Name: Global Brands
Industry: Beverages
Global Brands is the UK’s leading independent drinks expert and home to a wide range of great tasting alcoholic and non-alcoholic drinks. Since launching in 1997, they’ve built an iconic portfolio of brands that are loved nationwide - from night out staples to everyday favourites.
With a strong focus on innovation, flavour, and authenticity, Global Brands continuously develops new drinks and launches fresh campaigns to connect with a wide audience. But with dozens of brand campaigns running simultaneously, sourcing the right creators quickly and efficiently became a growing challenge.
Before working with Twirl, the content team at Global Brands found themselves spending hours manually searching for UGC creators. Sifting through profiles, checking content quality, negotiating fees - it was a time consuming process that made scaling UGC efforts difficult.
With limited time and increased content needs across multiple drinks brands, they needed a smarter, faster way to find the right creators who could genuinely connect with their products and audiences.
Twirl helped Global Brands completely streamline their UGC process. Instead of manually searching through profiles and negotiating with creators one by one, the team could now post a brief and instantly receive applications from creators who were genuinely interested in the product.
Through Twirl’s platform, they could easily browse each applicant’s past work, read their pitch for why they were a good fit, and filter by age group, niche, and content style, making it simple to find the perfect creator for every campaign.
Twirl’s live chat also gave the team direct access to fast help whenever needed, and the support team at Twirl were always quick to jump in and offer solutions. What once took hours now took minutes - freeing up the Global Brands team to focus on creative strategy instead of admin.
Since partnering with Twirl, Global Brands has launched over 50 UGC campaigns across their beverage portfolio, with successful results in both content quality and campaign efficiency. Each campaign delivered custom-fit content that felt fresh, brand-aligned, and above all, authentic.
One of the key wins has been consistently lower CPMs from UGC ads compared to high production content. With Twirl, Global Brands was able to scale content output without sacrificing quality or their marketing budget, making UGC not just a creative choice, but a smart investment.
“Working with Global Brands has been such a rewarding experience. I've had the opportunity to collaborate on several of their brand campaigns over a number of their beverage brands and each one has brought something unique to the table. One standout project for me was the Halloween party campaign with Shake Baby Shake - the level of creative freedom they offered really allowed me to push boundaries and produce some of my most original content yet.
What I love most about working with Global Brands is how naturally the projects align with me. As someone who’s not just part of their target audience but also a genuine fan of their drinks, creating content never feels forced. I regularly reach for their cocktails for picnics in the park or days out with friends, so showcasing the brand in my lifestyle content comes effortlessly. It’s been a joy to bring their products to life in ways that feel both authentic and engaging.”
- Monica (UGC Creator @ Twirl)
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