A great infographic here showing that the best way to create a digestible, pleasing piece of content is to follow a trusted recipe.
That said, there's no reason we can't take a classic and put a twist on it. A preference for shaken, not stirred or putting some mango in your Collins for something a little sweeter (swap the gin for vodka and you're onto a winner)... no palette is the same and although the basics need to be there to create the right balance, it's knowing the person who will be consuming it which will make the format of your content a success.
If someone is particularly partial to a playful margarita, it's not likely that they're going to settle for an old-fashioned in its place, just because it's advertised heavily that day.
Know your audience
Get the basics right
Keep the right people coming back for more
Now this is a metaphor I could really get behind.
In the spirit of mixed metaphors—see what I did there?—here’s an infographic, produced by British marketing agency JBH, that connects alcoholic drinks to marketing concepts. Great cocktails are all about balance: the bitters bringing out the sweetness and warmth of a classic Old Fashioned, the crisp celery against the salt and spice of a Bloody Mary. Great content needs the same balance—and if you stretch out the comparison—often uses the same classic recipes.