*By Madison Alworth* Vinepair wants to be the premier source for all things booze, and since the website's founding in 2014, it has advised millennials on what and where to drink, as well as how to mix the latest concoctions. "Eater already existed for the food world. So we figured why not create Vinepair for the drinks world," said Adam Teeter, co-founder and CEO of Vinepair. "Millennials are looking for content that is informative and teaches them something," Teeter said in an interview Monday with Cheddar. Vinepair includes editorial articles and sponsored content and sells merchandise online. But in Teeter's view, all content is created equal, even the sponsored pieces. "We see some sponsored content perform as well, if not better, than some of our editorial content," he said. "It gets the same treatment, it goes to our homepage. It gets tested on social, just like all of our other content." He may have a point: according to [a recent study](https://www.forbes.com/sites/andrewarnold/2018/01/21/millennials-hate-ads-but-58-of-them-wouldnt-mind-if-its-from-their-favorite-digital-stars/#2b5e536259ca) by the McCarthy Group, a brand strategy firm, 84 percent of millennials don't like traditional marketingーand many don't trust it. The strategy may be working. Vinepair, with an audience of 24 million, says it's on track to generate $1.5 million in ad revenue this year. In Teeter's mind, it's all about the data. "We are hyper-focused on data. I think that's also why we've grown so quickly. In that regard, we're focused on making sure the sponsored content performs well too, but it's not getting a ton more exposure than any of our normal content would get." As for the ["drink of the summer"](https://www.newsday.com/business/how-the-aperol-spritz-became-summer-s-1-cocktail-1.20140467), Teeter thinks one liqueur in particular can claim victory. "You could say Campari has had a huge success with pushing the Aperol Spritz." For more on this story, [click here](https://cheddar.com/videos/vinepair-the-media-company-for-people-who-feel-drinking-is-culture).

Share:
More In Business
Report: Big 3 to Pay Striking Workers
The big three car companies for GM and Stellantis have agreed to pay striking workers as they spend time on the picket line, according to The Wall Street Journal.
Stretching Your Dollar: How OneMain Financial is Teaching Kids About Credit
Learning about money is a skill that should be learned at an early age. OneMain Financial is now offering a financial course called 'Credit Worthy' across several high schools across the country, along with some scholarships. Doug Shulman, CEO of OneMain Financial, joined Cheddar News to discuss the importance of learning and understanding credit. "Over half of high school students graduate without knowing the basics about credit," Schulman said. "It really helps establish a great foundation to being an independent adult, to have a healthy and happy life, and some financial security is part of that."
Load More