Influencer Marketing In 2026: What Actually Drives Sales For Food & Drink Brands?

Most food & drink brands don't have an influencer marketing strategy.They have a gifting list. Free product gets sent out. A few stories get posted. Everyone feels busy.But sales? Not so much.In Episode 23 of Fuelling Foodies: The Food Marketing Podcast, we unpack what influencer marketing actually looks like in 2026, and why so many brands are still getting it wrong.Because influencer marketing isn't dead. But blindly sending product and hoping for results definitely is.From choosing the right creators and understanding the difference between UGC and influencer content, to tracking performance properly and turning visibility into revenue, this episode breaks down the practical reality of influencer marketing for modern food & drink brands.Plus, the team debates whether influencer campaigns should be judged on direct sales, why micro-creators continue to outperform expectations, and why different generations buy in completely different ways.Here’s what we cover:Why influencer marketing still works in 2026The biggest mistakes food & drink brands makeHow to choose the right creators for your brandMicro vs macro influencersWhy UGC and influencer content aren't the same thingHow to track influencer performance properlyHow to brief influencers effectivelyBuilding long-term creator relationshipsHow to repurpose influencer content into paid adsWhether you're spending £100 or £10,000 on influencer activity, this episode will help you approach it with far more clarity, confidence, and commercial focus.Because the goal isn't more influencers.It's better marketing.LINKS & RESOURCES:Download our free guide: The Email Playbook - How one food & drink brand made £56.7K in email sales (with no extra ad spend!)Ready to level up? Join the Food Marketing Club for more email strategies and support.Need help with marketing? Book a Strategy Call with KateSubscribe, share, and leave us a review if this episode made you rethink your strategy and tag us @kwmarketinguk to join the conversation.