Texas retail, June 15 – 30. World Cup in Dallas & Houston the same month. 90 posts in 30 days, produced in batch waves, gated to an editorial bar, approved once a week.
Three posts a day to IG (mirrored to FB), planned a month out, rendered a week ahead. Robb's total involvement: one ~20-minute approval session per week.
Hero · Story · Flex — 90 posts across June 15 – July 14.
Each week rendered, gated & approved before it starts. W1 lands June 13.
Bottle fidelity → Brand congruence → Scroll-Stop. Fail any = never reaches the feed.
Weekly package: frames + captions + music + 3-wide grid preview. One yes.
Every post must do at least one: Belong (look like the tequila Texans already drink) · Thirst (make someone thirsty) · Locate (say where to buy it). Does none? It dies.
Same model, same bottle, same scene. Left: standard AI render. Right: the realism stack now locked into every render — 35mm film language, two named light sources, prompted imperfections, film grain as the final pass.
The grid reads as one family. Every asset — AI, real capture, graphic — grades into one world.
No brown — ever. No color washes. Warmth only where a real light source motivates it (tungsten, TV glow). Gold appears as a very minor accent at most; text on assets is white/cream, never gold.
Anton ALL-CAPS for on-image social text (locked) · Instrument Serif editorial accents · Inter utility. Logo = the real Icon-Large lockup, always composited, never AI-rendered. Bottle always from canonical reference sets.
Motifs that repeat: candlelit-amber key light · mesquite + copper surfaces · one caption-card system · one closing-slide format · the agave-star mark.
Real launch capture polished into the kit (Relight → Upscale → grain). AI fills environment-only scenes. Hard rule: no AI humans drinking or holding drinks, ever.
Vivid serve shots + Cinema Studio pour loops. Rocks glass, Tajín rim, pale-gold pour, named real cocktails. Prime boost material — hits the editorial bar hardest.
Scene-led: the idea lives inside the photograph; the Anton type layer is composited after. Flat type-on-gradient posters are dead. Carries the Fútbol Summer series.
Real Jalisco photography first (533+ frame library; AI never renders people on the farm). Bottle-as-design-object from the locked family anchors.
Santos Dioses has an official bartender working a Dallas restaurant. This is our own talent on our own channel: a recurring video franchise, not paid partnership content. It gives the feed the one thing pure-AI content cannot, a real, recognizable Texan pouring real Santos Dioses in a real bar.
Our hard rule bans AI humans holding drinks. The bartender is the clean way to show real hands, real pours, real serves. A familiar face builds the trust and continuity a rotating AI grid cannot.
Signature-serve builds (the 12 in-house cocktails) · "ask your bartender" 20-second education · the neat-pour ritual · match-day watch-party serves · one-question Q&A cutdowns.
Batch-shoot 6 to 8 videos in one restaurant session, cut into weekly drops. Lands in Slot 2 (Story / video) of the 3-a-day system, about one bartender video a week.
[Official bartender, name] at [Dallas restaurant]. Of legal drinking age, real talent on our own channel, so this runs under standard per-post approval and Visual QA, no paid-partnership disclosure required. First batch shoot to be scheduled at his venue; recipe list pulls from the 12 in-house signature serves.
Match-day scenes and watch-party carousels on verified fixture dates. Never FIFA marks, never "World Cup," never crests. USA + Mexico colors together — never Mexico alone.
No — not today. June 11 is the tournament opener, but it's in Mexico City (Mexico v South Africa). The first Texas matches are Saturday, June 14 — Dallas and Houston both host.
| Date | Match | Round | Our post |
|---|---|---|---|
| Sat Jun 14 | Netherlands v Japan · 3pm CT | Group | MATCH DAY: DALLAS (first one) |
| Wed Jun 17 | England v Croatia | Group | MATCH DAY |
| Mon Jun 22 | Argentina v Austria | Group | MATCH DAY |
| Thu Jun 25 | Japan v playoff winner · 6pm CT | Group | MATCH DAY |
| Sat Jun 27 | Jordan v Argentina · 9pm CT | Group | MATCH DAY (the big one) |
| Jul 1–6 | Round of 32 (×2) + Round of 16 | Knockout | per bracket |
| Tue Jul 14 | SEMIFINAL | Semi | Semifinal-day hero (plan finale) |
| Date | Match | Round | Our post |
|---|---|---|---|
| Sun Jun 14 | Germany v Curaçao · 12pm CT | Group | MATCH DAY: HOUSTON |
| Wed Jun 17 | Portugal v DR Congo | Group | MATCH DAY |
| Sat Jun 20 | Netherlands v Sweden | Group | MATCH DAY |
| Tue Jun 23 | Portugal v Uzbekistan | Group | MATCH DAY |
| Fri Jun 26 | Cape Verde v Saudi Arabia · 8pm CT | Group | MATCH DAY |
| late Jun / Jul | 2 knockout matches | Knockout | per bracket |
Schedule verified Jun 10–11 against dallasfwc26.com, fwc26houston.com, FIFA & FOX Sports. Times CT; knockout opponents fill in as the bracket sets. We never name the tournament or use its marks in posts — this table is internal planning only.
Every slot is specced — pillar, concept, job. World Cup content is ~15 of 90 posts; the rest is cocktails, origin, lifestyle, availability and a July 4th moment. Full slot-by-slot detail lives in CONTENT-PLAN-30DAY.md.
| Wave | Week | Arc | Highlights | Rendered by |
|---|---|---|---|---|
| W1 | Jun 15–21 | Arrive loud | Both paid heroes live Jun 15 · first real shelf shots · MATCH DAY Jun 17 + 20 · Paloma carousel | Jun 13 |
| W2 | Jun 22–28 | Embed | MATCH DAY Jun 22 / 25 / 27 (Argentina twice) · watch-party recipe carousel · where-to-find v2 | Jun 19 |
| W3 | Jun 29–Jul 5 | Own the summer | July 4th hero + Independence Paloma · month-one marker · knockout match days | Jun 26 |
| W4 | Jul 6–14 | Deep Texas | Bar-cart carousel · ranch sunset hero · SEMIFINAL DAY: DALLAS finale | Jul 3 |
Slot 1 = HERO (scroll-stopper) · Slot 2 = STORY (carousel/video) · Slot 3 = FLEX (real capture, match day, where-to-buy). Jobs: Belong · Thirst · Locate. Real launch capture swaps into FLEX slots as it arrives.
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 15 | PAID HERO IMAGE "Now in Texas" — bottle-as-design-object [B/L] | Origin carousel: Highlands agave → Tequila bottling → Texas shelf [B] | Scene-led "TEXAS, MEET SANTOS DIOSES" [B/L] |
| Tue 16 | Paloma serve scene — Tajín rim, grapefruit [T] | PAID HERO VIDEO loop + Huapango [B/L] | Real shelf shot #1 (Total Wine / Spec's) [L] |
| Wed 17 | MATCH DAY scene — Dallas ENG–CRO + Houston [B] | Cocktail recipe carousel: the Paloma [T] | Where-to-find mini: 3 store callouts [L] |
| Thu 18 | Reposado neat scene — rocks, bar wood [T] | Video loop: slow pour over ice, 6s [T] | Real launch-account pour [B/L] |
| Fri 19 | Ranch Water scene — Topo, lime, porch light [T] | Origin carousel #2: the jimador's field (real Jalisco) [B] | Scene-led "WEEKEND'S CALLING" [T] |
| Sat 20 | Cantarito-style serve, citrus stack [T] | Video loop: agave field drift (real footage) [B] | MATCH DAY: HOUSTON (NED–SWE) [B] |
| Sun 21 | Bottle-as-object, morning light [B] | Where-to-find carousel v1: shelf + bar + map [L] | Real capture: weekend moment [B] |
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 22 | MATCH DAY: DALLAS (ARG–AUT) scene [B] | Cocktail carousel: Ranch Water, the Texas serve [T] | Scene-led "NOW POURING IN TEXAS" + stores [L] |
| Tue 23 | Backbar hero — bottle among the top shelf [B/L] | Video loop: Tajín rim build, hands-free [T] | MATCH DAY: HOUSTON (POR–UZB) [B] |
| Wed 24 | Patio table after the party — env scene [B] | Origin carousel: barrel room, reposado rest [B] | Real account feature #2 [L] |
| Thu 25 | MATCH DAY: DALLAS (JPN–playoff) watch-party [B] | Video loop: grapefruit squeeze slow-mo [T] | Scene-led "FÚTBOL & TEQUILA, TEXAS STYLE" [B/T] |
| Fri 26 | Paloma pitcher scene — group serve, no people [T] | Cocktail carousel: batch Palomas for the watch party [T] | MATCH DAY: HOUSTON (CPV–KSA) [B] |
| Sat 27 | MATCH DAY: DALLAS (JOR–ARG) — the big one [B] | Video loop: bottle hero rotation, 8s [B] | Real capture: Saturday night out [B] |
| Sun 28 | Sunday-slow scene: neat pour, brunch light [T] | Where-to-find carousel v2 (expanded) [L] | Scene-led "SUNDAY SERVED SLOW" [T] |
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 29 | Knockout-round scene (city per bracket) [B] | Origin carousel: Hecho en México, made for Texas [B] | Real shelf/account capture [L] |
| Tue 30 | Pool-evening serve scene [T] | Video loop: condensation macro on rocks glass [T] | Scene-led month-close "ONE MONTH IN TEXAS" [B] |
| Wed 1 | Backyard table scene — summer dusk [T] | Cocktail carousel: summer spritz-style serve [T] | Knockout MATCH DAY (per bracket) [B] |
| Thu 2 | Bottle + ice bucket, party prep [T] | Video loop: cooler pack-out for the lake [B] | Real capture flex [B] |
| Fri 3 | JULY 4TH EVE hero — red-white-blue table [B/T] | July 4th cocktail carousel: the Independence Paloma [T] | Scene-led "LONG WEEKEND LOADED" [T] |
| Sat 4 | JULY 4TH hero — porch, bunting, rocks pour [B/T] | Video loop: golden-hour porch pour [T] | Real capture: the 4th in Texas [B] |
| Sun 5 | Recovery-brunch serve scene [T] | Origin carousel: estate story, 1,650+ acres [B] | Where-to-find mini refresh [L] |
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 6 | Hill Country porch scene [B] | Cocktail carousel: neat + Tajín, the purist serve [T] | Real account feature [L] |
| Tue 7 | Backbar hero v2 — Dallas skyline through window [B] | Video loop: label macro from REAL photography [B] | Scene-led "ASK FOR IT BY NAME" [L] |
| Wed 8 | Quarterfinal-window match scene (per bracket) [B] | Origin carousel: from piña to pour [B] | Real capture flex [B] |
| Thu 9 | Date-night scene: two glasses, low light [T] | Video loop: two-glass clink, 5s [T] | Where-to-find: bars edition [L] |
| Fri 10 | Weekend-load-in: bottle + limes + Topo [T] | Cocktail carousel: build-your-bar-cart cards [T] | Scene-led "FRIDAY IN TEXAS" [T] |
| Sat 11 | Ranch sunset hero — silhouette against gold [B] | Video loop: field drift v2 (real footage) [B] | Real capture: Saturday [B] |
| Sun 12 | Slow-Sunday serve [T] | Origin carousel: the ceramic bottle as craft object [B] | Scene-led "MADE TO BE OPENED" [T] |
| Mon 13 | Semifinal-eve scene: Dallas gets the world [B] | Cocktail carousel: watch-party batch build [T] | Where-to-find refresh [L] |
| Tue 14 | SEMIFINAL DAY: DALLAS hero — the biggest match Texas hosts [B] | Video loop: stadium-city energy + type [B] | Real capture: semifinal night [B] |
Two "Now in Texas" heroes (1 image + 1 video w/ the owned Huapango track), statewide 21+, interest-stacked: premium tequila, Total Wine, Spec's, cocktails. Live June 15.
Sniper reserve. Any post top-decile at 48h gets flagged with a one-line boost rec. Nothing boosts without Robb's yes.
Always-on spend after June. The 48-hour check runs daily; organic carries the feed.
The plan above is owned content plus a small boost budget. This is the next layer: co-attached brand-plus-creator ads that borrow a trusted Texan's audience. Every partner below is Texas-rooted. The rule that shapes everything: paid alcohol ads are banned on TikTok in the US, so every dollar of partnership spend runs through Meta (IG + FB). TikTok and IG creator collabs stay organic only.
The creator posts to their own feed; we co-attach it as a Partnership Ad and boost to a 25+, Texas, premium-spirits audience. No reach penalty vs native. Every ad age-gated, every creator of legal drinking age, FTC #ad disclosure required.
DISCUS rule: 73.8%+ of the audience must be of legal drinking age, so we target 25+ to stay clear. No over-consumption, no minors, no health or driving claims. Meta only for paid amplification.
Micro-creator flat fees run about $150 to $400 a post; add roughly $100 to $150 boost each. A 2 to 3 creator Austin pilot lands under about $750 all-in before we scale to Houston and Dallas.
| Lane | Named targets | Why | Priority |
|---|---|---|---|
| Bartenders / creators | Conor Hall (Austin) · Elijah Ivory (Austin) · Sarah Rahl (Commodore Perry Estate, Austin) · Robert Bjorn Taylor (Austin) | Highest-trust lane for tequila. Hall & Ivory are 2026 World Class US Top-100 bartenders; Rahl brings a luxury-hotel bar halo. Cheapest, most on-brand, compliance-clean. | START HERE |
| Venues / accounts | Dos Amigos Sports Bar (Odessa · @dosamigosodtx) | Our co-owner owns it. Free, authentic El Tri / World Cup co-promo we already control. Add 2 to 3 premium Austin / Dallas / Houston bars once scanned. | ACTIVATE NOW · $0 |
| Institutional / sports | Texas Tech (owned) · Houston Dynamo (open lane) | TTU decks already built. Dynamo has no tequila sponsor yet. Chase the open lane, not the locked ones. | KEEP DRIVING |
| Texas lifestyle co-brand | Tecovas (Austin boots) · YETI (Austin) · Topo Chico / Ranch Water culture | Big brand halo, "Texas gentleman" overlap. Tecovas actively collabs (did one with YETI). Slower to close. | MEDIUM |
| Events | World Cup 2026, USA + Mexico matches only, via Dos Amigos | Time-boxed, high energy, on our locked El Tri rule. | HIGH · time-boxed |
Austin FC, taken by Pantalones Tequila (McConaughey-backed, locked for World Cup 2026). Houston Rodeo, taken by Casamigos (2026 Cantina partner). Chasing either is wasted budget. This is exactly why Houston Dynamo is the sports lane to pursue.
Open item before outreach: verify every creator's live IG handle, follower count and alcohol-friendly history via ScrapeCreators, and add Houston + Dallas names to balance the Austin skew. Then this becomes a ranked outreach sheet.