Gratsi, creator engine

Ten creators, one Gratsi box on every table

A first roster for Gratsi: home cooks and hosts who pour from the box, film it plainly and stay inside a short claims sheet.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Sunday sauce, red box on the counter

Illustrative: a creator films the first pour of Gratsi Red next to a pot of pasta and says one line from the claims sheet.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Two creators a week, up to 10	Creators live by week: 0, 2, 4, 6, 8, 10. Six weeks to a full roster. Proposed.
Who	Hosts who cook, pour and share a table	Pasta nights, picnics, sampler unboxings. Fits the Red, White and Rosé boxes and the Sparkling pair.
Production	7 videos per creator per week	That is 303 creator videos a month at 10 creators, each testing one variable.
Pay	$300 to $800 base, $600 to $1,500 cap	Starter, Standard and Premium bands. Proposed. Ceiling for all 10 at the top cap: $15,000, bonuses excluded.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Cap bonus: $300, $500, $700 by band.
Compliance	A claims sheet of Gratsi's own lines	Creators quote the site's wording, such as "Sugar free, all natural.", and send drafts before posting.
Category rule	Legal drinking age only, no health claims	A video that breaks the rule earns no $50 bonus, however far it travels.
Goal	$1 per 1,000 views	Proposed target. The first simulation gives $5.74, so the gap is the work.
Report	Every Monday	Cost per 1,000 views against the $1 target, the hook ranking, and which losers were cut.
Decision	Approve the first two creators	Two creators go live in the first week. The other eight follow, two a week, only if the first read holds.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

Track record

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I built the creator program to 100M monthly social impressions, with the paid ad engine alongside it. Gratsi is the same playbook in boxed wine: creators film, winners get paid spend, losers are cut early. I have not run this category, so the category rules come before the first brief.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

23126
Reviews shown on the site
Gratsi already shows 23126 reviews. Creators start with proof on the shelf, so the first videos can send viewers to products that people have rated.
Published
1517
Reviews on the Sampler Kit
The Wine Sampler Kit: Half Bottles + Glasses carries 1517 reviews. It is the easiest box to unbox on camera and the cheapest way in for a first-timer.
Published
10%
Commission already on offer
Gratsi has an Affiliate Program page with 10% Commission. The creator roster can send traffic through the same links instead of a new system.
Published
30
Day click referral window
The affiliate page promises a 30 Day Click Referral. A slow-dinner video that sells a week later still gets credited.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views. Proposed target: $1. The first simulation lands at $5.74, so every test is about closing that gap, not collecting views.
One variable per test
Same pour, same box, a different first line. Seven videos per creator each week gives 303 videos a month at 10 creators, enough to read a hook fast.
Losers killed early
A hook that trails after its first read is cut and not reshot. Winners from Day-one pour or Sparkling toast go into the hook library for the next brief.
Pay for work, bonus for reach
Base pay from $300 to $800, caps from $600 to $1,500. A flat $50 only when a video passes 100,000 views. The ceiling stays at $15,000, bonuses excluded.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MartaMon 8:30 AM
Brief for this week: one hook, "Stays fresh for up to 30 days after your first pour." Film the Red, White or Rosé box on the counter. One variable only: your opening line.
JoaoTue 11:15 AM
Can I call it the best boxed wine in my caption?
Yes, only as written on the sheet: "USA Today Readers’ Choice Awards VOTED #1 2026 Best Boxed Wine". No other ranking, and nothing about health.
Report botAppMon 9:00 AM
Weekly report posted: cost per 1,000 views against the $1 target, hook ranking by format, and the hooks cut this week. Read it before you plan the next shoot.
MartaWed 2:40 PM
Draft sent back. The caption says the wine is good for you. Our line is "Sugar free, all natural." Swap the caption and reshoot the first seconds with the pour.
Report botAppThu 6:05 PM
Priya's Sparkling toast video passed 100,000 views, organic only. A flat $50 bonus is logged for the month. Hook added to the library.
Claims botAppFri 10:20 AM
Claims check passed on the Sampler unboxing: sheet wording only, no health words, legal drinking age line in the caption, paid-partnership tag on.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
Day-one pour
“Stays fresh for up to 30 days after your first pour.”
Open the white box, pour at an outdoor table with pasta and olive oil. One take, natural light, the pour in the first seconds.
Brief 02
Sampler unboxing
“For first-timers and loyalists alike.”
Unbox the Wine Sampler Kit on camera: six half bottles, two glasses and the tasting guide. Taste one on screen, say what you notice.
Brief 03
Sparkling toast
“Made in France with zero sugar.”
Two glasses, the Sparkling Rosé and the Sparkling White side by side. Pop, pour, clink. Keep it under one breath, no voiceover.
Brief 04
Dinner table
“Nothing unnecessary, the way wine is meant to be.”
Film the table being set: candles, cheese, olives, pizza, then the pour. The Gratsi bottle stays in frame until the first toast.
Brief 05
Rosé on the water
“A premium, zero sugar boxed rosé wine blend from France.”
Waterfront lunch with melon, peaches and prosciutto. Show the Rosé box, pour a glass, read the line to camera once.

Every product line in a video comes off the claims sheet word for word, for example “Sugar free, all natural.”, “Stays fresh for up to 30 days after your first pour.”, “Gratsi wines have zero sugar, are vegan and gluten free.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

The Affiliate Program page
The site has an Affiliate Program page with 10% Commission and a 30 Day Click Referral. Start with people already sharing Gratsi links, then widen.
Customers who already refer
The referral offer pays $10 per referral. Ask the customers who use it and also film their dinners; they already talk about Gratsi.
Restaurant and bar drinkers
Gratsi pays $5 back on a first glass at a bar or restaurant. People who upload that receipt are already posting a glass of Gratsi.
Recipe and slow-dinner creators
The Slow Dinner Club Book and the Recipes & More section point to cooks. Creators who share regional recipes fit Gratsi better than wine reviewers.

Five filters, fewer each step

1Legal drinking age
The creator and most of the audience are of legal drinking age, checked in the platform analytics.
2Table-first feed
Their feed shows food, hosting and a shared table, not party content.
3Hook before edit
Two past videos where the first line carries the video and not the editing.
4Claims discipline
Agrees to film from the claims sheet and send a draft before anything goes live.
5Own pour, own light
Shoots the pour, the glass and the box on a phone in natural light.

Part 7 of 15

Who we want

Pasta-night cook
Films sauce night with the red on the counter. The red is described as pairing with pasta and meat dishes.
Likely product: Red Wine
Waterfront host
Sets lunch by the water with fruit and cured meat, and pours the rosé with the whole table in frame.
Likely product: Gratsi Rosé Wine
First-timer taster
Opens the sampler for the first time and tells viewers what each half bottle tastes like.
Likely product: Wine Sampler Kit: Half Bottles + Glasses
Brunch with bubbles
Pours zero sugar sparkling with citrus and almond notes at a weekend table, no occasion needed.
Likely product: Sparkling White Wine
Recipe-book cook
Cooks from the book on camera and lets the box sit beside the pot.
Likely product: Slow Dinner Club Book
Tabletop stylist
Builds a table and explains the glass: a casual Italian restaurant, a quick pour before dinner.
Likely product: Bàcaro Wine Glasses

Left off, every time

Always left out: anyone under the legal drinking age, creators whose audience is mostly under it, anyone who ties wine to health, weight, driving or mood, and accounts that shame people for not drinking or push heavy pouring.

Part 8 of 15

First twenty

Home cooks who film weeknight pasta
Hosts who set long tables outdoors
Couples who film dinner at home
Picnic and waterfront-lunch creators
Sparkling-wine brunch hosts
First-time wine buyers who explain what they learn
Recipe-book collectors and cookbook reviewers
Italian-food creators who cook regional dishes
Tabletop and glassware stylers
Wedding planners and DIY-wedding creators
Small-space apartment hosts
Boat and lake-day entertainers
Cheese-board and charcuterie creators
Home creators who talk about packaging and waste
Subscription-box reviewers
Gift-guide creators who build lists by occasion
Slow-living and slow-cooking creators
Home mixologists who make spritzes
Dinner-party hosts who film the setup
Seafood and sauce-night cooks

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Sugar free, all natural.”
Any format; the safest opening line for Day-one pour and Dinner table.
“Stays fresh for up to 30 days after your first pour.”
Day-one pour, and any video that shows the box opened.
“Gratsi wines have zero sugar, are vegan and gluten free.”
Sampler unboxing and captions; say it as one sentence.
“One 3-liter box holds four bottles’ worth of wine.”
Any shoot that shows the size of the box next to a glass.
“Made in France with zero sugar.”
Sparkling toast, for the Sparkling Rosé and Sparkling White.
“USA Today Readers’ Choice Awards VOTED #1 2026 Best Boxed Wine”
Captions or end cards, quoted whole and never shortened.
“Save up to 32% when you bundle Gratsi Red, Gratsi White and Gratsi Rosé.”
The call to action at the end of a Dinner table or Rosé video.

Never said

Each one with the reason it stays out.

Never say it helps you lose weight
A health outcome the site does not state.
Never say it helps you live longer
A longevity promise; the site only has an article about a region, not about the wine.
Never say it helps you sleep
A health outcome the site does not state.
Never say it is the healthiest wine
A comparison with other wines that the site does not back.
Never say it beat other brands in a blind test
A study-style comparison the site does not publish.
Never say it is fine to drive after a glass
A safety promise that no alcohol brand can make.

To confirm with the brand

Held until someone on the brand side signs off.

ALL NATURAL • LOW CARB
The wording is on the site but no carb figure was collected. Confirm before creators repeat it.
Earned top marks from Wine Enthusiast
The line appears only in a cut-off excerpt. Confirm the source and year before it goes on camera.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators with a lower base and cap while we learn which hooks they own.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators whose Starter hooks held and who post seven videos each week.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: the few whose videos keep winning, with the highest base and cap.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month: the first video past 100,000 views earns the flat $50.
The bonus is per video, so one winning clip pays once and a batch of average ones pays nothing.
Organic views only. Views bought with paid spend never count toward the bonus.
No bonus on a video that broke the claims sheet or the category rule, even if it took off.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

Today's inputs give $5.74 per 1,000 views against the $1.00 target. To get there, 4.2% of videos go viral or the median video reaches 21,711 views. Move the sliders and see.

Program facts

Gratsi creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Claims sheet and first two creators
Lock the three sheet lines, the six category rules and the Monday report. Brief the first two creators on Day-one pour only.
Month 1
Two a week up to 10
Creators live by week: 0, 2, 4, 6, 8, 10. Seven videos each per week. One variable per test, and the first losers are cut.
Month 2
Hook library and bands
Winning hooks go into the library. Creators whose hooks hold move up a band. Target stays $1 per 1,000 views.
Month 3
Formats get a ruling
Keep, change or cut each of the five formats on cost per 1,000 views. Best clips are picked for paid spend.
Day 90
Keep, cut or scale
Review the roster against the $1 target. Keep the creators who hold it, release the rest, and decide whether to widen past 10.
Ceiling
$15,000 at the top cap
With all 10 creators at the top cap, bonuses excluded, the monthly cost cannot pass $15,000. Proposed.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Reporting

Every Monday: cost per 1,000 views against the $1 target, hooks ranked by format, creators moved up or down, and the losers cut.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Day-one pour	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Sampler unboxing	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Sparkling toast	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Dinner table	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Rosé on the water	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Organic to paid

From organic to paid

Post organic first
Every video goes live on the creator's own feed, with the paid-partnership tag, and gets its first read there.
Rank by cost
Videos are ranked on cost per 1,000 views against the $1 target. Only clips that clear the claims sheet qualify.
Get the creator's okay
The creator agrees in the workspace before a clip is used as an ad. Pay and the $50 bonus do not change.
Run it as a test
One winning clip, one variable, paid spend kept apart from organic views so the bonus stays clean.

From the video to the checkout

Variety Pack: mix and match Red, White and Rosé, save up to 32%.
Wine Sampler Kit link, From $65/kit, for viewers who have never tried boxed wine.
Free shipping always: say it once in the caption.
Subscribe & Save 10% for viewers who want to re-up.
Creator links so the 30 Day Click Referral credits a sale made a week later.

Part 15 of 15

Category rules

Alcohol: what every creator follows

Gratsi is wine. These six rules sit above the briefs, and a video that breaks one is pulled and earns no $50 bonus.

Legal drinking age only
Everyone on screen, and most of the audience, is of legal drinking age. If the analytics show otherwise, the creator is not in the roster.
Sheet wording, no health claims
Say only the lines on the claims sheet, such as "Sugar free, all natural." Never link wine to health, weight, mood or energy.
No pressure to drink
Show a pour, a toast, a table. Never show chugging, dares or drinking to get through a bad day. Not drinking is fine on camera too.
Never near driving
No video filmed in a car or ending with someone leaving to drive. Never imply a glass is safe before driving.
Disclose every post
The paid-partnership tag and a clear ad label go on every video. Discount lines, such as up to 32% off, are quoted whole and never rounded.
Platform alcohol rules first
Each platform limits alcohol content and ads. The creator reads the rules of the platform they post on. Paid use is checked again before spend.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

Reviews shown on the site

Reviews on the Sampler Kit

Commission already on offer

Day click referral window

One number to protect

One variable per test

Losers killed early

Pay for work, bonus for reach

Day-one pour

Sampler unboxing

Sparkling toast

Dinner table

Rosé on the water

Four sources in

Five filters, fewer each step

Pasta-night cook

Waterfront host

First-timer taster

Brunch with bubbles

Recipe-book cook

Tabletop stylist

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first two creators

Two a week up to 10

Hook library and bands

Formats get a ruling

Keep, cut or scale

$15,000 at the top cap

From organic to paid

From the video to the checkout

Alcohol: what every creator follows

Legal drinking age only

Sheet wording, no health claims

No pressure to drink

Never near driving

Disclose every post

Platform alcohol rules first

Want to see the first briefs?