Food52 Launches Drinks-Focused Vertical, Driving More Commerce and Brand Partnerships

Drinks52—which launches this week—houses spirits, wine, beer, nonalcoholic, coffee and tea content

Join TV, media, marketing and tech leaders for Adweek Convergent TV, Mar. 21–22. Virtual and in-person passes available. 50% off through Feb. 6.


Culinary publisher Food52 has launched a new sub-brand this week dedicated to the ritual of making and enjoying all kinds of drinks, capitalizing on the pandemic-induced appetite for at-home tipples.

The vertical, aptly named Drinks52, includes content like cocktail recipes and odes to morning beverage rituals, initially publishing roughly three pieces of content a week from Food52’s full-time content staff of 44 people with support from dozens of freelance contributors. The new brand’s Instagram page has over 5,000 followers so far following yesterday’s 10 a.m.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in