Category: Cider

Tis The Season for Fall Branding Upgrades

Cyndi

Summer is over, and it is time to turn a new leaf and usher in all things pumpkin spice.

cans of pumpkin ale made with real pumpkin

By Hanifa Sekandi

Autumn represents a season of renewal and rest. A time when people are ready to slow down after the summer rush of vacations and outdoor sun activities. Many households are a lot quieter with the return to school. So, of course, beverage marketing must pivot. ‘Tis the season for a fall branding upgrade! There are many directions that a brand can go during the fall. There is also more than one opportunity to capture your audience’s attention, unlike summer. Yes, summer beverage marketing is fun, but it does not provide as many opportunities to appeal to different consumers as fall does. Some may disagree because summer fun is full of outdoor adventures, festivals, and barbecues where the drinks flow endlessly. But, beyond the typical summer beverage themes, what else is there?

  As we dive into fall marketing upgrade strategies, it is apparent why fall is a noteworthy contender for beverage sales in October and November. Basically, do not count this time of year out. Do not limit your beverage marketing budget to July, August, and December. Understandably, these months are quite favorable for beverage sales. In beverage marketing, it is important to play the long game, so every month counts. A great example of fall beverage marketing that has taken over fall is the pumpkin-spiced latte.

  When Peter Dukes, a product manager at Starbucks, pitched the idea of a pumpkin-flavored beverage inspired by the essence of autumn and the dessert associated with it, pumpkin pie. He unboxed a fall marketing and cultural phenomenon. Opportunities in marketing always present themselves; it is up to brands to be bold and seize them. Your consumer already shows you what they desire; it is up to you to read their cues and deliver. Great marketing is wrapped in nostalgia. People love comfort and familiarity. The pumpkin-spiced latte reminds people of Granny’s pumpkin pie, topped with whipped cream, a treat enjoyed in the fall and the winter months.  So, let’s upgrade!

Thematic Upgrades

  Sometimes your brand needs a theme. Start brainstorming themes that are synonymous with the fall. Think of every possible symbol or activity that comes to mind when you think of this time of year. Delve deep into your childhood memory bank. What good fall memories do you cherish? How does it make you feel? The goal is to evoke an emotional connection to your fall marketing campaign. It is about creating something familiar, more so than something outrageous or bold, as you did for summer campaigns. The summer is about a lot of noise, more action. The fall is about comfort and slowing down. Is your cider a warm, cozy beverage? What is your beverage best paired with? An apple pie-flavored cider would be a hit beverage. For those who love apple picking, warm apple pie, or warm apple cider, once the leaves develop an orange and golden hue, this would be a go-to beverage. You could create a thematic campaign, “all things apples,” that includes activities and recipes.

  When you craft your campaign around a theme, it allows you to create a story. A story that supports all your marketing verticals. This includes hosting experiential events to support your theme. Maybe you can partner with an orchard for a brand takeover. At this event, you can serve both alcoholic and non-alcoholic ciders. Beverage bands in the RTD non-alcoholic space should absolutely take advantage of this opportunity.  An event that will include fall activities like apple picking, a storefront to purchase apple pie or crumble, and merchandise that complements your theme. Some apple orchards also have a farmers’ market on site, a great way to showcase your beverage by giving samples, and where patrons can purchase it. According to the Apple Association, there are approximately 600 orchards in New York.  This is just one state! An outside-the-box idea, but a timely seasonal campaign.

  This theme can also shift to pumpkin patches and hayrides. A theme that also extends to Halloween. The use of pumpkin is already popular; it will be easy to entice pumpkin-spiced latte enthusiasts. You can target three different consumer groups with an apple-themed marketing campaign, a pumpkin campaign, or a Halloween campaign all at once.

Ambient Upgrades

  Sometimes it is all about a vibe. Think of this strategy the way an interior designer views upgrading a room in someone’s home. Or better yet, your consumer who most likely loves to shop for seasonal fall decor. How can your beverage complement their ambient upgrades, elevate their space, and add to the fall atmosphere they would like to create in their home or at a gathering? Is this a beverage that can be displayed on their table next to a delicious charcuterie board? When people walk into the store, does your beverage send cues to the buyer? Is it autumn?

  Packaging adorned with fall colors or imagery and symbols will metaphorically speak to this consumer. Sometimes, it is an unconscious symbolic cue that draws people to beverages packaged for the season. It is due to familiarity. What matches their fall decor, what would add to the moment, or enhance the experience? If they are going for cozy fall vibes, when they spot a product, even a beverage that is associated with this, it will incline people to purchase it. It is the same feeling that is evoked when people buy an apple or pumpkin-flavored coffee from the grocery store, and cookies they will store in a jar with fall artwork etched on it, purchased from a home decor store.

  Keep in mind, the product still matters. Your beverage should taste good. Quality ingredients are still the star of the show. Hopefully, your fall beverage campaign performs well, and consumers look forward to it every fall like a pumpkin-spiced latte. Imagine being the RTD of the season or the cider that people must buy as soon as September 22nd hits?

  Ambient upgrades allow you to elevate your packaging. It is a great time to be creative and add a little glitz or glamour to your branding.

Everything Upgrade

  As mentioned earlier. Your fall marketing upgrade can be all things fall. Create a storyline for your marketing campaign. Starting with apples and then segwaying to pumpkin, a bit of Halloween, and even Thanksgiving. Dub this the “ultimate beverage fall story,” a chapter of the year where your brand takes people on a fall adventure. Full of all the things that people have come to love about this time of year. From packaging upgrades to social media and out-of-home campaigns, a story that can captivate the senses and invite beverage connoisseurs to join in and add your beverage to their personal fall story.

  A call to action, asking your consumer what they love about the fall, is a great way to get engagement. Share your favourite fall moments with our beverage, a food, or a recipe that pairs well with it. An everything upgrade will keep things exciting and allow you to maintain the momentum you gain in the summer. It is also a great lead-up to winter marketing, a beautiful beverage story for your brand to write. 

Fall & Winter Drink Trends to Pour Over this Season

Cyndi

“Savory baking spices and bold, robust flavors are definitely at the forefront.”

various sizes of glasses containing different fall colors of drinks

By Molly Cerreta Smith

Late last year, the National Restaurant Association (NRA) made its predictions for 2025’s top alcoholic beverage trends. They hit the nail on the head with “90s martinis,” particularly the espresso martini, which gained steam in 2024 and blew up in 2025, and also named hyper-local beer and wine, creative spritzes, flights, and innovative old fashioneds among its What’s Hot list for 2025.

  Early on, the organization also predicted no- and low-alcohol options for cocktails, beers and wine, not as “non-alcoholic” choices but rather when presented with the option of “with or without alcohol.” By about mid-year, the NRA added watermelon flavor to its list of standouts for 2025, noting the introduction of London Liqueur Co.’s new watermelon liqueur, which was a highlight of the National Restaurant Association’s Show 2025 in May.

  Dirty sodas and nostalgic/retro flavors for both soda and cocktails started to make their mark—with big soda brands bringing back classics and adding a variety of experiential flavors to their lineups. But now that fall and winter are on the horizon, what are consumers looking for when it comes to filling up their glass? Tait Ludwick, beverage director of Keeler Hospitality Group based in Arizona, shares some insight.

  “Savory baking spices and bold, robust flavors are definitely at the forefront,” he says, adding, “I also believe Amari will play a leading role this season. Across the country, more bars are leaning into Amaro as a way to create that deep, comforting ‘winter in a glass’ experience.”

  While keeping up with the trends and the seasons is a fun way to keep customers excited and engaged when it comes to the cocktail menu, some tried-and-true flavors are always a hit.

  For example, Ludwick says, “I always return to a few favorites that define my style. Chocolate is at the top of that list—I wish I saw it featured more often on menus. Beyond that, I gravitate toward baking spices, brown sugar, delicate fruits and spice-driven notes.”

  “This season, I’m especially excited to work with teas, particularly Asian varieties,” he says. “Their nutty, roasted qualities bring a unique depth that pairs beautifully with winter cocktails.” Asian flavors are definitely a hot trend for 2025 across the board in food and beverage. Many of the year’s popular cocktails have taken inspiration from boba tea. In addition, offering Asian teas on a beverage menu is an easy way to incorporate the aforementioned “alcoholic or non-alcoholic” option.

  While lychee has been a popular option for decades and continues to be, other Asian flavors with bold and spicy notes add more complexity to fall and winter beverages—including yuzu, ginger and baijiu. Think earthy mushroom martinis, miso-infused margaritas and Japanese highballs. Rather than sweet, these trending flavors give cocktails a savory and spicy kick that aligns well with fall and winter and complements seasonal dishes.

  When it comes to moving from summer cocktails to decidedly more fall and winter vibes, transitioning beverage menus is key to keeping customers engaged.  

  “For us, the transition feels very natural. After our first seasonal rollout, I noticed some guests still craving cocktails from the previous menu. That’s when I introduced Poppy’s Aces, a way to carry over favorites with a new seasonal twist,” says Ludwick. “We look closely at the styles our crowd gravitates toward and reinvent those with fresh, accessible flavors. For example, old fashioneds were extremely popular last year, so we transitioned into a Brown Butter Banana Old Fashioned. The rich, savory molasses notes balanced with fruity warmth gave guests that cozy, seasonal vibe, while still keeping the drink exciting and new.”

  Rather than entirely replacing a summer menu with a fall one, some transitional options can ensure customers still get a familiar version of a favorite beverage, but with a slightly seasonal twist. Doing so in small doses also ensures customers don’t feel as though they are missing their favorite beverage from a previous season.

  “We focus on developing our guests’ palates over time. We often begin with approachable flavors that appeal to snowbirds and casual drinkers, but each time they return, we introduce something new and slightly more adventurous,” Ludwick says. “It’s very much like telling a story—each visit reveals a new chapter, keeping guests curious and engaged.”

  Naturally, curiosity is a great way to entice guests and introduce them to new and seasonal flavors. Another fun way to bring the fall and winter season to life through the cocktail menu is through themes. However, there are a few essential things to keep in mind, such as the location and overall theme of the establishment itself.

  Ludwick weighs in: “I love the idea of themed menus, but I approach them with flexibility. In Arizona, we don’t get the same dramatic winter weather, so some classic ‘cold weather’ themes don’t always resonate. Instead of locking into a theme, I prefer to showcase standout cocktails for each holiday—something that feels like the biggest gift under the Christmas tree waiting just for you. When the focus is on delivering the best-tasting drinks rather than fitting a theme, you create a more memorable experience and avoid limiting creativity.”

  Theme beverages tend to work well when aligned with a specific event, such as a pairing dinner with unique themed cocktails, for example. This is an excellent way to showcase the talent of both the kitchen and the bar staff, offer unique one-of-a-kind beverages, and gauge customers’ interest in these types of events, dishes and drinks for future experiences and menus.

  And while following the trends and presenting themed beverages for a specific season, holiday or series, such as football, can be fun and innovative ways to bring customers back and appeal to different demographics, class and signature sips should never be counted out. These tried-and-true beverages should be the base of every establishment’s cocktail program and can be tailored to suit the theme of the establishment itself.

“Classics are non-negotiable—they are timeless, universally recognized and must be made true to form. When I see a Clover Club, an Old Fashioned or a Whiskey Sour, I know exactly what I should be served,” Ludwick says. “Signature cocktails, on the other hand, are about showcasing a bar’s identity. They’re the ‘house specials,’ crafted to reflect the restaurant’s unique personality. Both are essential: classics ground the menu in tradition, while signatures bring innovation and individuality.”

  When developing fall and winter cocktail menus, keep variety, seasonal flavors, holidays, events and trends in mind. While these are keen ways to keep customers coming back for more, it’s also a fun way to boost sales and attract new customers.

  In doing so, keeping true to the nature of the establishment while also offering a non-revolving menu of classic and signature beverages can ensure that customers who prefer the familiar will always feel welcome, regardless of the new sips of the season.

Make It Easy for Buyers to Say Yes

Cyndi

Few realize the secret isn’t just in the liquid – it’s in the clarity of your story.

By Jake Ahles, Morel Creative

More shelf space. Faster distributor buy-in. More confident fundraising conversations. Every brand of craft beverage wants these things. In today’s saturated craft beverage market, it’s no longer enough to have an excellent product. The brands that grow are the ones that make it easy for buyers, distributors, and consumers to understand what makes them different—and why they deserve space on the shelf or a spot on the menu. Clarity sells. And if you’re not intentional about it, confusion will cost you.

The Clarity Gap

  We see it all the time. A founder has poured years into perfecting their distilling process or refining their recipes. The branding looks good, the liquid tastes great, and the team is passionate. But when it’s time to sell, the story falls apart. Here’s what usually happens:

•     Sell sheets are too busy – buyers can’t find the point.

•     Pitch decks meander too much history, not enough differentiation.

•     Reps are telling different versions of the brand story in different markets.

•     Digital presence confuses more than it converts.

The result? Buyers pass. Distributors deprioritize you. Investors hesitate. All while a competitor with half the craft—but a clearer story—wins the shelf.

What Buyers & Investors Really Want

Let’s be clear: buyers and investors aren’t against you. They’re simply busy and looking for confidence. And confidence comes from clarity. Here are the unspoken questions they’re asking:

Distributors & Trade Buyers

•     Can I sell this easily?

•     What makes this different from what’s already here?

•     Will my staff be able to explain it in 15 seconds?

•     Will consumers understand it right away?

Investors

•    Is this brand positioned to scale?

•    Can the founder explain the brand in one sentence?

•    Does the story fit the market’s trajectory?

•    Will this resonate with future buyers or acquirers?

  If your materials don’t answer these clearly and consistently, you’re creating friction. And friction kills deals.

The 3 Rules of Brand Clarity

Clarity doesn’t mean oversimplifying your story. It means structuring it so it can be told—and retold—consistently across every channel. Think of it as a sales system, not a marketing veneer.

Here are three rules to get started

1.  Master Your One-Liner:  Your story should be explainable in one sentence. The headline on your sell sheet or deck should say exactly what you do, who it’s for, and why it’s different. Not: “An artisanal experience inspired by heritage.” Better: “Botanical spirits designed for modern mixologists—zero sugar, crafted for cocktails.” If a rep, bartender, or buyer can’t repeat your one-liner, it’s too complicated.

2.  Align Your Tools:  Every tool – sell sheets, pitch decks, product videos, website copy—should tell the same story in the same language. Consistency builds confidence. Inconsistency creates doubt.

•     Keep sell sheets focused on differentiation and use cases.

•     Design pitch decks to answer: What is it? Why now? Who’s buying it? Why will it move units?

•     Use video to add emotion and memorability but keep it clear and repeatable.

3.  Build a Scalable System:  Your story shouldn’t live in the founder’s head. It should live in a repeatable system that empowers anyone—sales reps, distributors, ambassadors—to tell it confidently.

  That’s where a content ecosystem comes in: a centralized library of assets (one-liners, sheets, decks, videos, FAQs) that ensures clarity no matter who’s pitching. When the story is systemized, you can scale without losing the soul.

The Payoff of Clarity

  When your brand story is clear, here’s what happens:

More shelf space: Buyers say yes faster when they don’t have to work to understand you.

Stronger distributor confidence: Reps are more likely to push a brand that’s easy to champion.

Higher reorder velocity: Clear stories create repeatable sales momentum.

Better investor traction: Clarity signals professionalism and scalability.

Acquisition readines: Companies looking to acquire want a story that already resonates in the market.

  Clarity is more than a marketing tactic. It’s a growth strategy.

Final Thoughts: Make It Easy to Say Yes

  You’ve invested heavily in your craft. You’ve perfected your recipes, sourced the right ingredients, and built the right team. Now it’s time to invest in the clarity of your story.

  Because the truth is: the best product doesn’t always win. The clearest one does.

So, ask yourself:

•    Can my brand be explained in one sentence?

•    Do all my materials align with that story?

•    Could a distributor or investor repeat it confidently without me in the room?

  If the answer is no, you may be leaving growth on the table. Want to know how clear your brand really is?

  Take the free Market Leadership Scorecard and see where you stand.

Get Your Score Now!

Cold Chain Logistics

Cyndi

How Craft Beverage Producers Can Protect Product Quality During Distribution

warehouse full of beer on pallets

By Nick Fryer, Vice President of Marketing, Sheer Logistics

Expanding into new markets is a major milestone for craft beverage producers, but it’s also when supply chain vulnerabilities tend to surface. Inconsistent storage conditions, longer transit times, and unfamiliar distribution partners can all jeopardize product quality and brand reputation.

  For today’s craft brewers, distillers, and ready-to-drink innovators, ensuring product integrity isn’t just about preserving flavor—it’s about having a cold chain strategy that can scale. From temperature-sensitive transit to final-mile delivery, success depends on reliable partners, smart planning, and the right equipment.

  In this post, we’ll break down the cold chain logistics challenges facing small and mid-sized beverage producers and explore the tools and strategies that can help them grow without compromising quality.

What “Cold Chain” Really Means for Craft Beverage Producers

  A “cold chain” is a supply chain that ensures temperature control from the moment a product is produced all the way to its final delivery. This includes any warehousing and storage, as well as transit time.

  Cold chain logistics involve the use of carefully managed refrigeration that can be adjusted to the specifics of whatever is being transported. For most craft beverage producers, 4-6 degrees Celsius has become the standard. Storing craft beer at 4 degrees has been proven to ensure flavor stability and meet food safety requirements. Anything above 6 degrees is associated with a reduction in the overall quality.

Why Craft Beverage Producers Benefit from a Cold Chain

  There’s a common saying that the minute you drive a car off the lot, it loses 10% of its value. Food and beverage products are fighting a similar battle. Every second they’re not in a controlled environment, they risk losing some of their quality and, in turn, their value.

  This is a major issue for craft beverages, which are generally less processed than their conventional counterparts. It’s what creates their unique taste profiles and keeps this industry so interesting. It’s also, however, what puts many products at risk of microbial growth and other chemical reactions that degrade the freshness and quality. The color can shift as the product is exposed to heat, as can the taste.

  Proper refrigeration and a cold chain that enforces it slows this process of degradation so that the product a brewery sends out tastes the same before and after delivery. The benefit of this is:

•     Fewer product recalls.

•     A stronger brand reputation. People feel more confident that they’ll get the same taste and quality, time and again.

•     Happier customers overall.

Spotting Temperature-Driven Quality Failures in Transit

  Experimental beers and spirits are what put American craft breweries on the map. Even with the variety that’s celebrated, there are a few common signs that something’s gone wrong.

  Here are some of the best ways to spot if temperature-related failures in transit are affecting the quality of a craft beverage:

•     Beverages appear cloudy when they shouldn’t be. This is often down to a microbial bloom that can happen with heat exposure.

•     The color of the product has changed. Oxidation is another common chemical reaction that happens when more natural brews are exposed to higher temperatures.

•     Beverages gush or are over-carbonated upon opening. This may even just show up in cans that seem to have expanded or suddenly have leaky seals. The issue comes down to fermentation, which is usually triggered by warmth. It’s something that craft beverages with live cultures in them (such as hard kombucha) have to be particularly wary of.

•   The beverage tastes different. It may suddenly be quite sour or “funky” when it shouldn’t be or develop a hop-forward profile that wasn’t there before. This can be from a combination of oxidation and microbial activity.

  If perfectly good beverages get sent out but then display the above issues upon arrival at their destination, it’s a sure sign that something’s gone wrong in transit. Another general red flag is when a product’s shelf span suddenly seems to be quite limited. That alone can point to issues in the supply chain.

From Tank to Taproom: Identifying Weak Links in Your Cold‑Chain

The best way to identify weak links in your cold chain is to check it, step by step:

•    The Production Facility: From the minute the beverage is packaged, it needs to be in a cold room that is continually monitored and handled carefully by staff.

•     Loading Areas: Docks and staging areas should be kept cold so that as the product is moved from one environment to another, it’s kept at a controlled temperature.

•     Transportation: No matter what method of transportation is used, some method of cooling has to be involved.

•     Distributor Warehousing: Products need to be labelled to indicate that they require cold chain storage, and warehouses should be vetted to ensure they have adequate experience and capacity for that storage.

•     Bars and Retailers: The cold chain isn’t over until the drink is being poured from the tap into a waiting customer’s glass. To ensure cold storage at this final point, retailers need to be educated and informed on how best to refrigerate the product.

warehouse showing pallets full of beer boxes

Cold‑Chain Gear That Works: Trailers, Packaging, & Storage

  There are a myriad of ways to approach cold chain gear. Here’s what actually works:

•     Long-distance cold chain transportation needs refrigerated trailers with insulated side walls, proper seals, and real-time temperature monitoring.

•     Shorter or local logistics can get away with insulated vans that keep portable cooling systems and ice packs stable.

•     Reflective, foil-lined pallet covers and thermal blankets can be used to maintain low temperatures when loading or unloading in unrefrigerated areas.

•     Packaging that keeps out heat and humidity is just as important as fridges and kitted-out cold chain trucks. Even simply making sure that everything is shrink-wrapped can prevent heat buildup.

Smart Monitoring Tools: Tracking Temperature, CO₂, Humidity, & Shock

  Cold chain gear works best when it’s paired with smart monitoring tools and IoT sensors. The technology can track key variables in real time and send alerts if anything changes, so that businesses have time to intervene before quality degrades. The data collected can also be used later to further optimize the cold chain and make more energy and financially efficient decisions.

  Here are the main aspects worth tracking in a craft beverage cold chain and why:

•     Temperature: This is important no matter what kind of craft beverage you’re transporting, as any heat exposure can cause oxidation and spoilage.

•     Humidity: High humidity often leads to mold growth on packaging or the rusting of metal kegs. Anything transported long distances, especially in warmer months, should have humidity levels monitored.

•     C02: Build-up of this gas can accelerate fermentation in craft beverages and lead to bursting cans and bottles, especially if a product has active cultures in it (such as the yeast in a hazy IPA).

•     Shock: Too much shock during craft beverage transportation risks packaging and product integrity and can also damage cooling systems.

  By monitoring all of the above, especially through centralized tracking and logistics platforms, craft beverage companies can maintain a controlled environment for their products. The result is then improved quality control.

Conclusion:

Keeping It Cool from Production to Pour

  There is so much work that goes into creating craft beverages. Investing in cold chain gear, technology, and logistics strategies ensures that none of that work gets lost in transit. Instead, breweries can rest assured that they’re always putting their best product forward and, in doing so, building a brand reputation that keeps people coming back.

Nick Fryer is the Vice President of Marketing, Sheer Logistics. Nick has over a decade of experience in the logistics industry, spanning marketing, public relations, sales enablement, M&A and more at 3PLs and 4PLs including AFN Logistics, GlobalTranz, and Sheer Logistics.

Is it Time to Elevate Your Beverage Brand

Cyndi

Even Legacy Beverage Brands See the Value in a Brand Refresh

banner sign says rethink revise rebrand

By Hanifa Sekandi

Everyone is doing it, changing their brand to look more modern or something fresh to appeal to a new consumer base. One could argue that social media made them do it. It is easy to feel the need to compete with the social media engine that never slows down. What beverage is everyone talking about now? Not your beverage, but why? This can be frustrating when you know that you offer an excellent product. At times, it seems hard to cut through the beverage marketing noise, but it is possible. As you think of ways to do so, you may have considered a rebrand. Yes, there is always room for improvement. No matter how great your brand may be performing, there is always that one thing that can boost awareness and increase sales.

  Even legacy beverage brands are seeing the value in a brand refresh every few years. If you are a new brand, a rebrand should be the last thing that crosses your mind. Remember, nobody knows about you just yet, and until everyone does, consider yourself in the clear. This does not mean that you should not develop compelling marketing strategies. It simply means that you still must introduce yourself to your audience. This may take months to years, but you must stay consistent to gain brand familiarity. A slow rise to the top is sustainable. If in doubt, look at legacy brands; most of them have steadily climbed their way into the elite beverage club. Then think of brands that had their glory in the sun, fifteen minutes of fame, and now they are simply an afterthought.

When is it Time  for a Rebrand?

  Before you start, ask yourself, does your beverage brand need a refresh or a rebrand? A rebrand, in most cases, is a complete overhaul of your existing brand. A refresh is when you add new elements to your brand while maintaining brand familiarity. A refresh tows the line, whereas a rebrand pushes limits; it is a business risk that may benefit or hurt your brand eventually. Either way, it is a roll of the dice. Will the odds be in your beverage brand’s favor? You will not know unless you try.

  For some brands, a substantial risk is not worth it, companies would rather do a brand refresh that provides new energy to their existing branding without too many risky changes. Other brands choose to undergo a rebrand, and this strategy often achieves their intended results. A rebrand often works when brands are launching a new product line. A change in ingredients of an existing beverage may prompt brands to overhaul their previous branding, highlighting that everything is different, not just the addition of cleaner ingredients, but also new sustainable packaging. For cases like this, even a logo and color change may be appropriate. Keep in mind that substantial changes also require marketing efforts to support them. You need to inform your consumer that things are different and here is why. It is an unveiling of a new product, an out with the old, in with the new moment.

  The way your team approaches brand development should be consistent. Before hiring an agency, be clear on your goals. Remember, not all great ideas are great for your brand. Also, do not erase what makes your brand familiar or stand out. Particularly, know your brand voice. A couple of notable examples of gentle rebrands that fall in line with more of a brand refresh are Pepsi and Fanta.

  Both refreshes perfectly married the old branding with the new and it was so seamless that unless you are a die-hard enthusiast of either beverage, you would not have noticed. The changes were subtle yet bold. You may also notice that they used a variation of their existing brand colors and slightly altered their logos.

  Just a little but more than enough is a great approach to rebranding, particularly for legacy brands.

  Let us say you are not a legacy brand, still relatively new, but have built a strong consumer base. Should you rebrand or should you refresh? Other than increasing sales, what is your end goal? Do you feel that a rebrand will further solidify your beverage brand as a top contender, joining ranks with a legacy brand? Are you the next Heineken? Or the next best top-shelf tequila every bar should carry? Will you lose your existing consumer? Lastly, is your brand familiar enough that making these significant changes will not confuse people who purchase your beverage? A brand refresh might be a better course of action for your brand if you are less than 10 years old.

  What does a refresh entail? Adding new prints or graphics to your cans or bottles. Hopefully, when you selected brand colors, you chose different variations of green, for example, or blues that sit perfectly within your color wheel. It is okay to add pops of colors that are not signature to your brand. But the integrity of your branding should remain intact. 7Up does an excellent job using different variations of green that are signature to their brand.

The Notable Introduction

  It may be time to reintroduce yourself to existing and potential new consumers. This introduction is a fantastic way to tell your story, remind your consumer why they support you and to highlight your brand to a new audience. Consider this a reintroduction, also as an introduction. Have you ever attended an event with people you know and people you do not know? The assumption is that you do not have to introduce yourself because there are people there who know you, and the rest will fill in the blanks.

  The reality is that people forget things; they forget the details about people they meet regularly. I am sure you have met someone at an event and walked away and forgotten their name. You know the face but cannot seem to recall their name or pertinent details about them. If you are in beverage sales, then you will understand the value of these details. This is how every brand should view itself as a familiar face but an unrecalled name.

  Never assume that people who consume your beverage have had enough of seeing you highlight the unique components of your beverage and the cultivation process. Seeing every day as an opportunity to introduce your brand, like you are the new kid on the block, will force you to keep things fresh. Just like saying hello to a friend you care about never gets old. Saying hello to your audience and reminding them who you are and what you bring to their tastebuds should be embraced.

Are You Ready to Elevate Your Branding?

  Elevating your brand should not be complex. There are simple and attainable ways to highlight your beverage without doing too much rebranding. It is important to be creative. Think of ways to highlight what you already have. Isn’t it funny that people search for vintage items from their favorite brands? Do not lose sight of what is already loved by your audience. Also, do not lose your creative spark.

  How can you market this beverage, which your team has already beautifully branded? Brainstorm hundreds of ways to tell your beverage’s story with your existing branding. If the opportunity arises to do a refresh or rebrand, it should feel like the next step to brand elevation rather than a thirst simply to compete. Do not chase your competitors’ story or their wins; instead, stay in your lane and run your race and celebrate your wins. It is easy to feel pressured to make changes to your branding when you see other brands do it.

  Remember, you cannot see their process or the budget they have allocated for this. The majority of companies plan; therefore, what looks like a sudden rebrand may have gone through years of development. It is best to set long-term brand development goals. In the next 5 years, you may want to adjust the logo or brand colors. This will give you enough time to refine your branding and curate a rebrand that is impactful and embraced by old and new beverage enthusiasts.

Make It Easy to Say Yes

Cyndi

How Brand Clarity Drives Shelf Space, Sales Growth, and Strategic Opportunities

bottles of corona extra beer in sand

By Jake Ahles, Morel Creative

Craft doesn’t guarantee growth, Clarity does. In today’s saturated beverage market, the brands winning shelf space, closing distribution deals, and attracting serious investment aren’t always the ones with the best product. They’re the ones with the clearest story.

  The ones who make it easy for buyers, investors, and consumers to say: “I get it. I want in.”

If you’re preparing for the next big trade show, fundraising round, or distributor meeting, here’s the hard truth: your product alone isn’t enough. You need a brand story that sells.

  This article lays out how distillers and craft beverage founders can use brand clarity as a sales weapon—turning marketing from an afterthought into a revenue driver, a distributor enabler, and a signal to future investors that you’re ready for prime time.

The Growth Bottleneck No One Talks About

  You’ve nailed the flavor. The packaging pops. Maybe your tasting room hums with energy or your founders’ story turns heads.

  But when a buyer asks, “What makes you different?” or an investor says, “Why now?”, you find yourself fumbling.

  It’s not because you don’t care—it’s because clarity is hard. Especially when you’re close to the product.

Here’s what often happens:

•  Your sell sheet is too busy.

•  Your pitch deck meanders.

•  Your reps are all telling different stories.

•  Your digital presence confuses more than it converts.

And so…

•  Buyers pass.

•  Distributors deprioritize you.

•  Your reorder velocity flatlines.

•  Funders say, “We’re not quite sure where this fits.”

  All while a competitor brand with half your soul—but a sharper story—wins the shelf.

Clarity = Conversion: What Trade Buyers and Investors Need to Hear

  Let’s start with what your key decision-makers are really thinking:

Distributors and Trade Buyers:

•  Can I sell this easily?

•  What makes this different from what’s already on my shelves or menu?

•  Will consumers understand it right away?

•  Will my staff be able to talk about it with confidence?

Investors:

•  Is this brand built to scale?

•  Can the founder or team articulate their differentiation in under 60 seconds?

•  Does the positioning reflect a deep understanding of the market?

•  Will this story resonate with future buyers or acquirers?

  If your content and messaging don’t answer these questions clearly and consistently, you’ve created friction. And friction kills momentum.

Brand Clarity in Practice: The Assets That Drive Decisions

  Clarity isn’t just a vibe—it’s a system. When your materials are clean, aligned, and easy to use, you create confidence. Confidence leads to yes. Here’s what that looks like:

1. Your One-Liner: The headline on your sell sheet, website, or intro slide should immediately explain what you do, who it’s for, and what makes it different.

Not: “A bold new botanical experience.”

Better: “Zero-sugar craft spirits designed for modern mixologists.”

2. A Streamlined Trade Deck:

Three to five slides max. Visuals first, words second. Answer:

•  What is it?

•  Why now?

•  Who’s buying it?

•  Why it moves units.

3. Sell Sheets with Punch: Focus on the highlights.

•  Brand origin in 2–3 lines

•  Product SKUs, pricing tiers

•  Flavor profiles or use cases

•  Distribution + reorder details

•  Beautiful bottle shots + fast contact info

4. Distributor/Rep Tools:

•  One-pagers for each product

•  Internal videos explaining the brand story

•  Ready-to-send follow-up kits with shareable content

5. Digital Ecosystem:

•   A centralized media library

•   Consistent messaging across web, social, print

•   Video shorts that reinforce key points

The Ecosystem Approach: A Playbook for Growth

  At Morel Creative, we think of clarity not as a single asset, but as an ecosystem—a cohesive content system that works across:

•  Internal team training

•  Sales meetings and trade shows

•  Distributor enablement

•  Consumer marketing

•  Investor conversations

  This approach is what inspired our F.E.E.E.D. Framework, a storytelling system designed to unify your brand story across sales, marketing, and trade—with assets that build clarity, foster connection, and drive momentum across every touchpoint.

For distillers, this could look like:

•   Crisp sell-in tools that win attention in national accounts

•   Thoughtful origin stories that connect in regional campaigns

•   A modular content system that works across markets and team members

The goal? Scale your story

without diluting your soul.

Proof: What Happens WhenYou Nail It.

We’ve seen the results firsthand:

•  Faster shelf placements.

•  Higher distributor engagement.

• Improved sell-through and reorder velocity.

•  Better investor traction.

•  Readiness for acquisition or national expansion.

  Brands that invest in clarity don’t just look better. They move faster. They scale without chaos. They enter new markets with confidence. They stop relying on founder charisma alone—and start building momentum that’s replicable.

Final Thoughts: Clarity Is an Act of Respect

  You’ve put your heart into your product. You’ve spent late nights dialing in flavor, sourcing, compliance, packaging, and logistics.

Now give your sales partners, buyers, and future investors the same attention.

Make it easy for them to say yes:

•  Build a one-liner that lands.

•  Create a pitch deck that converts.

•  Organize your story so others can tell it for you.

Because the best products don’t always win. The clearest ones do.

Clarity sells!

Five Bucks & a Bag of Chips

Cyndi

As We Peer Into Our Crystral Kegs & Stills Trying to Forecast the New Year, We Can’t Ignore the Trends!

crystal ball and tarot cards

By Mark Colburn

Beer, wine and spirit sales are sagging due to reduced consumption, inconsistent tariffs that threaten many aspects of our industry, wholesaler consolidation and low consumer confidence. Combining these trends means that the battle for shelf and handle space will be frenetic. The fight for the consumer’s share of stomach will be equally challenging. As a craft beer wholesaler marketing director in a major metro, I sat through hundreds of supplier business plan meetings which typically begin in October. These next year plans were filled with new products and clearly absorbed a great deal of executive supplier attention. Herein lies the chink in your competitor’s armor.

  Sitting on the opposite side of the supplier vs. distributor (I was the marketing director for one of the country’s largest craft, beer, cider, wine and spirits wholesalers) conference room table, I wondered how the fourth quarter seemed to be overlooked, or taken for granted by our large, medium and even small suppliers. Perhaps they were satisfied with the long summer’s results I mused during these marathon meetings?

  This particular large supplier was presenting in mid-September hoping to get the “attention jump” on the rest of the supplier roster. As I sat there viewing slide #68 of their PowerPoint presentation I got an idea. Keep in mind my background is in the ad agency business…

  As the one responsible for each month’s rather bulky sales plan (8-10 pages), I started looking for common denominators. It was easy. One of my brand managers even sarcastically coined his monthly supplier incentive as, “five bucks and a bag of chips.” I found that the vast majority of monthly sales incentives were alike – five dollars per Off Premise placement and slightly more for On Premise.

  The volume incentive was equally similar as was the compensation for a new tap handle placement. As a believer in the “zig vs. zag theory” I recognized a unique opportunity for a supplier that wanted to get a bit creative.

  Since it was still September I knew I had time to whip up something and get it agreed to…and funded. I also knew that Halloween had grown into a $12+ billion business. Moreover, anything to do with Halloween was fun. This seemingly obvious point is forgotten by so many businesspeople. Over my 15 years in this distributor position, I experimented with hundreds of fun incentives to assess their selling significance with a highly street smart, unionized and sizeable ON and Off Premise selling team.

  Most succeeded while a few did not. The one I’m about to share with you shattered all volume and distribution expectations and was in my top three of all time. Although this incentive may not be applicable to your situation, the point is to inject creativity and fun into your brand. Where legal, you might even fine tune my incentive into a consumer or employee event that will garner results.

The Sam Adams Haunted House

  By far the smartest executive I have ever met is Jim Koch. I first met him in Boston and later we rode together several times visiting key accounts throughout San Francisco. Mr. Koch had heard about some of my prior incentives, “Gordon Gekko’s Greed is Good,” “The Money Chamber” and “Broccolinchini” and probably thought I was thick as two short planks.

  He could not deny the results, however. After procuring the necessary budget from Boston Beer and my team, I set out to create the most fun incentive ever launched around a Halloween theme. Thus the Sam Adams Haunted House was “built.” How can this help your business? Please read on…

  In my career I’ve found that whenever “Fun” is used as a strategic denominator, the results are exponential. The Sam Adams Haunted House was created as a sales incentive “clutter buster.” The vast majority of supplier-side sales team incentives lacked even the most remote level of fun or creativity. The trend was to simply follow everyone else. The results were naturally proportional.

  To clearly differentiate the Sam Adams brand from the rest of the big, medium and small brand pack I worked with my graphic designer to create a huge haunted house graphic (see pic inset).  This graphic was brought into the Friday morning sales meeting, by yours truly, every Friday in October. If you’ve never been in a large, end-of-week, early morning sales meeting; you’re not missing much.

  These can last several hours as supplier sales reps and managers stumble their way through unrehearsed, monotonous sales presentations. Now that I’ve shared the setting, picture this: The huge sales meeting room (60+ occupants) is now dark (all lights out and curtains pulled). The huge sales team is now watching and listening, wondering what is next. Suddenly a boom box blasts sounds of howling wolves, creaking doors, chains and screaming goblins throughout the cavernous room. I enter wearing a black cloak with the scariest mask you’ve ever seen holding a flashlight under my chin. I let out a screeching howl, “Welcome to the Sam Adams Haunted House!!!” From that second on, Sam Adams owns this major metro sales team.

  To get to the Haunted House, the On and Off Premise sales teams competed weekly by making placements in their accounts. The salespeople with the most placements got a Friday morning trip to the house where they came up to the front of the room to select a scary graphic that I then flipped open (I had pre-trimmed these into little doors and marked dollar values for each that when combined kept us on budget) to reveal their winning cash prize.

  The prizes ranged from $25-$250 so there was significant interest to earn a pick every Friday in October. This kept the incentive top-of-mind throughout the salesperson’s week. To determine who picked each Friday morning I came into the office very early to run VIP reports showing individual sales rep accomplishments. After reviewing the numbers I was able to announce the weekly winners by 7am.

  Although this level of creativity (I admit it is a bit creepy but think of the audience – predominantly males aged 24-39) may not suit your personality or your brand, I must share with you that the sales volume and placement results shattered our wildest expectations.

  The incentive was so popular that I repeated it for three or four years in a row. This incentive DOMINATED all other suppliers during the month of October. Further, it created momentum and top of mind awareness within one of the largest sales teams in the country.

  This momentum carried the Sam Adams brand into the November and December holidays (supported by my “Santa Broccolinchini” incentive) where many brands concede this period opting to gear up for the New Year.

  This fourth quarter incentive tandem provided Boston Beer with sales plan DOMINANCE for 8+ weeks. Further, it put their brand on a substantial downhill roll teeing up their annual business plan meeting where the incentives and their results were the first thing that everyone spoke about in the executive meeting room.

  They really set the “fun tone” and paved the way for the coming year’s strategies and new items.  The Sam Adams Haunted House is provided to you as an example of the synergistic results achieved when creativity is mixed with a large dose of fun. I use the term, “Fun-kifize” (an old Tower of Power tune) in my podcasts and recommend such to you.

  If you don’t participate in wholesaler incentives try adjusting a version to your internal team or even at the consumer level. Perhaps a game could be played to earn trips to the haunted house to generate more consumer interest and traffic in your tap or tasting room?

  Lastly, to dot the “I’s” I learned that Jim Koch was going to pay us a visit in November. I asked his team if I could interview him for 15 minutes and videotape the session. They agreed so I taped Mr. Koch and gave him the names of the biggest achievers from the Halloween incentive. I then edited the tape and played it during one of those long, boring Friday sales meetings.

  The sales team loved hearing a luminary like Jim Koch give specific sales people “Atta boys” for their their outstanding performance. Just another example of adding legs to a creative idea to wring out even more benefit. Remember that people buy AND SELL for people and BRANDS that they like. Be THAT brand.

Happy Halloween!

About the Author

  Mark Colburn has 35 years of experience in the beverage industry working primarily with craft beer and cider brands. He is the host and creator of the pod cast, “The Shinerunner Show” http://www.thebrewingnetwork.com/shinerunner-ep18-dyno-ing-the-marketing-mix/ and author of the book, “Craft Beer Marketing & Distribution – Brace for SKUmeggedon.”

  After earning his master’s degree in marketing, Mark went into the advertising agency business then into brand management. For 15 years he was the marketing director at a large California beer, cider, wine, and spirits wholesaler where he managed a brand team, experiential events, and multiple craft brands. Currently Mark works as a consultant and is available to chat about your brand opportunities at …

shinerunner@comcast.net

https://www.linkedin.com/in/mark-colburn-8332625

Craft Beverage Brands Demand Flexible Equipment

Cyndi
cans in a canning machine

By: Rebecca Marquez, Director of Custom Research at PMMI

Handling a wide variety of sizes, shapes, and materials at faster speeds requires flexible, automated equipment that provides quick changeovers.

  More than 16,000 craft beverage brands are now competing for attention, space, and sales at U.S. retail outlets, according to 2024 Craft Beer and Spirits: Success Through Packaging, a report from PMMI, The Association for Packaging and Processing Technologies. In addition to the large number of brands available, craft beverage producers have been feeling the pinch of rising input costs — from raw ingredients to packaging materials — and higher distribution costs.

  To support brand and business growth, many craft producers are actively investing in new machinery. Some also have an aggressive growth plan.

  One beer and spirits contract packager cited in the report is trying to determine if its current packaging equipment is strong enough to support an expected doubling in volume in the next year and, with a growing customer base, the possibility of five-fold growth in the next three to five years.

  From a machine standpoint, craft beverage brands are almost unanimous in their opinion that their equipment needs to be adaptable, according to the 2024 report. While complete adaptability, such as filling bottles on a canning line, is functionally impossible, OEMs should carefully consider how versatile they can make their machine offerings. For instance, a canning line capable of filling 16- and 12-oz. cans provides some versatility. Still, one capable of switching to 19.2-oz. sizes and running tall, sleek cans would be more desirable for craft producers.

Machinery Flexibility Reigns Supreme

  Craft producers need the ability to handle a wide variety of sizes, shapes, and materials at faster speeds, and they need more automated equipment features for changeovers, loading, and feeding.

  Multipack formats—including multipacks that contain a variety of products—have remained a popular stock-keeping unit (SKU) option over the past decade. While consumers consistently report liking these formats, they frequently create operational headaches for craft producers because they necessitate alterations in their overall operations.

  Special packaging formats also can create significant production challenges. In addition to label and format variations, specialty product releases are typically limited runs. To help craft producers reduce downtime when switching from standard to specialty product runs, OEMs and suppliers are working to expand features, such as automated label changeovers and automated feeding.

  The logistics of handling mix packs is challenging for small breweries because it is typically performed with manual labor. Consequently, many craft beer producers seek affordable, automated solutions to help them compete with larger breweries.

  For example, some smaller craft brewers need user-friendly push-button equipment and end-to-end solutions to minimize fluid waste. They also require predictive and preventive maintenance software, modular machinery, easier-to-program programmable logic controllers, and simplified, intuitive human-machine interfaces.

  Craft producers also want advanced technology features, such as AI machine learning and improved machine sustainability functionality that uses less energy and reduces material waste.

  Machines as a service, or MaaS, may have a future role to play in the craft beer and spirits industry when it comes to accommodating tight budgets and limited floor space, but very few operations are currently deploying this strategy, according to the 2024 PMMI report.

Beverage Processors Look to the Future

  Technical integration will positively impact beverage packaging and processing operations in the coming years, according to 2025 Beverage Industry Packaging Trends, another report from PMMI. However, inflation, supply chain disruptions, regulatory compliance, and talent acquisition/retention challenges are expected to continue negatively impacting this industry.

  The 2025 report states that company expansions, consumer product demands, and technology advances are the top three reasons beverage companies purchase new machinery. In addition, nearly 90% of the 2025 report’s surveyed companies plan to purchase some type of beverage packaging machinery in the next three years.

  For instance, 58% of the respondents anticipate their investment in beverage packaging machinery will increase by 10% over the next three years. This includes 26% who expect an increase of more than 20%. Some plan to invest in entire production lines to keep up with demand and/or accommodate new product SKUs they’re developing. Others are focused on improving equipment efficiency to reduce bottlenecks and minimize downtime.

  But beverage companies sometimes need more guidance from their suppliers to make the right decisions and keep machinery running. In-person and remote support are important since beverage processors want true partnerships with OEMs that are reliable and consistent for as long as the machine is functioning. In addition, these processors want more support, education, and perspective into what the future holds for new equipment.

  Processors are justified in turning to OEMs for this type of assistance. To meet evolving packaging demands, end users need to optimize machinery use by leveraging digital insights and diagnostics for faster, more efficient production and the reduction of downtime, which directly impacts revenue, making technology-driven troubleshooting a top priority.

  The degree of a machine’s user-friendliness is also a critical factor. In fact, one 2025 survey respondent believes machinery suppliers should automatically assume that somebody without much experience will be running the equipment every day. “The equipment needs to be smarter and more intuitive to the operator and contain built-in tutorials,” he states.

  When it comes to avoiding recalls, sanitation is a major priority in beverage processing. Therefore, processors need machines and parts that are more easily cleaned. Standardized machinery and sanitation templates that work for one facility and can be transferred to others also make sanitation easier, especially for processors with multiple sites.

  Over the next two to three years, expanding consumer demand will drive the need for more diverse beverage products and packaging sizes, leading to an overall increase in all packaged beverage formats. As a result, beverage manufacturers and their co-packers must improve and replace infrastructure now to ensure they remain flexible, efficient, and competitive in an evolving market.

  To learn more about technologies that boost beverage production, attend PACK EXPO Las Vegas, Sept. 29 to Oct. 1, 2025 at the Las Vegas Convention Center. With 2,300 exhibitors and thousands of cutting-edge solutions, attendees can engage in conversations about emerging trends, challenges, and innovations that are shaping the future of the industry.

  At the event, beverage processors can experience hands-on demonstrations of the latest packaging and processing solutions on topics like automation, sustainability, workforce development, and manufacturing efficiency. In addition, more than 100 educational sessions will take place on seven stages/content centers on the show floor, including Sustainability Central, Industry Speaks Stage, Innovation Stages, Processing Innovation Stage, and the Reusable Packaging Learning Center.

  Visit packexpolasvegas.com to learn more and register now to connect with industry leaders, discover state-of-the-art innovations, and gain a competitive edge.

Are Your Beverages Ready for a Recession?

Cyndi
calculator says recession on top of a $100 dollar bill with ben franklin looking worried

By: Raj Tulshan, founder of Loanmantra.com

Is the U.S. Headed for a Recession? And if so, is your beverage business recession proof? In the United States, only the panel of experts at the National Bureau of Economic Research (NBER) is able to classify economic conditions as an actual “recession.” At its most basic level, a recession is marked by two, consecutive quarters of economic contraction or negative real Global Domestic Product, (GDP). Understandably, more is at play in making this kind of analysis and most economists believe there are four major recession indicators.

  Understanding that NBER must classify a recession, economists and financial analysts are closely monitoring several key indicators that suggest economic slowdown in 2025:

Declining Consumer Spending: The University of Michigan’s Survey of Consumers’ Index of Consumer Sentiment showed a 10.5% decline in consumer confidence in April. U.S. households are beginning to cut back on discretionary purchases creating ripple effects across industries from retail to hospitality.

Tighter Credit Markets: The Federal Reserve’s efforts to control inflation have led to higher interest rates, making it more expensive for businesses to borrow. Many lenders have also become more cautious, tightening their lending boxes and limiting access to capital. Small Business Administration (SBA) changes have caused industry shifts for government-guaranteed lending and associated products.

Business Slowdowns: Hiring has slowed, and some companies are scaling back operations as demand softens. Government layoffs have impacted the private sector. These trends may continue to lead to more job losses.

Trade and Tariffs: With major tariffs, most business owners are wary of what that means for their bottom line. They suspect that tariffs will increase production costs, challenge the supply chain and disrupt small business operations.

10 Tips to Recession Proof Your Business

  If a recession takes hold, beverage businesses—especially those reliant on consumer spending—will likely face many challenges. Loan Mantra offers approaches to offset these challenges:

CHALLENGE- Staying Sober: Being in a constant state of uncertainty and entertaining a daily stream of negative news can have a devastating mental impact on the general population.

APPROACH- Drowning in questions and doubt will not help the business become more recession proof. As a business owner, employees, customers and the public will be watching your example for signs of a crisis. Focus on what the business does best. Instead of becoming overwhelmed, break down tasks into day-to-day actionable steps. Offer an open-door policy and be transparent with loyal employees. Offer a group approach and/or collaboration with all aspects of the business to come up with solutions on how to meet goals.

CHALLENGE- Less Served: With customers spending less, businesses may struggle to maintain sales levels.

APPROACH- Review tangential product flow and reduce expenses that may not be necessary. For instance, if you’re a restaurant, for food deliveries instead of including plastic utensils with to-go orders, include items upon request, exclude napkins or excessive packaging with Beverage delivery. Over a year these small adjustments can add up to substantial savings. Common expenses can also be distributed over several locations. For instance, cross train bar and waitstaff and schedule among different sections and work sites.

CHALLENGE- Hyped up Hops: Inflation-driven price increases on goods, materials and wages could squeeze already thin profit margins. Tariffs also threaten to make costs higher on imported goods.

APPROACH- Reduce time spent on tasks that don’t directly impact sales and produce revenue. Efficient inventory management ensures you’re not tying up capital when you need it most for tasks like cleanup, makeready and taking inventory. For example, many retailers take an inordinate amount of time on inventory. Could this utility time spent for employees to count and restock be more efficient? Consider tightening inventory management by prolonging buying until it’s necessary using the just in time method.

  Scale down product choices to the most popular brews or brands that offer higher margins. Companies like Bonobos are already ahead of this curve. This retailer offers concierge service that makes up for lack of on-site inventory. With an increased focus on customer service, customers can try on pieces at the store location which are then ordered and delivered to customers homes. Can this model be replicated by offering sample tastings with pre-pay for larger orders that can be delivered on demand?

CHALLENGE- Beer Money Fund: With banks tightening their lending standards, securing loans or lines of credit may become more challenging.

APPROACH- Having appropriate cash/capital reserves on hand is a vital step to recession proof a business. Loan Mantra recommends that businesses should have at least one month of operating expenses or ten percent of revenue on hand during a normal economy. In times of recession, businesses should hold 3-6 months of operating expenses. The time to shore up emergency reserves, apply for a line of credit or loans is before you need it.

  Don’t wait to get commitments from a lending institution. Prequalifying for loans before you need them can give you peace of mind knowing funds are readily accessible if necessary and help recession proof the business. Also remember that chaos creates the opportunity to buy assets when prices fall that will later appreciate.

CHALLENGE- Half on Tap: Trying to meet revenue projections made last year may be impossible impacting the ability to meet payroll, make payments or even stay in business.

APPROACH- Review original financial forecasts and re-assess plans based on the new economic reality. Scale back and ramp up essentials, finding new benchmarks and project out accordingly. Watch market trends like consumer sentiment. Invent new ways to make money and diversify revenue. Chaos brings opportunity. Discover what opportunities and optimize based on those findings.

CHALLENGE- Loan or Groan: The financial crisis in 2008 exposed the vulnerability of both consumer and commercial markets to predatory lenders. Institutions with questionable lending practices offered exploitive interest rates on loans where borrowers were caught in a cycle of paying interest on compounded interest that resulted in bankruptcies.

APPROACH- Be wary of inflated interest rates on loans. Right now, it is easier than ever to access a diverse group of lenders to get funding that offers the best rates and alternatives for businesses. For example, any business can seek expertise to find the lowest rate and financing through technology offered at companies like loanmantra.com, an online portal that provides streamlined access to all funding sources and expertise to determine the best loan products and providers.

CHALLENGE- Traffic Circle: Consumers facing job loss or decreased purchasing power may spend less and have limited disposable income.

APPROACH- Focus on retaining customers. This could be prioritizing exceptional customer service, capitalizing on loyalty programs and through marketing personalization to maintain and strengthen your customer base. Look at ways to make it easier for customer to spend money with your business like offering incremental payments instead of requiring the total up front. Acquire customers for life is more important that an individual transaction.

CHALLENGE- Bottle Battles: Increasing tariffs may limit access and availability of product components, bulk materials and supplies.

APPROACH- Evaluate cost increases, remain flexible and anticipate delays. Suppliers based in Asia may be the most hurt. Try to absorb some of the increased cost of good. Identify the least amount needed to push to the end consumer. Identify potential vulnerabilities and secure reliable suppliers to mitigate cost fluctuations. Find additional supply sources that are US-based if possible. Open lines of communication with current suppliers to negotiate better terms or prices and cost-cutting measures. Building strong relationships with suppliers can result in favorable deals that help reduce costs during lean times.

CHALLENGE- Distilled Down Sills: Previously approved expenditures including additional resources and equipment may be frozen.

APPROACH- Analyze operating systems to eliminate waste. Has the business drifted toward more expensive habits? Optimize operations by looking for ways to streamline tasks and improve efficiency. Aim to automate repetitive tasks through technology to save time and reduce long-term costs. Evaluate additional lines of business for profitability and sustainability. Look for additional ways to diversify and add revenue.

CHALLENGE- Measure or Pour: A lack of inventory can inhibit production.

APPROACH- Consider mass purchasing of supplies that may not be available in the future or before prices increase. Evaluate existing product lines and services to determine if substitutions can be made. Look at potential options as alternatives that may not be ideal long-term but will still satisfy customers. For example, if you are unable key ingredients, what can you make? For instance, if Champagne is not accessible can you offer high quality Sparkling wine as a choice?

Looking Ahead

  While the future remains uncertain, beverage businesses can become more recession proof against economic downturns by planning. Keeping an eye on market trends, managing finances strategically, planning for disruptions and maintaining strong customer relationships will be key to weathering potential challenges. For more information contact Raj at loanmantra.com.

Grassroots Marketing in the Summer

Cyndi
people raising their arms to the beautiful sunset on a beach in the summer

By: Hanifa Sekandi

Summer is here! A time of the year that beverage brands should take full advantage of. The weather is hot, people are outdoors, and the overall mood is vibrant. The truth is, it is hard to predict how your beverage will perform during the warmer months. But if you have your skin in the game and decide to play beverage marketing ball, the summer is fair game. Those who put forth their best effort will reap the benefits. A marketing method often underutilized in today’s marketing landscape is grassroots marketing. It is an old-school approach to market your brand, but it is still quite effective.

  This style of marketing allows brands to connect with their audience truly. Be in the thick of it, see what people are talking about. Remember the door-to-door salesman? Probably more so from watching movies that depict a man going door to door selling appliances. This form of direct marketing and sales was quite effective. Believe it or not, it still is. Understandably, you cannot sell your beverage door to door, but you can share promotional offers via mail. It is a great way to showcase summer promotions and discounts at local stores that sell your beverages.

  Another opportunity is planning in-store events. Get your audience excited about your in-store event by advertising free items they will receive during this event or when they purchase your product. This allows you to meet them face to face and get some feedback on your beverage or some great ideas, like cocktail recipes that people like to make using your beverage.

Skip the Details

  Yes, the details matter when it comes to savvy marketing. Your marketing team needs to create campaigns that appeal to your audience. The details that you should not get lost in are the research. Research is essential, but it is not the end-all be-all. Many agencies will tell you to spend a lot of time on research. Many months go by, and some companies are still researching without moving the needle. Research fatigue is costly and will not guarantee optimal results. Instead, streamline and simplify your research approach. The benefit of grassroots marketing is that it requires brands to be bold. Knowing who you want to reach and simply going after it. A phenomenon that many see when looking at the success of a marketing strategy going haphazardly viral on social media. How did they do it?

  What brands and agencies can learn from influencers who have been able to build lucrative personal brands is their go-for-it attitude. They conduct little research, lead with an idea, and have the wherewithal to put themselves out there. Your brand may want to reach out to one of these modern marketing gurus who have cut through the noise. Their voices are so powerful that people will buy the products they recommend without question. A great example of modern-day grassroots marketing. Word of mouth sells many products, and social media has put this form of marketing on a giant stage. Have you heard of the influencer Nina Pool? She mentions a product, and it sells out. People trust her because she believes in the products that she showcases. If she had a beverage in hand and said it was the best she had ever had, people would believe her and buy it.

  Do you have a new whiskey brand? Is your beverage a must-have poolside drink of the summer? Show them. Let them, your audience, see your beverage in action. With real people drinking it, talking about it, and enjoying it. There is no research needed for this. Film great content and make it relatable. Some companies recognize that this old-school approach works. As a result, they are hiring in-house content creators who dedicate their time to showcasing their products.

Go Rogue

  Experiment with your marketing in the summer. From in-store popups, distributing your beverage at a festival, or being a sponsor. Grassroots marketing is an immersive experience. It is for brands that desire to be a social phenomenon. Brands that aspire to be associated with memorable moments.  For example, Sally makes homemade kombucha for her friends and family. She realizes that she could make a business out of it. Her friends and family love it when she brings her homebrew to barbeques. She decides to give her neighbors some samples. Before she knows it, her neighbors ask if they can purchase a few bottles weekly. Due to neighborhood demand, Sally decides to approach a few local stores in her neighborhood to sell Sally’s Kombucha.

  She maintains her local neighborhood sales while also distributing to nearby stores. Sally loves sharing her freshly brewed kombucha so much that she has a stand at the local farmer’s markets and weekend book fair in her town. Sally grew her business with no research. She unknowingly became a grassroots marketing expert because she had an idea and went for it. She did not have a large marketing budget, but she had the will and belief that she had a great product. Her ability to connect with her audience also allowed her to get real-time reviews.

  You’re not Sally, but you could be. Let’s say you are Joe, CEO of a popular beverage brand, preparing for your summer campaigns. If you have a good marketing budget, you can get your product distributed in multiple stores and participate in many local farmers’ markets, festivals, and events your audience attends. Joe has the budget to market his brand and to conduct research. Joe noticed that last summer, his company underperformed while newer beverages surpassed his in popularity. He believed that the hours of market research would surely help them keep their standing as the best beverage of the summer. They devised a marketing campaign based on their research and spent a lot of money, so what went wrong? Nothing went wrong, Joe’s beverage still did fairly well, just not as well as the other beverage brands that adopted grassroots marketing, put their consumer first.

  These brands, like Sally, may not have had large marketing budgets or a fancy agency to help crunch market research numbers. What they did have was a belief in their product. They looked for people like them, people who they believed would enjoy their beverage. If you do not believe in your product, you cannot expect others to. The reality is that people are always looking for something new and are drawn to brands that they feel connected to. Connection starts with real-life experiences, which is the door-to-door salesman’s ideal. Many people bought appliances during these times when they did not need them.

Be Young Again

  Remember when you were young and fell in love with a product. You would go to school and tell all your friends about it. Before you knew it, everyone in your class had the same toy or snack your mom packed in your lunch. Have you ever noticed that there are popular snacks that seem to be in every child’s lunchbox that you have never seen advertisements for? Or that toy, Sophie la girafe, that every baby needs?  So, moms run out and buy it. Grassroots marketing is word of mouth. Approach your beverage brand with the same enthusiasm as if it were the best beverage you have ever sipped. Whether on social media, at a farmers market, festival, or any place, you can promote your product. Are you a brand rep? Bring your beverage to every party, and ensure everyone attending tries it.

  Host office parties, or better yet, block parties, so people can try your beverage. Gift local store managers and buyers with your beverage. Sponsor smaller musicians who can appeal to another audience. The more people hear about your brand and see people they know consume it, they will be compelled to try it and, in turn, purchase it.

  The summer is a lively time of year. People are open to trying new beverages during this time. More so than they are during colder months. Whether your beverage has a tropical punch for those who love this flavor profile, or you are a beverage that appeals to those cutting calories in favor of their summer physiques. The warmer months allow you to get out there and meet people. To be not just a salesperson but a customer yourself. Exude the persona you desire to reach.

  This approach will leave a lasting impression and help you build a beverage brand movement. People will look forward to seeing you at events and happily share with their friends how great your product is. Exclaim that your beverage is a great addition to that summer at the cottage or birthday party.