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Urban cocktail modernists who fuse wellness-minded drinking, culinary rigor, and global bar culture with design taste, creative curiosity, and hospitality-world credibility.
They treat cocktails as a craft discipline - studying Punch, Imbibe, and The World’s 50 Best Bars, then rebuilding the drink around wellness, technique, and bartender-level credibility.
Ranked by audience overlap - what makes this audience distinctive
Felipe Tarazona’s audience reads like a modern bar program with a wellness brain - they are drawn to the technical rigor of Cocktail Kingdom, House of Angostura, Death & Co, and Campari Academy US, but they consume that world through education-first voices like The Educated Barfly, Moody Mixologist, Imbibe, Punch, and Bartender Atlas. This is not a casual cocktail crowd chasing nightlife aesthetics alone; A key indicator of their true mindset is the strong overlap between The World’s 50 Best Bars and Beautiful Booze, which points to people who want drinks to be both expertly built and culturally legible, with the polish to share, discuss, and recreate at home. What is especially revealing is the collision of chef-world taste markers like Thomas Keller and StarChefs with experimental coffee, plant-forward interests, and scene-defining bartenders like Monica Berg and Sam Ross - signaling consumers who treat drinking less as indulgence and more as a curated, design-conscious practice of flavor, knowledge, and self-expression.
This is based on 279 total affinities - including:
What sets this cohort apart is their dual-nature: on one hand they value old-world bartending orthodoxy and craft canon - House of Angostura, Fernet-Branca, Cocktail Kingdom, Death & Co, Campari Academy US, The Educated Barfly, and The World’s 50 Best Bars - but they also chase a lighter, wellness-coded future through Felipe Tarazona’s nutrition-minded cocktails, plant-based cooking, sustainability, and an always-on social media education loop. They romanticize the speakeasy and the bar spoon while quietly rewriting the culture around it, turning indulgence into optimization and classic cocktail ritual into something cleaner, smarter, and more shareable.
Estimated demographics - inferred using mixture of experts on media affinities
The distinct micro-tribes driving this brand
The common mistake marketers make is assuming this is just a typical audience, when in reality it behaves more like a guild of craft-obsessed hospitality insiders who use creator content as continuing education, not entertainment. Their world is shaped by institutions and trade signals like Flair Bartenders’ Association, Campari Academy US, New York Bartender Week, Bartender Atlas, Drinks International, and The World’s 50 Best Bars, then sharpened by precision-minded brands and creators like House of Angostura, Cocktail Kingdom, Death & Co, Iain McPherson, and The Educated Barfly. What most people miss is that Felipe’s appeal is not simply "healthy cocktails" for casual wellness seekers - it is high-skill mixology culture translated for an urban, affluent, largely female audience that values gastronomy, plant-based cooking, sustainability, and taste leadership in the same breath.
Showing 10 of 279 affinities - unlock the full breakdown
Non-obvious, high-leverage moves for this audience
Build a recurring 'Better Bars Lab' content and sampling franchise with Campari Academy US, House of Angostura, Cocktail Kingdom, and Tossware, distributed through Instagram Reels, Bartender Atlas, and Drink the Knowledge rather than generic wellness media.
This audience trusts bartender education ecosystems and bar-tool culture more than lifestyle wellness channels, so health-minded cocktail ideas land best when framed as professional craft advancement instead of clean-living content.
Activate an insider hospitality circuit with guest appearances or recipe drops tied to Rayo Cocktail Bar, MOTHER Cocktail Bar, Barra México, and New York Bartender Week, then amplify through Punch, Imbibe, Beautiful Booze, and The World’s 50 Best Bars.
They behave like scene-followers who take cues from elite bar institutions, festival culture, and trade-adjacent editorial voices, making prestige hospitality validation a stronger growth lever than broad consumer influencer collaborations.
Activation ideas, media, and partnerships backed by real data.
Find partnership opportunities, media placements, and influencer alignments that actually match your audience.
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Understand your audience's identity - what brands they trust, what content they consume, and what drives their attention.
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