With a deep-rooted passion for hospitality and a sharp eye for storytelling, Jane Ryan has become a leading voice for the drinks industry on TikTok.
Blending industry insight with creative flair, Jane effortlessly translates the complexity and culture of the drinks world into compelling content, and in conversation with Bars and Clubs she shares practical insights that bars and venues can use to elevate their own storytelling.
In our conversation, Jane emphasises the value of engaging, educational content, and much of this comes from her unique perspective of the evolving drinks industry.
Like many people, Jane’s career began at the age of 18 in her local bar – the Manly League’s Club.
“There were lots of beer taps, two wine taps that dispensed $2.50 glasses of super sweet Mosel and Riesling, very questionable cocktails that involved lots of cream, and one of those emu systems that dispensed 25ml nips of booze at the click of a button. However, like most of us, this job taught me everything I ever needed to know about hospitality – which is all in reading people, and ensuring whatever they’ve come out for, they’re getting it,” she told Bars and Clubs.
Becoming a content powerhouse
From crafting cocktails to penning stories, Jane moved to London aged 19 where she continued to work into hospitality, and fell into her career as a drinks journalist, first at Difford’s Guide and later London Cocktail Week.
Moving back to Australia aged 27, Jane took her a career in a new direction when she helped to launch Difford’s Guide in Australia and began crafting TikTok content. While she misses writing greatly, she has certainly found a knack telling cocktail stories in short-form video, and is now the Content Director at Liquid Ideas, and a freelance creator for Mr Black Coffee Liqueur and Red Mill Rum.
Explaining how she began translating her stories to a new medium, Jane says: “Most drinks have fabulous back-stories and are easy to tell while you mix one up.
“Drinks industry content tends to base itself around serves – teaching consumers how to enjoy the products we make – while also entertaining them. Telling a story while making a drink is crucial because there’s something to look at and something to listen to and since our attention spans are so short, we have no problem double screening.
“I create content that is brand storytelling, cocktail serves, drink hacks, and a little dash of humour because after all the three pillars are inspire, educate and entertain,” she explains.
Jane is right in saying that the drinks industry is as much about storytelling as it is the drinks, and at the right time and place her cocktail recipes attracted hundreds of thousands of followers and millions of likes of TikTok. Now, her storytelling style evolves as quickly as the trends do.
“Presenting well on camera – I often tried to dress in a colour that matched the cocktail or theme which is gimmicky but attracted engagement – and having good natural light helped me a lot. And of course, the big one, storytelling, not just saying ingredients. People are going to love a video that theorises which model ordered the first ever Espresso Martini rather than one that lists out coffee, coffee liqueur and vodka. Yawn fest.”
What makes content connect?
Any education platform is important to the future of the drinks industry, and in particular, Jane says TikTok and Instagram have the potential for mass reach and a place to create community.
“If we can continue to create content that shows the time and skillset that goes into beautiful spirits and liqueurs and the drinks bartenders make with them then we can help consumers place value on our work. In that way we survive.
“For brands and venues it’s a direct line to the consumer and that cannot be undervalued. You have a chance to talk to your people, find those who would want to visit your bar and drink your spirit and it’s easier than ever before to be niche and still find a community. It is crowded and content can be exhausting but if you engage and think about what people would want from you rather than just try and sell to them you will create something of value,” she explains.
“Set realistic goals on content production, be inspired by what others are doing – these platforms are a community so it’s okay to engage with peers and rival brands – and try to be authentic to what your brand does.
“Mr Black never ever needs to post a dancing video because that doesn’t do anything to serve the community who would be interested in the brand. But it can make jokes about Espresso Martinis being like catnip to people in their 30s, or share tips on how to make the best one at home when you don’t have a cocktail shaker. Bars are the same, let your personalities shine, create a sense of team and show off what you do best – drinks and community,” she continued.
Sharing her own ambitions to make an impact in the drinks industry through creative content, Jane says: “I want to bring some big ideas to life, create content that reaches mass awareness and work on experiential events that translate drinks to consumers. Mostly I want to have the room and freedom to have fun with ideas and dream really large even if clients and budgets bring me back to reality. The planning stage is often the best bit.”
