The alcohol arm of New Zealand’s largest grocery retailer boasts more than 300 deals every seven days.

To keep each week’s Facebook carousel and both subscriber emails fresh, I’d come up with a unique theme based on national events or the time of year.

Each theme was broad enough to engage the whole country, and local enough to resonate with everyone.

I also upheld liquor advertising laws, avoided any breach of naming or sponsorship rights – and met Facebook’s character count.