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Social Media Specialist | Fall 2024 - Summer 2025
Brooklyn, NY | Austin, TX
Rambler's Ask
Develop a deeper relationship with customers online and grow their online community via TikTok and Instagram
The Spark
This crisp sparkling mineral water is known for its refreshing “bite” and was first canned out of Austin Beerworks, a local brewery in Austin, TX
The Opportunity
Position Rambler as the sparkling water that thinks and drinks like a beer, highlighting the radically positive, free-spirited, and sober-curious lifestyle of the brand and its cult followers
The Mystery of the Rambler
Rambler is synonymous with past eras of classic rock and roll, outlaw country music, and counterculture.
​Artists like the Rolling Stones, The Allman Brothers, Waylon Jennings, Johnny Cash, and more often explored themes of the "Ramblin' man" in their lyrics, referencing lives of wandering, personal freedom, and the struggles or emotional experiences tied to that lifestyle.
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The spirit of the Rambler embodies rugged freedom, rebellion, and embraces the open road of life. ​A Rambler is constantly on the move, rejects societal norms, and lives a life of personal liberation and exploration. ​
Rambler's Origin Story
Rambler Sparkling Water fully embodies the Rambler lifestyle and brings the same spirit to the world of CPG. In true Rambler fashion, the company's origin story goes against category norms.
This local Austin, TX favorite started out of a deep connection to limestone swimming holes with a vision to support wildlife conservation efforts. It directly contests sparkling water conglomerates and has become the preferred, locally sourced water that shows up on tap at local honky-tonks, in the fridge at the barbecue spot, buried in coolers at the cookout, and on-stage at music festivals.
Rambler was first canned out of the back of Austin Beerworks brewery and is known for its crisp mineral blend and perfect carbonation that gives it a refreshing “bite.”​​
The sober-curious movement
Rambler exists in a time where a growing number of young adults are choosing to abstain from alcohol, driven by taste, health, and lifestyle considerations.
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Millennials are becoming more health oriented and are exploring their relationship with mindfulness and wellness. They're looking for alternatives to the craft beer, cocktail, party culture they grew up in.
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GenZers are the fastest growing sober curious group in the US and are openly discussing mental health, wellness, and boundary-setting with alcohol. As a generation, Gen Z is spending $20 Billion less on alcohol, marking a huge shift (Statista).
Rambler is uniquely positioned to live as a sober option in the beer space
By positioning Rambler as the sparkling water that thinks and drinks like a beer, we can showcase the radically positive, free-spirited, and sober-curious lifestyle of the brand and its cult followers. We live where beer lives and we do this by...
Activating at Live Events
Forming Social Media Partnerships
Jacob Winokur​​​
@j.cubw
Freestyle Cliff Jumper
147k followers
Leo Romero
@leoromero
Pro Skateboarder
141k followers
Brett Silva
@brettsilva
Pro Biker
62k followers
Die Spitz
@diespitz
Musician/Band
48.7k followers
Ramblin' on the Road: Riki's Ride 2025
![[Master] Riki's Ride_Master Content Doc_](https://static.wixstatic.com/media/d5f214_882588cd33194c67bb8871ffb2e32caa~mv2.jpg/v1/fill/w_421,h_239,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BMaster%5D%20Riki's%20Ride_Master%20Content%20Doc_.jpg)
Riki’s Ride 2025 is an ongoing partnership between Rambler Sparkling Water and Riki Rachtman, former host of MTV’s Headbanger’s Ball.
Riki will be Ramblin' across America on his Harley Davidson starting on June 7th, 2025 ‘til whenever! He’ll ride from Mooresville, NC to Austin, TX to Glacier View, AK and back with many adventures and stops in between.
He’ll ride the Tail of the Dragon, visit iconic Muscle Shoals recording studios, play chicken sh*t bingo, attempt an iron butt (riding 1,000 miles in 24 hours), launch a junk car off of an Alaskan cliffside, and more.
With Riki out there on the road experiencing local cultures, talking to interesting people, and telling Americana stories, we are building brand love for Rambler Sparkling Water while also raising awareness for Texas Parks and Wildlife, American Rivers, suicide prevention, and care-free l-i-v-i-n.
Developing a voice and audience on TikTok
