Category: Marketing

Hiring the Right Distillery Consultant

Cyndi
Kindred Spirits Consulting: Stephen Tomori
Kindred Spirits Consulting: Stephen Tomori

By: Gerald Dlubala

Distillery consultants aim to help their clients make smarter decisions and save money while assisting them to get their distillery operational. But how do you find the correct distillery consultant for your needs?

  Referrals and research are highly recommended but may not tell the whole story. Hiring a distillery consultant means bringing in someone who will sometimes become a business partner for up to three years. So, in addition to having the experience and history to help with your distillery, it is essential to hire a consultant who you are comfortable working with on a personality level. The following are some helpful tips from experienced distillery consultants on hiring the correct consultant and turning your distilling dream into reality.

Kindred Spirits Consulting: Stephen Tomori (Lead Photo)

  Kindred Spirits Consulting works with distilleries of all sizes, from nano-distilleries with 50-gallon stills to large, full-scale production facilities with continuous or multi-large batch capabilities. Owner and lead consultant Stephen Tomori got his start as a mechanical engineer, telling Beverage Master Magazine that he has always been intrigued by how and why things worked and how they could work better.

  Years of fitting large mechanical systems into residential and commercial buildings, including ducting and piping, made distillery consulting a natural transition. Tomori’s natural curiosity, distilling experience and drive to improve things helped him win over 30 awards in his first distillery build with spirits he developed and personally distilled. He has designed over 40 distilleries, with more coming nationally and internationally. As a master distiller, Tomori’s unique skill base has led him to help his clients win 108 awards, including golds, double golds, and platinum.

  “No project is too small or too large,” said Tomori. “We’ve done a good job getting our clients recognition, and that happens because we help them put out the best product possible.”

  Tomori encourages potential clients to contact a consultant as early in the process as possible because although starting any new business is an expensive endeavor, doing things yourself and spending upfront money unnecessarily within a distillery can be disastrous to the prosperity of the business.

A Consultant That Fills Your Needs

  “We understand that each distillery project is different,” said Tomori. “Each distillery has a different location, budget and goals, so whatever the client’s needs are, our consultation is adjusted to match those needs. If you need us every step of the way, we can meet multiple times a week and be on call to get you from the initial idea to the finished product. If you want to do some things on your own but want assurances that you’re taking the right steps, we can set up those communications as needed.”

  Kindred Spirits Consulting works on an hourly or retainer basis. There is a minimum point of engagement of 15 hours and a 30 percent rate reduction over other flat-rate project prices. Other services are priced on a case-by-case basis.

  “It wouldn’t be fair to charge a small distillery the same price for a layout in a building five times its size, so each design, product development trial or hands-on training trip is customized to the client’s specific needs,” said Tomori. “Having us on retainer is a big advantage because typically when something goes wrong or needs attention in a distillery, the problems, troubleshooting and decisions can’t wait. You need someone to pick up the phone and be there for help right now. Sometimes, that’s through a phone or Zoom call, while other things regarding installation demand in-person assistance. That’s all decided on a case-by-case basis.”

  “Since I’m a mechanical engineer, we can generate an AutoCAD drawing for the layout of your distillery accurate to within an inch, showing the location of all equipment, things like fermenters, tanks and ancillary equipment, including water treatment and empty bottles,” he continued. “Everything gets a place to keep your distillery running efficiently and safely while prioritizing aesthetics and impressing your visitors.”

Find Your Consultant

  Tomori urges those seeking help to question potential consultants to determine their qualifications and get a feel for their personality. Qualified consultants may not know how to do everything, but they should be able to point you to competent and vetted partners.

  Ask about their overall background and experience and delve into specifics. What is their design mentality? Do they cater to specific needs and goals or offer flat, cookie-cutter options? Do they answer questions confidently and knowledgeably about specifics like proofing, fermentation, and recipe development? Can they take your goals and the spirits you want to produce and recommend the right-sized equipment to match those specifics? Has their design and recipe development experience produced award-winning spirits? Quality consultants will use your questions, budget, and goals to formulate a unique distillery plan for you.

  As an engineer and fabricator, Tomori always ensures his equipment recommendations are constructed and assembled using the correct copper and quality stainless steel thickness. The fit and finish have to be perfect to get his recommendation.

  “A lot of our work involves distillery audits, expansions and working with existing equipment,” said Tomori. “Regarding audits, we can perform a start-to-finish assessment of your process. Unfortunately, just because you’ve been open for a long time doesn’t mean you’re doing things the best way. We can almost always pick up a percentage point or two within a specific process that can help increase yield. By doing that in several processes, we’ve increased a distillery’s yield by five, 10 and even 25 percent in some cases. Over the course of a year, that’s saving our clients a lot of money. Likewise, we get upgrades, expansions or new spirit lines operational to meet the client’s goals.”

Working with Kindred Spirits Consulting

  Tomori said it starts with a call or contact form submission that identifies the client, their background, goals versus budget and three-to-five-year projections. An initial call also determines if both parties are a good fit for each other.

  “Sometimes we’re not,” said Tomori. “We want you to succeed, so we must be able to communicate comfortably. If we decide to work together, we’ll determine the level of involvement and services you expect and whether it’ll be on an hourly basis, a retainer or just a one-off trip or trial. Clients’ needs differ wildly, so flexibility in handling things is good.”

  “Suppose you’re coming from a non-distillery-related industry,” he said. “In that case, you’ll need a distillery plan to submit to your jurisdiction authority and the TTB, which has its own requirements. We can also help find suppliers, such as bottles, caps, closures, sourced spirits, or raw materials. We collaborate with local architects and engineers, ensure you’re okay with local authorities and help with equipment and setup. Once approved, we provide onsite, hands-on training for safely operating your equipment to produce your spirits. We can help with test runs and more, down to the recommendation of quality marketing and branding companies to help your product stand out.”

  To learn more about Kindred Spirits Consulting visit their website: www.KindredSpiritsCSG.com

Distillery Now Consulting: Kris Bohm (Photo on Page 39)

Distillery Now Consulting photo of Kris Bohm
Distillery Now Consulting: Kris Bohm

  Distillery Now Consulting owner Kris Bohm is an award-winning distiller who has built and managed multiple distilleries across the world. Through his consulting services, he helps future distillers clear hurdles quicker to get their distillery operational in less time.

  “Hiring a consultant can be expensive,” said Bohm. “So, I first like to ask potential clients if they feel they need a consultant. I can always make a case for hiring a consultant, but are you, as the owner, able to recognize the value a consultant brings to the table? Are you comfortable listening to and implementing a consultant’s suggestions and recommendations? You have to be real about your confidence level and expertise in the industry and then recognize that there are things you don’t know. Of course, you want to ensure you’re doing things right and as efficiently as possible, but you can have the best consultant in the world, and if you’re not willing to implement at least some of their suggestions, you’re throwing good money at bad. That may sound harsh, but you have to be willing to be guided, and that can be hard for someone with an entrepreneurial mindset.”

The Unintentional Distillery Consultant

  Bohm started consulting full-time by chance after overseeing the construction of a distillery in Austin, Texas.

  “We were installing a high volume, high-throughput continuous column still, which was relatively new technology in the craft spirits world,” said Bohm. “After that project, people came to me for my expertise and opinion on these types of stills. For about a year and a half, I voluntarily helped a handful of craft distilleries with continuous column installations. I approached it as being an open source and helping other distillers. My partner gave me a kick in the pants when she explained that if I was going to be away so much doing what I love, I might at least consider charging for my time. I did that, and my consulting evolved to the point where I was making more consulting than my job as vice president of another Texas distillery. I had to make a choice, so consulting was the way to go for me.”

  The bulk of Bohm’s expertise is within the first five years of the lifecycle of a distillery, meaning design, operation, and optimization. He helps design and outfit a facility with the proper equipment to get them to the point of having a well-running distillery that meets their expectations. Bohm also works in expansions, having been involved in adding continuous column stills or larger pot stills to distilleries that needed to expand their operation or production.

  “I also broker the sale of businesses and help sell, remove or relocate used equipment,” said Bohm. “I’ll also perform business valuations for those who genuinely need to know how much their distillery or business is worth and want a fair, non-emotionally attached valuation.”

Working with Distillery Now

  Bohm prefers to be less structured than other, larger consulting companies. He builds his approach using information from his clients while ensuring that their personalities are compatible to build a trusting, prosperous relationship.

  “I need to understand my client’s budget and goals,” said Bohm. “Through an informal discussion, I’ll build a program that works for them and share how I work and what they can expect from me. I have clients I meet twice a week and others that touch base once a month to ensure things are going in the right direction. Most work, sometimes up to 80 percent, can be done remotely, keeping costs down while allowing me to work quickly and on time. I don’t want customers’ projects mired up in lost or unavailable information.”

  Bohm continued, “In most projects I am involved with, clients start with an idea, some goals, and a rough budget, and they want to see what they can achieve with that. Under those circumstances, I may work as a consultant for them for two to three years, from the idea to filling their first barrels of whiskey and bottled vodka. That’s when they typically have a running program and no longer need someone like me.”

  Bohm said that he has been able to help start some great distilleries, and no two have been the same. Each distiller has different consulting needs. While some want guidance that they are making proper choices, others want a more hand-in-hand approach to getting their distillery up and running. Bohm is typically compensated for his time on an hourly basis. However, specific tasks, such as getting a Federal Distiller’s License, have specified rates because he knows what it takes to get that completed.

Distillery Now Brings Value and Experience

  “The value I bring as a consultant over more specialized consulting firms is 10+ years of experience as a distiller and distillery manager in some great distilleries, along with overseeing the buildout of over 20 successful distilleries from idea to an operating business,” said Bohm. “I can’t say I’ve seen everything, but I’ve seen more than most. I’ve been in most distillery situations and have seen things handled the hard way, as most first-time distillers would do. To have my resources a phone call away expedites all processes and decisions. It saves a client several months and sometimes thousands of dollars in savings, and it gets their distillery open and operational sooner.”

  To work with Kris Bohm and Distillery Now Consulting, head to the website or send Bohm an email. Bohm offers a free initial consultation by phone or Zoom to see if he is the best consultant to bring the most value to your project.

  “I help people get their business operating quicker while spending less money,” said Bohm. “It’s about setting them up for success – even down to picking out the perfect distillery cat for them if they want.”

For more information about Kris visit: www.distillery-now.com

  

Can AI Boost Beverage Marketing Strategies?

Cyndi
futuristic robot with chin in hand

By: Hanifa Sekandi

In a world where technology is the gateway to success, it is unsurprising that people are looking at the new kid on the block, AI. For some, this tool is controversial. It lacks the human touch, a true statement. People value connection, something that AI cannot replicate.

  Regardless of these sentiments, it is a tool that must be understood even if you choose not to utilize it. So, what place does it have in beverage marketing? The place it holds for your beverage brand is up to you. Many marketing experts across industries have implemented AI software into their strategies to streamline processes. Some companies see it as a tool to cut costs—an excellent opportunity to allocate a budget to marketing initiatives rather than large marketing teams.

  Although this new frontier is popular right now, this will likely level out. AI cannot completely replace an experienced marketing team, nor can it brainstorm creative ideas. But it can take your ideas and organize them. It can help bring the story together and devise a plan that is easy to digest across teams. However, there are limitations.

  Before you consider using AI to market your beverage brand, it is essential to have a goal in mind. Why is this tool useful for your company? What gap is it filling? If you have been following along, we often mention the importance of understanding your audience and researching before you market your beverage.

  Once you have solidified your why and brand messaging, the next step is who. Who is your consumer? How can you reach them? How do they make their buying decisions? The market research stage is fundamental to your long-term success. It precedes determining the what and how to market to your consumer. 

AI & Market Research

Fortunately, many AI tools can help you conduct market research. With these tools, you can take a deep dive into your consumers’ behavior. AI software can analyze what actions your targeted consumer makes. It can also zero in on key demographic markers, such as age, gender, location and income. Brands can see who their competitors are and how their audience responds to their marketing initiatives—a great way for a new beverage brand to understand how they might measure up to the best. AI, if utilized correctly, can give brands a competitive edge.

  With that said, there are downsides to using AI. One downside is that your plan can be widely used if you do not provide a detailed and concise query. You ask AI questions, and AI does its best to answer them. Generic questions get basic answers. The more details, the better. Avoid obvious questions that most people would ask.

  For example, asking AI to help you by using generic market research strategies will not provide you with a customized plan exclusive to your brands. An example is asking an AI tool how to market to men who play hockey. Just asking about this demographic your competitor may be targeting will provide you with a basic strategy—a strategy that will be similar if several other brands ask the same question. AI is not the be-all and end-all. You cannot just sit back, let it do the work and then let the magic happen.

  Marketing teams who have adopted this tool understand this quite well. They know the limitations of their teams and recognize the limitations of AI tools. They know how to cut through the marketing fluff with AI. AI helps marketers zero in on a targeted audience and highlight information that would take hours to uncover through conventional market research strategies. With AI, every stone unturned will be flipped over, revealing little marketing gold nuggets. Rather than focusing on just one aspect of your demographic, you may discover that your consumer is more than just a hockey fan. Their desire for a beverage is not isolated to watching the sport.

  Discovering the complexities of your consumers will allow you to explore other ways to reach them. You do not have to spend so much time focusing on what your competitor is doing and trying to do it better. Your brand can do what has not been done yet, opening a new viewpoint of how this consumer is viewed.

Streamline Your Marketing Plan

  What can you do as a marketing team? This is the first obstacle that needs to be tackled. Becoming a successful beverage brand still requires active participation. You will have to roll up your sleeves. You cannot close your eyes and hope that a few AI tools and strategies will do the work. When you hit the ground running, know your strengths and weaknesses. From here, you can discern where AI fits in and how it enhances your marketing goals.

  Many people use AI to condense their marketing plans. A 30-page deck can be overwhelming. With the help of a good AI tool, you can break down your strategy into segments. Upload your document and select areas your team would like to focus on. You may also break your plan into segments that can be assigned to individuals on your team. AI can take a large-scale plan and turn it into actionable goals. This is where AI can shine.

  An AI-generated workflow diagram provides a useful map to follow. As business picks up, it is good to know where you are heading since the unexpected is always at play in beverage marketing. There will be times when you need to pivot or modify aspects of your marketing strategies. What is important is that you do not lose sight of where you are going.

AI Can Automate Social Campaigns

  Most brands have a love-hate relationship with social media. There are so many different platforms, and each one has different requirements. This is where AI can shine for many brands. Social media can be demanding, as it is a full-time commitment, particularly when trying to break a brand. Your team is small, and there is only so much one marketing manager can do. As of late, most social platforms have also implemented AI tools to help you with effective social media marketing. Yes, authenticity is always best. But if you are not a writing savant, a skilled video editor or cannot create a visually appealing post, there are AI offerings for this on most platforms. Smartphones are also useful for this because they offer AI tools for photo and video editing.

  For example, AI-powered content creation tools like Blaze AI save you time and make it look like you’re an expert. These tools give you a framework to work with to get you started to support current efforts. Bigger brands can afford to hire a few social media managers, whereas smaller brands may have a marketing manager who is a jack of all trades. Unfortunately, this is not beneficial in the long run. An overworked marketing manager cannot be or do all things at once and will often miss marketing opportunities.

  These AI tools can also assist with newsletters. Some people opt to use AI for blogs. This is one of those sticky areas. It is always a good idea to write your content in-house, particularly content that will live on your website. A human touch and authentic brand voice shine above all. AI tools can help you brainstorm ideas or create an editorial calendar but cannot replace a copywriter. Hire a copywriter, and this should be part of your marketing budget.

Simply put, people can tell. We are in an era of information overload. So proceed with caution when utilizing AI for content.

  Your blogs are the only place where you can tell your story, something you know more than AI. Once you have your audience’s attention on social media, where are you directing them? If it is not the local beer store, it is your website. Consistent newsletters and blogs are a must for brands that sell beverages from their websites.

  So, what’s the overall verdict of AI in beverage marketing? Err on the side of caution; do not overdo it. But give it a try and see where it takes your brand.

Put Your Tasting Room to Work

Cyndi
people in a tasting room

By: Mark Colburn

In our last article we talked about the importance of the bar/beer tender as the initial brand ambassador. To follow up on this critical piece to your marketing and sales plan it is highly recommended that these front-line employees be consistently trained and evaluated. I suggest providing sales training for this team including probing (for customer wants/needs), food pairing and a sales incentive based on volume. To provide Off Premise Point of Purchase consumer recall, I also suggest a retail package display be situated in a high traffic area within the tasting room for immediate visual recognition (and take-home sales!).

Exploiting the Tasting Room

  Several of my clients complain that their tasting/tap room sales and traffic are down or flat. As a result, they often try promoting trivia or bingo nights to generate patronage. These may help somewhat. An alternative to this, that I like, is car shows at the tap or tasting room or brewery.

  There are thousands of “Gear Heads” who have muscle cars and love to bring them to car events. By conducting a local car show featuring muscle cars and adding a band or music, you now have an event or platform to promote that will attract potential customers to your venue. Do not discount the Gear Heads and car club members either. They know dozens, if not, hundreds of people like them who love craft beer. I always take care of participants with six packs and/or sufficient samples to thank them and ambassadorize them. You might consider allowing them to have their monthly club meeting at your venue on a slow day during the week. Their cars in your parking lot will attract incremental “traffic.” Let us look at some ideas I have successfully executed that significantly built sales in multiple channels.

  While conducting a territory business review with a regional Walgreens director, I asked him if he thought the store and district managers would like to go on a “field trip” to a few craft beer tasting rooms and breweries to learn about the industry. He jumped at the idea, so I contacted three craft brewers – Pyramid (then in Berkeley, CA), 21st Amendment and Anchor Brewing. I knew their senior management teams and asked if they would pool their resources to rent a bus to take this group to their breweries and brew pubs. They were 100% in. So, I invited a full district’s store managers and three regional district managers. They all arrived on time in San Francisco where we took off to the 21st Amendment brew pub. While at 21A they met the owners and sampled a variety of their beers. We then set off to Pyramid where they got a full tour of the brewery and then sat down in the conference room for a presentation, I made on the craft beer and cider industry. I fielded many questions from the group before breaking for lunch at the brewery. There they got to meet the middle and senior sales management team from Pyramid. After lunch we headed back to the City to Anchor Brewing where they received a warm welcome, a historic tour, and a sampling of Anchor’s finest. The tour ended with a group photo high atop the brewery from Fritz Maytag’s private penthouse. This was truly a treat for the group as this is never open to the public. From the large penthouse cocktails were served from Anchor’s newest spirits division. Afterwards we returned to one of the main stores for off-loading.

  The above concept served a variety of uses from educating and “ambassadorizing” critical individuals within the Off Premise channel to building key relationships with “players” who really make a difference. The tap room was the centerpiece for this effort. The results were excellent. All three brands received additional SKU placements throughout the large Northern California division while Anchor Brewing was able to negotiate a major pallet, 12-pack program resulting in thousands of cases in incremental revenue. Now, let us look at something less expensive.

Sales Ambassadors

  As you most likely know, your distributor teams meet once a week for a sales meeting. I have run over eight hundred of these meetings in my career and can tell you that many can be downright “dry.” My suggestion to our suppliers was to use their tap room or brewery as a future sales meeting venue. This way, your team will have your coveted On and Off Premise salespeople as a captive audience, ripe for “brand ambassadorization.” Once you make a date for a future meeting, PREPARE for this opportunity. Preparation and REHEARSAL are imperative for this rare chance to positively influence your audience. Regarding preparation, I would like to have your best presenter give a detailed summary (10-12 minutes maximum) of your company’s marketing story.

  I caution against making this “dry” and am always in favor of what I call, “Fun-kifization.” This is a “Markism” that simply means to make the effort fun and creative. After your presentation introduce your brand’s sales incentive scheduled to appear in next month’s plan (this needs to be pre-negotiated with the distributor sales management) and be certain they understand it and the expectations. I also recommend a first week “jump start” bonus that will get your incentive out of first gear and ahead of the multiple suppliers all vying for this sales team’s attention. The meeting should end with the announcement that each salesperson in attendance will receive a free six or four pack or bottle for them to sample at home at their leisure.

Speaking of Incentives

  After your wholesaler sales team has sampled your nectars and experienced your “brand DNA” you are in a perfect position to further ambassadorize them a few months down the road with a unique incentive. I have written many supplier sales incentives that follow up on the tap room/brewer experience. To further exploit the tap/tasting room I recommend creating a month-long sales incentive around distribution and/or volume increases for the winning sales division and their manager to be treated to a VIP session in your tap/tasting room. This VIP experience includes an intimate Q&A meet and greet with either the owner, executive team, and/or brewer master (or all of you!) and the winning division (typically divided into 4-5 salespeople and one division manager). The “pay out” includes a free dinner for each winner and assorted samplings of your nectars poured by one of your most senior sales team or owners. Recognize the unique opportunity this presents for your brand and future sales. A side benefit of this incentive is the “talk value” it has with the entire sales team as the winners will “brag” about their experience (at work) which keeps your brand top of mind post incentive while teasing the losers who will want to win and experience the next one. You will also benefit from word of mouth as the winning salespeople talk up your brand in their accounts. These people are influencers and are often asked where to go for a great craft beer. You can track this effort by training your bar staff to ask how a customer heard about your brand when they visit. The bar staff can record this and share it in your weekly staff meetings.

Key Take Away

  Always remember that people buy AND SELL for people and BRANDS that they like. Be that brand.

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” 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.

If You Think It’s About Photos and Video Content,You’ve Missed the Point

Cyndi
photo says branding

By: Jake Ahles, Founder + Creative Director: Morel Creative

  The Misconception: Focusing content on the consumer. Most craft beverage brands make the same marketing mistake: They create content for consumers, but forget their biggest repeat customers—distributors, retailers, and bar managers. If your content isn’t making it easier for these buyers to say “yes,” it’s not working hard enough.

  Here’s the Truth: Great visuals on their own don’t sell craft beverages. A compelling brand story does. More specifically, a brand story that doesn’t just target consumers but also speaks directly to distributors, retailers, and trade buyers. Too many brands focus all their content efforts on consumer-facing marketing while completely overlooking the decision-makers who control shelf space, menu placements, and distribution deals. If your content strategy isn’t making it easier for your buyers to say “yes” and stay top-of-mind, you’re missing a huge piece of the puzzle.

  The Real Issue: Content That Doesn’t Convert Beyond Consumers. Craft beverage producers often assume that consumer engagement equals success. They prioritize likes, shares, and comments but fail to ask:

•  Does our content make it easier for distributors to pitch our product?

•  Are we giving retailers a reason to prioritize our brand over competitors?

•  Do bars, restaurants, and shops see the upside of featuring us?

  When brands focus only on consumer-facing visuals without providing clear trade-focused messaging, they face major challenges:

•  Strong online presence but limited shelf placements.

•  Engaged followers, but inconsistent distribution.

•  Beautiful visuals but no clear reason for retailers to invest.

  Craft beverage marketing isn’t just about looking good—it’s about making your product easier to sell at every level of the supply chain.

  The Mindset Shift: From “Content” to “Conversion”, instead of only thinking:

•  “How does this look to our customers?”

•  “How can we get more engagement?”

    Start thinking:

•  “How does this content help our sellers stay on message and top-of-mind to our buyers and sell our product?”

•  “What do distributors need to make our brand stand out in a crowded portfolio?”

•  “How does this convince retailers that we’re worth premium shelf space?”

  A Case Study: A brand that gets B2B2C storytelling right.

Example 1: A brewery that shifted its focus to retailer-focused content. A mid-sized craft brewery found that despite a loyal consumer base, their retail sales weren’t growing. Their Instagram was full of lifestyle beer shots, but distributors weren’t pushing their product, and stores weren’t restocking as expected. The Fix:

•  Instead of just promoting what they brewed, they started telling the story of why retailers should care.

•  Create content highlighting their beer’s profitability, shelf appeal, and how it drove foot traffic to stores.

•  Provide sell sheets and video content for distributor sales teams to use in pitching accounts, aligning the sales team with a cohesive content ecosystem that keeps messaging consistent.

•  Build up a media library for follow-up, ensuring that distributors and retailers always had access to consumer-facing assets that reinforce the brand story while also serving as sales tools.

•  Structure their content in a way that not only educated distributors and retailers but also engaged consumers, creating a seamless narrative from supply chain to end-user.

  The Result? More placements, stronger distributor support, and increased reorders.

Example 2: A distillery that optimized its trade content. A craft distillery known for its small-batch whiskey was struggling to break into bars and high-end cocktail programs. The Fix:

•  Develope bartender-focused content, showing how their whiskey fit into high-margin cocktail menus.

•  Create a “Perfect Serve” guide with unique cocktail recipes using their spirits, making it easy for bars to feature them.

•  Produce video testimonials from top bartenders explaining why they loved working with the brand.

•  Produce the content in a consumer-friendly way that resonated with both foodservice professionals and consumers, encouraging bartenders to feature their product in cocktail menus while also inspiring at-home enthusiasts to purchase and experiment with it.

•  Ensure all content was stored in a centralized media library, providing their sales team with easy-to-access tools to follow up with trade buyers and reinforce the brand story.

  The Result? Increased on-premise placements, stronger distributor buy-in, and a new revenue stream from cocktail-forward partnerships.

Build a B2B2C Content Strategy (And Avoid Common Pitfalls)

  Crafting an effective content strategy isn’t just about engaging consumers—it’s about aligning marketing, sales, and distribution teams so that everyone along the supply chain is equipped with the right tools to sell your product. Here’s how to build a strong B2B2C content ecosystem while avoiding common pitfalls:

Craft a Sell-In Story for Buyers: Go beyond taste and branding—highlight profitability, sales velocity, and market differentiation to help trade buyers justify carrying your product.

Create Retailer-Focused Visuals: Show how your product stands out on the shelf. Use side-by-side comparisons, packaging breakdowns, and in-store display mockups to prove its retail value.

Align Content with Sales & Trade Education: Too many brands focus only on consumer education but fail to equip distributors, retail buyers, and bartenders with content that helps them sell.

Develop B2B materials: Such as profitability breakdowns, cocktail guides, and video case studies, to make trade partners more confident in promoting your brand.

Centralize Content in a Media Library:

Sales reps and distributors should never struggle to find up-to-date content. A centralized content hub with easy access to key materials—sell sheets, video assets, and promotional materials—ensures consistency across all channels.

Balance Consumer & Trade-Focused Messaging: A well-rounded strategy speaks to both audiences. Consumer excitement fuels demand, but trade relationships secure placements. Ensure that your messaging works in harmony across both sectors.

Support Emerging Brands Without Established Profitability: New brands trying to land their first key accounts or distributors face an uphill battle without established sales velocity or profitability.

  Instead of focusing solely on financial metrics, position your brand as a must-have by highlighting differentiation, unique storytelling, and consumer demand potential. Develop compelling proof-of-concept content—such as early adopter testimonials, brand collaborations, and market trend reports—to give distributors and retailers confidence in taking a chance on your brand.

  Leverage exclusive partnerships, limited-run promotions, or unique launch activations to entice key accounts before traditional sales metrics are in place.

By following these steps, craft beverage brands can maximize both sell-in (distribution & retail adoption) and sell-through (consumer demand & sales) while ensuring that content works as a unified strategy rather than fragmented efforts.

The Brands That Win

  The craft beverage industry is more competitive than ever. The brands that rely solely on consumer-facing visuals will struggle to scale. The ones that win will be those that:

•  Build demand at both the consumer AND trade level.

•  Make it easy for distributors and retailers to sell their product.

•  Use content as a tool to drive sell-in AND sell-through.

  So, next time you plan content, don’t just ask: “Does this look good to consumers?” Ask: “Does this help our buyers sell more of our product?”

Final Thoughts

  The craft beverage market is growing, but so is the competition. A solid content strategy is no longer just about attracting consumers—it’s about ensuring that everyone along your supply chain is equipped to champion your brand.

By making your content work for distributors, retailers, and trade buyers, you’re not just creating a beautiful brand—you’re building a business that scales.

Are you creating content that sells your product beyond TikTok? If not, it’s time to rethink your approach.

hands holding small barrel pouring whiskey into a glass

Beyond Pretty Photos and Videos:

Cyndi

How Strategic Storytelling Drives Real Business Results for Craft Beverage Makers

By: Jake Ahles, Founder + Creative Director: Morel Creative

If you think brand storytelling is just about creating videos and photos for social media, you’re missing the point. It’s about using visuals as tools to deliver tangible business results across every brand touchpoint—your website, pitch decks, shelf talkers, tasting room coasters, and beyond. This is why having a clear, consistent, and cohesive storytelling strategy is critical.

  Over the past decade, consumers have become increasingly discerning—looking for brands that don’t just sell products but also share authentic stories and values. For many beverage brands, social media has been a game-changer, providing an accessible way to capture attention quickly. But with so much competition, it’s easy to feel overwhelmed—trapped in the endless cycle of creating scrappy content just to keep up. Without a clear strategy, all that effort often fails to deliver meaningful results. Brands end up stuck in the content ‘hamster wheel’—constantly producing at scale, relying on user-generated or influencer content, which more often than not leads to burnout or low-quality posts that fail to form a connection. And the much-hoped-for ‘viral post’ lottery ticket? It rarely materializes.

  Meanwhile, buyers, investors, and distributors expect polished, strategic storytelling to justify shelf space or major capital investments. If you can’t differentiate your brand story, you risk getting lost in a sea of similar offerings—even if your product is outstanding.

  As a result, many emerging beverage brands stall out before truly hitting their stride. They’re caught between trying to appear ‘authentic’ on social media and needing a cohesive, scalable brand narrative that attracts real market traction.

The Three Problems Beverage Brands Need to Solve

  Given how saturated the food and beverage space has become, it’s never been more challenging for an emerging brand to stand out. To truly break out and build a loyal fan base, there are three key problems beverage brands must address:

1. A Distinct Brand Story: With so many look-alike products on shelves and social feeds, brands that don’t define a cohesive story struggle to capture the hearts of both consumers and potential investors.

2. Over-reliance on Scrappy, One-Off Social Content: Social media can provide quick wins, but it seldom builds long-term equity. That leads to constant churn without real momentum or brand loyalty.

3. Failure to Turn ‘Authenticity’ Into Business Results: With tightening venture and investor capital, even if a brand has early buzz, retailers and investors increasingly need a clear, strategic narrative before granting premium shelf space or writing checks. Many well-intentioned brands stall out, never achieving real scale.

  Ultimately, countless beverage brands burn through resources, never differentiate themselves, and remain trapped in the noise. But it doesn’t have to be this way. By focusing on a clear and consistent storytelling framework, your brand can not only cut through the noise but also attract funding, earn premium shelf placements, and build a fiercely loyal customer base.

Cocktail being poured in a smoky glass

The 4Cs Framework: Clarity, Cohesion, Consistency, Connection

  With the right storytelling framework, an emerging brand can unify its message across B2B and B2C channels, grab the attention of consumers, retail buyers, and investors, and truly become a category leader. The 4Cs framework is designed to simplify and streamline this process. Here’s how it works:

Cohesion: Your story needs to touch all brand touchpoints—from social media to your website, in-store displays, and email campaigns. A cohesive story ensures every piece of content feels like it’s part of a larger narrative.

Clarity: Articulate your value proposition and customer benefits in a straightforward way. Consumers and investors don’t have time to decode complex messaging.

Consistency: This doesn’t mean telling the same story over and over. It means staying true to your brand’s values and ensuring every piece of content aligns with them.

Connection: Forming an emotional connection with your audience is critical. Whether they’re end consumers or distributors, people buy into brands they feel aligned with emotionally.

The F.E.E.E.D. Ingredients

  If the 4Cs provide the structure, the F.E.E.E.D. Ingredients provide the flavor. These are the elements that make up your brand’s DNA:

Facts: Ground your story in truth. Highlight the tangible aspects of what makes your product special—whether it’s your sourcing, process, or quality.

Education: Showcase your expertise and the benefits your product provides. Share knowledge your audience values.

Engagement: Invite your audience to participate—whether that’s through social campaigns, events, or user-generated content.

Emotion: Build a connection by tapping into your audience’s feelings. Stories that evoke emotion are far more memorable.

Differentiation: Clearly articulate what sets your brand apart—whether it’s sustainability, heritage, or innovation.

mixed red drink with ice and fruit on top in a glass

Applying Storytelling to Solve Problems

  So, how do these frameworks come together to help your brand stand out?

  First, you need to identify the unique problem your brand solves for your audience. For instance, maybe you’ve finally cracked the code on crafting a non-alcoholic wine that actually tastes like wine. Or perhaps your brewery specializes in unique flavor profiles, offering a local twist no one else can replicate. Your distillery might focus on sustainability, using locally sourced ingredients to reduce carbon emissions. Whatever it is, make sure your story focuses on the problem you’re solving and how your brand uniquely addresses it.

  Second, pair the 4Cs with your F.E.E.E.D. Ingredients to create meaningful content that drives real business outcomes—from brand growth to fundraising, increased shelf space, and customer loyalty.

  The Key Components of Meaningful Content

Once you’ve clarified your brand’s story and unique value proposition, it’s time to create content that works as hard as you do. Here’s what to focus on:

Lead With Your Value Proposition: Highlight what your brand does better than anyone else. This is the core of your story.

Focus on Benefits to Your Customer: Remember, your audience doesn’t care about your product—they care about what it does for them. Does it solve a health issue? Help them fit in with a community? Align with their values?

Keep Business Goals in Mind: Content for the sake of content is a trap. Every piece you create should serve a purpose—whether it’s driving sales, securing shelf space, or attracting investors.

The Alternative: Burnout and Missed Opportunities

  If you’re not prioritizing storytelling, the alternative isn’t pretty. Burnout, wasted resources, and a great product that never gets the recognition it deserves are all too common in the craft beverage world. Without a storytelling framework, it’s easy to get lost in the noise.

  But with a strategic approach in place, your content can do the heavy lifting—turning your craft beverage into a category leader.

Where to Start

  Take a look at your current video and photo storytelling. Measure it against the following questions:

•   Do you know what your unique value proposition is?

•   Is it based on more than just facts but also emotion and customer benefits?

•   Is it clear in your messaging what your brand stands for and what sets it apart?

•   Is that message consistently driven home across all of your brand touchpoints?

  If you’ve answered “no” to any of these, use this article as your starting point. By embracing a storytelling framework that’s clear, cohesive, and consistent, you’re not just creating beautiful visuals—you’re building a brand that resonates, inspires, and sells.

  The craft beverage brands that understand this approach will define the future of the industry. And there’s no reason yours can’t be one of them.

Billy Busch, Author of “Family Reins”

Branding Your Beverage

Cyndi

By: Billy Busch, Author of “Family Reins”

Building a beverage brand is about more than creating a great product. It’s about creating a connection — something that makes people not just enjoy your drink but feel a part of its story. Having grown up in a family whose name has become almost synonymous with American beer, I’ve had the privilege of seeing how a strong brand can transcend generations. That perspective, paired with my own journey in the beverage industry, has taught me some enduring lessons about what makes a brand resonate.

  A brand’s journey is deeply personal. It’s shaped by the passion and purpose of those behind it. Whether you’re a start-up crafting small batches or an established company expanding your reach, the principles of branding remain the same. The process of creating something that people connect with is both an art and a science, requiring attention to detail, adaptability, and a clear sense of purpose. In this article, we’ll explore how to bring these elements together to create a beverage brand that stands out and lasts.

Create a Story that Sticks

  Storytelling is the foundation of any great brand. People don’t just buy a drink — they buy what it represents. Whether it’s nostalgia, celebration, or adventure, your beverage should evoke an emotional response.

  Growing up as part of the Busch family meant being surrounded by the larger-than-life narrative of a company that built its reputation on quality and innovation. The Budweiser Clydesdales weren’t just clever marketing; they symbolized tradition and reliability. Those horses galloped their way into the hearts of millions, not just because they were beautiful but because they represented a story of hard work and commitment.

  Today, the connection is so strong that anyone who sees a Clydesdale horse immediately thinks of Budweiser. This association has become so ingrained in the American identity that even foreigners recognize it. To them, Clydesdales are synonymous with American life, and American life is synonymous with beer. This powerful link shows how a brand can transcend its product and become part of a culture’s fabric — something every beverage creator should strive for when building their own narrative.

  When building your own brand, think about the moments that shaped your journey. Maybe it was experimenting in your kitchen late at night or finding inspiration in a family recipe passed down through generations. Share those moments in a way that feels authentic and invites others to be part of your vision. Your story doesn’t have to be elaborate — it just has to be real.

Understand Your Audience’s Aspirations

  Your beverage may start with your story, but it thrives on how well you connect with your audience. Successful branding begins with a deep understanding of the people you’re trying to reach. What do they care about? How does your product fit into their lives?

  In my family’s history, understanding the American spirit was key to creating a brand that resonated. Budweiser became a symbol of celebration and camaraderie because it was marketed as more than a drink — it was part of a lifestyle. Americans are hardworking. It’s all about building that American Dream for the average working-class individual. We gave them an outlet, a story they could relate to, because it’s the truth — we’re a working-class beverage. That insight came from knowing the customer intimately and recognizing what they valued.

  For your brand, this might mean aligning with health-conscious consumers, appealing to craft beverage enthusiasts, or tapping into nostalgia. Pay attention to what your audience aspires to and create a brand that complements those goals. It’s not just about satisfying a thirst; it’s about offering something meaningful.

Design for Recognition

  Branding isn’t just what people hear about your product; it’s also what they see. A powerful visual identity sets your beverage apart in a crowded marketplace. This includes your logo, packaging, color palette, and even the shape of your bottle or can.

  The Busch name became synonymous with iconic visual cues: the Clydesdales, the distinctive red and white of Budweiser, and even the elegance of the Anheuser-Busch eagle. These visuals became symbols of the brand’s quality and heritage, instantly recognizable on shelves and in advertisements.

  When creating your own design, simplicity and consistency are your best allies. Your branding should tell your story at a glance. Think about what makes your beverage unique and how you can visually represent that. A cohesive and striking design not only draws attention but also builds trust and familiarity.

Focus on Authentic Innovation

  Innovation is a double-edged sword. On one hand, it’s critical to differentiate your product; on the other, it must feel genuine to your brand’s identity. When my ancestors pioneered refrigerated railcars, they didn’t just expand distribution language — they redefined how beer was enjoyed across the country. That kind of innovation wasn’t about chasing trends; it was about solving a real problem for consumers.

  Authentic innovation doesn’t have to mean reinventing the wheel. It can be about adding different values to your product or letting it evolve with the times. Sometimes, innovation is as simple as creating a new product line to cater to more people. It’s about constantly adapting and finding fresh ways to connect with your audience. Whether through flavors, formats, or experiences, innovation ensures your brand remains relevant and appealing in a changing world.

  No matter what, authentic innovation should always serve a purpose beyond novelty. For example, consider how sustainability has become a critical factor in consumer choices. Offering eco-friendly packaging isn’t just a trend — it aligns with values that matter deeply to modern buyers. Similarly, experimenting with functional beverages, like those infused with vitamins or probiotics, can open new market opportunities without straying from your core brand identity. Innovation works best when it enhances both your product and your audience’s experience, reinforcing the trust they place in your brand.

Create Memorable Experiences

  A beverage brand lives beyond its product when it creates experiences that connect people. Whether it’s a memorable advertisement, a tasting event, or a social media campaign, the moments you create around your brand can leave lasting impressions.

  One of the reasons the Busch family’s legacy endured was their ability to make drinking beer a cultural experience. During the Super Bowl, just hearing the pounding of horses’ feet — without even looking at the screen — immediately signals which commercial it is. That’s creating a memorable experience. These iconic moments don’t just sell beverages; they build emotional connections that keep people coming back, turning a drink into a cherished tradition.

  You can do this on any scale. Think about how you can build memories around your beverage. Maybe it’s a clever slogan that becomes a part of everyday language or a grassroots campaign that builds a local following. What matters is that people feel like they’re part of something bigger when they engage with your brand.

Be Consistent and Memorable

  Consistency builds trust, but flexibility keeps your brand relevant. Your messaging, design, and values should remain steady, but be willing to adapt as your audience evolves. Anheuser-Busch thrived for so long because it maintained its core identity while embracing change.

  Consistency doesn’t just mean maintaining the same colors or logo. It’s about staying true to your values and ensuring that every touchpoint reinforces what your brand stands for. This applies to everything from your social media posts to the experience customers have when they interact with your product.

  Flexibility, however, is where innovation meets opportunity. Consumer preferences shift over time. For example, the rise of craft beverages and health-focused options created new demands in the market. Brands that recognize these shifts and adapt without abandoning their core identity are the ones that continue to thrive. It’s about evolving to meet your audience where they are while reminding them why they loved your product in the first place.

  Flexibility also allows you to experiment with new ideas and collaborations. These moments of creativity can breathe fresh life into your brand while staying aligned with your story. Just ensure that every move you make reinforces the trust and recognition you’ve built with your audience.

Building a Legacy that Lasts

  Creating a beverage brand isn’t just about what you’re selling; it’s about what you’re building. A great product may get people to take a sip, but a great brand will keep them coming back. By crafting a compelling story, understanding your audience, and creating a memorable experience, you can lay the foundation for a brand that stands the test of time.

  As you build your brand, remember that authenticity and consistency matter as much as creativity and innovation. The most memorable brands are those that not only stand out but also stand for something. Your story, your values, and your vision are the heart of what makes your beverage unique.

  Whether you’re just starting out or looking to grow, branding is an ongoing process. It requires adaptability, attention to detail, and a commitment to staying true to what makes your product special. With the right mix of these ingredients, your beverage brand can become a legacy in its own right — something people will remember, trust, and share for years to come.

  Billy Busch, heir to the iconic Anheuser-Busch empire, is ready to share an insider’s view of one of America’s most legendary dynasties.

  His new book, Family Reins, chronicles the fascinating journey of the Busch family: their rise to build a brand that epitomizes the American Dream, their unmatched successes, and the personal and professional struggles that came with living life at the intersection of family and business.

  From growing up on a sprawling estate with pet elephants and private yachts to witnessing corporate battles, tragedy, and scandal, Billy offers a candid and deeply personal perspective. This story isn’t just about beer; it’s about resilience, legacy, and the complexities of family life in the public eye.

several mean and women standing at the bar smiling and holding glasses of beer and mixed drinks

The Benefit of Getting to Know Your Customers

Cyndi

By: David DeLorenzo

Just like the theme for the beloved TV show “Cheers” says, everyone wants to go where everybody knows their name. Customers feel good when they are acknowledged, when their favorite drink order is remembered and simply when they are treated like a regular at their favorite bar, winery or brewery.

  But developing client rapport is about so much more than ensuring your customers will come back again and again… it can actually impact of safety of your business, protecting you and your staff in the long run.

  Overall, your goal as a business owner is to do just that—stay in business. Running a profitable and responsible establishment is all about being present while serving those that are guests in your restaurant.

  And something as little as taking a few extra minutes to get to know your regular customers, at least on a surface level, can help you avoid getting hit by a large lawsuit due to potentially overserving someone. This could have simply been avoided by taking a little time to engage with customers, especially ones who come in regularly.

  Every establishment is different, and depending on the type of business, each will have a unique dynamic, whether it’s a coffee shop a nightclub or a neighborhood tavern. However, most business owners who have been in this industry for some time have developed an understanding of the mechanisms they need from a safety precautions standpoint. They know how to hire the right people and instill the right protocols to keep people safe and keep their establishment out of trouble.  

  If you’re doing something right, the same people will return, and return often. Establishments that get their fair share of regulars can leverage this to their advantage in multiple ways. Owners have the opportunity to really get to know their regulars, to welcome them into their establishment and make them feel at home by remembering their name or their favorite beverage order. This is a great way to make your customers feel valued, which will likely encourage them to return.

  This isn’t just a feel-good tactic, retaining regular customers is great for your bottom line. Even a 5% increase in improved customer loyalty can increase your profits by 75-95%. Your regular customers are walking advertisements—they will not only come back, they will bring their friends and tell others about your place, too. Regular customers also typically spend more. All these factors are major green flags for why you, and your staff, should focus on developing a personal connection with your regulars. You can even incentivize return customers with loyalty programs, specials and discounts.

  But if you operate an establishment that serves alcohol, one of the most crucial reasons you should get to know your customers is so you can determine if they have had too much to drink on any given occasion.

  When you get to know your regular customers, you’ll not only become familiar with their favorite appetizer or drink order, you’ll get to know their jokes, their mannerisms as well as how they act when they are completely sober—and how they act after they have had a little too much to drink.

  Their demeanor may change once they have had an alcoholic beverage or two. And this is important to pay attention to. This is why it is particularly important to train staff on how to detect whether someone has been drinking before they enter your establishment.

  If a regular comes in completely sober to your knowledge, you and your staff can then watch for those cues once they start ordering some drinks. This is not only for the safety and protection of your establishment, but it’s the ethical common practice of taking care of your customers and ensuring they don’t put themselves into a dangerous situation after having some drinks at your bar—such as behind the wheel of their vehicle.

  As bar and restaurant owners, of course you’re in the business to make money, to create a place of community for people to come eat, drink and be social. But you must also take on the responsibility of ensuring, to the best of your ability, that your customers can get to their next destination safely once they walk out the door.

  It’s also important to conduct your establishment according to the law… particularly in the face of the trend wherein lawsuits are getting funded like businesses.

  This trend involves private equity money going to help fund lawsuits for people that get into accidents and want to fight the insurance companies. With more capital, attorneys are able to stretch out their cases, and they are able to take on more cases.

  In cases like this against an establishment such as a bar or brewery, you have a more sympathetic jury and social inflation working against you. From a social standpoint, people look at the establishment, whether it’s a bar or tavern, as the corporate bad guy. Regardless of the facts and characteristics of the case or what actually happened, this can become a bad situation for the establishment and the defense attorneys that are representing them. It becomes more and more difficult to fight it off when the plaintiff’s attorney is being funded by a lot more money through private equity.

  This, in particular, is why it is more important than ever for bars and establishments that serve alcohol to have air-tight protocols, solid and ongoing staff training and other safety practices in place. Training employees on the necessary rules regarding serving alcohol should be coupled with training them on how to determine whether someone may be inebriated, or on their way to that point.

  I cannot stress enough the importance of timestamped video surveillance in and around your establishment. Have it, and hold onto it for at least 30 days.

  Depending on the type of establishment you operate, having security personnel outside your facility, such as in the parking lot, as well as at the door, is also essential. Having proper documentation in place, and having it easily accessible, is also important. Having the right documentation is only half the battle—you have to be able to prove you have it when the time comes.

  Overall, developing personal relationships with your customers is primarily about enjoyment from everyone’s perspectives. Hopefully, in the course of your business, a lawsuit will be a non-issue. But something as simple as awareness of your customers—who they are, what they order and how they act based on that order—can be an undervalued safety tool that you and your employees should all take into consideration.

  Out of his passion for serving the restaurant and hospitality industry, David DeLorenzo created the Bar and Restaurant Insurance niche division of his father’s company The Ambassador Group, which he purchased in 2009. For more than 20 years, he has been dedicated to helping protect and connect the hospitality industry in Arizona.

For more information visit…

barandrestaurantinsurance.com

astronaut standing on moon holding a glass of beer

Revolution & Evolution of Our Drinking Culture

Cyndi

By: Hanifa Sekandi

It is 2025, hold on to your beverage marketing seats, this ride is about to get interesting. With health, wellness, and affordability at the top of consumers’ minds, beverage marketers must rethink their approach to appealing to consumers. Balance is key and this is what people seek. People are looking for beverages made with quality ingredients at affordable prices. The more in-know consumers become, courtesy of social media platforms like TikTok (which followers deem the people’s University) the more eyes will be on your brand and every detail will be scrutinized. The beverage industry is experiencing a revolution that requires brands to evolve and expand.

  Before diving into the future, it is essential to take an expedition back to the past and look at how beverage trends have evolved. Also, cultural shifts are new or borrowed from the past as trends tend to be cyclical (think wide-leg jeans and bell bottoms), simplifying their lives and but full of meaningful experiences. When looking at the popularity of the vintage consumer goods market and how vintage merchandise from beverage brands is valued, the adage “never throw out a timeless item” holds. Beverage brands have leveraged this and implemented elements from decades past marketing strategies into current campaigns. The rebirth of vintage merchandise will be a trend to watch. It will surely become popular among brands during this beverage revolution.

Beverage Marketing of Yesteryear

  A cultural shift brands will see in 2025 is value-added marketing. What does this mean? Brands must clearly state what value their beverage adds to their consumers. Marketing strategies need to be clear and concise. The pomp and circumstance that captivated consumers in the last decade is over. Even the luxury goods market is seeing a shift in consumer response to out-of-touch marketing campaigns or campaigns that push social issues while selling their products. Brands need to understand their place in the lives of their consumer. Brands that refuse to adapt to this shift will lose favor.

  What beverage brands can borrow from marketing strategies from the fifties to the nineties is relatability. During this time, beverage brands understood that it was their job to fit into the consumer’s lifestyle rather than trying to entice consumers to fit in with them or join a movement. Yes, adorning adverts with celebrities by beverage companies was certainly not unusual, but seeing everyday people in advertisements was the norm. Casting an unknown who would become the face of the brand appealed to the aspirational dream that anything is possible. Depicting families in wholesome interactions also demonstrated to consumers that family is the cornerstone of society and as a brand we are here to support this ideal.

  Consumers could see themselves in marketing campaigns, this would be more than enough. Modern marketing focuses on what could or should be. Who are brands to decide who or what consumers ought to be? This evolution will spur a revolution of consumers demanding their agency back and hence their buying power will teach brands now more than ever who they should be to their desired consumer. With this evolution, brands will become the student and the consumer the teacher.

Is the Party Over?

  It is not that people do not like to imbibe or celebrate over a good cocktail. The issue is that modern marketing has lost its connectivity. Consumers recognize this in every facet of consumerism. This has led them to look to the past. Their childhood, their parent’s childhood to find glimmers of simplicity and joy. Consumers desire relatability. When looking at an advertisement from Budweiser in the 1950s, the social milieu of that time is quite evident, stereotypical, at times questionable, sometimes even offensive and, for some, sexist. These advertisements not only performed well but also spoke authentically to the consumer because society was family focused. Beverage brands also knew that their beverage was an optional choice. Marketers knew they needed to position themselves as something that fit an existing lifestyle. This is the shift that is taking place in drinking culture. How does your brand fit?

  The working woman also wants to entertain her family or her significant other in the comfort of her home. She loves her independence but also loves having people to lean on. The modern man does not find joy in being alone at the bar. Modern advertisements that highlight single and lonely patrons at the bar do not speak to the sincere desire of consumers. People feel disconnected and desire connection. The idea that drinking alone is empowering will not support the evolution of drinking culture. Nor does it capture what people truly desire. Also, loneliness is not a trend. It is a state of being that most do not long for in their lifetime even with a drink in hand or otherwise.

  Ads that target a small segment of society to the greater whole should be abandoned. This does not mean that brands should not focus on their targeted consumers; it means that they should lean away from social ideals that do not reflect the consensus of the modern consumer. Moreover, marketing strategies should focus on lifestyle rather than current societal norms or politics. Customers are influenced by the choices of their peers and beverage companies should keep this in mind. Believing your brand is so influential that it controls how people feel about life and their decisions; is a road no brand should walk down in 2025 and onward.

Lifestyle Focussed Marketing

  Brands that seek inclusivity should consider this when crafting their beverages. Consumers desire access to products free from seed oils, harsh preservatives, and additives. It is about access and, therefore, should be quality regardless of the price point. Marketing your beverage at low prices with low-quality ingredients paired with a marketing strategy displaying that this brand is for everyone is misleading and dishonest. Everyone should have access to good-quality beverages made by brands that do not cut corners for profit.

  High-end brands are not simply aspirational because they signify an elevation of status. The appeal is also the quality of the beverage as it conveys vitality when consuming this beverage. Your beverage may contain low-quality sweeteners while other market choices consist of honey, monk fruit, or maple syrup. Understandably, you should consider costs when making a beverage and cheaper ingredients may save money in the short term, but as consumers become more knowledgeable about ingredients, it will impact sales and long-term profits. A seasonal beverage consisting of low-quality ingredients sold during the holidays may get a pass but one sold throughout the year may experience a dip in sales over time.

  It is essential to think ahead and move with the changing times. Reformulating your current product line is a good start. It will also allow your brand to revamp its branding and marketing strategies. New and improved campaigns perform quite well. It also demonstrates a commitment to your consumer.

  It has been a long time since brands have been under the microscope. The 2000s ushered in what consumers see today from beverage brands. Brands pushed the envelope with marketing campaigns. While doing so exhausted their budgets on being the next best beverage, and this worked. It complimented the culture of the time. Drinking culture is shifting once again. It is a fast-moving evolution that has its foot in the past but also the future. A future where people value the nostalgia of their childhood. A time when beverage brands were a fixture during sincere moments of joy and laughter.

The Role of Visual Storytelling in Craft Beverage Marketing

Cyndi
photo showing multiple cell phones with photos and other images

By: Jake Ahles, Morel Creative

In today’s competitive market, visual storytelling has shifted from a “nice-to-have” to an essential tool in brand building. Many brands, especially emerging ones, view cohesive visual storytelling as unachievable or reserved for big players with larger budgets. Instead, they focus on updating Instagram or TikTok sporadically, hoping this will carry them from the fringes to the forefront of their industry. However, effective visual storytelling is no longer a luxury limited to the big brands. A cohesive, clear, and consistent storytelling strategy can be the key to scalable, sustainable growth for any brand willing to invest the time and effort – with tangible ROI.

  It’s the brands that devote meaningful time and resources to visual storytelling that rise above the noise. This doesn’t mean investing millions in a Super Bowl commercial. Nor does it mean posting on social media multiple times a day – or even daily. It means understanding and showcasing what makes your brand unique—those elements that form your brand’s DNA and resonate deeply with your target audience. Successful brands know that product facts aren’t enough. They must connect with their audience’s aspirations and solve their pain points.

  Your brand lives in the minds of your customers. Effective storytelling allows you to shape how they perceive you instead of leaving it to chance. Storytelling is your brand’s superpower, making your product not just visible, but irresistible. Here’s the hard truth: your customers don’t care about your product. They care about what your product does for them—how it makes them feel, how it alleviates a problem, or helps them reach a goal.

Overcoming Barriers to Visual Storytelling

  Many brands avoid visual storytelling. They worry about its time, effort, and measurability. Let’s address these challenges directly.

1.           Time: A structured, strategic plan can save time in creating visual content. A defined storytelling framework avoids last-minute content scrambles. Instead, you’re building a library of assets that can be reused and repurposed, saving time in the long run. Also, a good storytelling strategy lets brands produce 3+ months of content from a single production.

2.           Effort: Crafting a visual storytelling program is undoubtedly a commitment, but the rewards are proportional. By putting in the effort to build a cohesive visual story, you’re setting the stage for long-term brand loyalty, engagement, and differentiation. A stage that meets your B2B goals and B2C needs for sustainable, scalable growth.

3.           Measurability: Brand growth and storytelling don’t always have short-term sales metrics. But, that doesn’t mean they lack value. Brands that implement consistent visual storytelling and brand-building practices are often the ones that attract investors, raise capital, or get acquired. Longevity is what investors are after, not a flash-in-the-pan ‘viral video’. Brands with strong storytelling have gained trust and emotional connections with their audience. This is vital for long-term growth and market leadership.

The Power of the 4Cs: Cohesion,

Clarity, Consistency, and Connection

  To build a visual storytelling program that showcases how your product can solve customer pains and help them reach aspirational goals, focus on these four key principles.

1.           Cohesion: A cohesive video and photo content program works together to tell a unified story. Every piece of content, from social media to packaging, must capture your brand’s essence and story. Cohesion reinforces recognition, trust, and loyalty among your audience.

2.           Clarity: A clear brand story differentiates your offerings in a crowded market. When your audience easily understands what sets you apart, they’re more likely to engage, trust, and remain loyal to your brand.

3.           Consistency: Consistent messaging reinforces your unique selling proposition (USP) and builds trust. By consistently communicating what makes your brand special, you create a dependable, recognizable image, fostering long-term relationships with consumers.

4.           Connection: Emotional connection is crucial for brand loyalty. Addressing your audience’s pain points and hopes makes your content personal. It drives engagement and advocacy, improving brand perception and sales.

Defining Your Unique Selling Proposition (USP):

By clearly defining your USP with the F.E.E.E.D. ingredients we discussed in a previous article and implementing the 4Cs, you position your brand to stand out and rise to market leadership. Defining your brand’s core ingredients and values—the “story” that makes you different—is essential to cutting through market noise. A solid USP, when done well, boosts your value to your audience and potential investors. It makes your brand more attractive for acquisition or investment.

How Visual Content Can Elevate Your Brand

Positioning as a Premium or Trusted Choice: Intentional, professional visual content helps position your brand as high-quality and trustworthy. In a market where consumers are increasingly discerning, the quality of your visual storytelling can be a powerful signal of your brand’s reliability and value. Premium content boosts your brand’s image. It makes you a top choice as a craft brewery, distillery, or kombucha maker.

Driving Engagement and Loyalty: Great storytelling keeps your customers engaged over time, encouraging loyalty and repeat purchases. Instead of pushing your product on every platform, focus on building a relationship. Show your brand’s personality. Share behind-the-scenes glimpses. Showcase the faces behind the product. When your audience feels connected to your brand, they’re not just buyers—they’re advocates.

Creating Share-Worthy Moments: In today’s digital age, shareable content is a key driver of organic growth. When your content resonates, it invites your audience to share it, amplifying your brand’s reach. Create shareable moments. It could be a beautiful bottle, a relatable brand message, or an impactful video. Let your audience become your brand ambassadors.

Implementing the 4Cs in Your Visual Storytelling Strategy

  To start building a visual storytelling strategy, think benefits first, then features. Begin by listing out the core facts and features of your brand and product. Next, identify ways to use these features to educate, engage, and connect with your audience emotionally. Ask yourself:

•             How does my product solve a problem for my customer?

•             How does my brand help my audience reach an aspiration?

Combine the facts and features that engage, educate, and connect with your audience emotionally. This forms the foundation of your brand’s story and a true differentiating factor—a Unique Selling Proposition that resonates.

  This process allows you to plant the story of your brand in the minds of your target customers. It’s no longer just a product; it’s an experience, a solution, a part of their lives.

  By addressing the perceived obstacles of time, effort, and measurability, and focusing on the 4Cs, craft beverage brands can use visual storytelling as a vehicle for growth. When your brand’s visuals show not just what you offer but why it matters, you invite customers to be part of your story.

  Embrace storytelling: Let it turn your brand into a compelling choice that customers are proud to support and share.

Keeping Your Business Safe During the High Season of “Holiday Spirit”

Cyndi
photo showing many patrons at a bar sitting at the bar

By: David DeLorenzo

As the year comes to a close and a new one begins, many bars and restaurants are in their high season. The combination of out-of-towners as well as families and friends gathering to celebrate the holidays can lead to a successful season for those in the hospitality industry. But it can also bring additional safety concerns for business owners. While the holidays are for celebrating and good times, they are no time to get lackadaisical on important safety protocols. Here are some tips and reminders to minimize loss control throughout the holiday hustle bustle:

Train employees properly — Your staff members are the gateway to your success. Many customers will chose an establishment for the customer service. So hiring friendly, welcoming staff is key. However, it’s also important that those employees not only know how to treat the customer, but that they are well-trained in the safety protocols of your business. This extends to interaction with the customer as well as safety protocols in the kitchen. Staff members should be highly trained on not only their area of service (bartender, server, cook, dishwasher and host, for example), but the entire restaurant’s. Ensuring this can help you run a tight ship — and keep everyone safe.

  It’s highly researched and proven that people overconsume more during the holidays, with some sources stating December through March as the range in which alcohol consumption spikes. This is great for business if you are a bar and restaurant owner. However, it can also bring unwelcome consequences if you and your staff are not carefully abiding by the laws and maintaining your own protocols when it comes to serving alcohol.

Maintain camera footage — Having timestamped video footage can truly be a lifesaver in the case of an incident involving customers or staff. Think of video surveillance as a safety net for your business — one that you need to maintain. I highly recommended holding onto camera footage for longer than 30 days, even if you don’t think there was any incident during that time. This can be one of the most persuasive pieces of evidence in the case of a lawsuit and you won’t regret having it if that time ever comes.

Check IDs (and check them twice) — It’s better to be over cautious than under cautious, particularly at this time of year. Overserving is one thing, but overserving a minor is quite another. Make sure servers always check IDs and don’t be hesitant to have another staff member give it a look or ask for a secondary form of ID if there is any question about validity.

Security isn’t seasonal — Depending on the type of establishment you run, consider heightening security during holiday and high seasons. When overconsumption increases, this can lead to poor decisions and aggression. Having added security to support double-checking those IDs and for ensuring no one enters your establishment that has already been drinking in excess can help save your business. It’s also beneficial to hire someone that has a background or experience in security. This role requires brains and brawns.

  The bottom line is that just one claim, at any time of the year, can result in a 50% to 100% increase in your insurance rate for the next year, at least. And for the most part, this is avoidable by taking these simple precautions.

Look Ahead to Set Yourself Up for Success in 2025

Stay on top of your premiums payments — As the holidays come to a close, it’s important that your businesses finances are kept up to date and that you’re making timely payments on your premiums. They are the bedrock of your coverage — not just to keep your policy active, but to ensure that when the unexpected happens, your policy stands strong, ready to protect your establishment. If you keep up to speed on your premiums payments you won’t have to worry about any gaps in coverage that could sneak up on you in the new year.

Have, and be able to access, documentation — It’s also important to make sure your documentation and certifications are in order (and easily accessible) in the event of an audit. It’s crucial to understand that audits are not just about numbers but about ensuring your coverage reflects your reality. This will safeguard your establishment against the unexpected.

  Speaking of documentation and certifications, they are the tapestry of the hospitality industry and the shield of protection for your business. It’s not only important to have them but be able to access them when needed. When looking ahead to 2025, consider upgrading your organization systems. For example, you can invest in an app that allows you to consolidate your documentation and certification into one easily accessible format that you can get to at a moment’s notice. It’s not just about having the proper documentation and certifications, it’s about proving that you have them.

Work with a trusted specialist — End of year is a good time to review your policy, which should be done annually. When doing so, make sure you meet with an experienced specialist that is well-versed in the intricacies of your industry. At the end of the day, the rate is the rate. Unfortunately, this is the result of the amount of lawsuits that occur.

  However, if you find a specialist who works with businesses in your industry, you’re paying for the expertise that they can bring when advising you on your policy. This is invaluable, especially if you ever do get into the unfortunate instance in which a claim is filed against you, a staff member or your company as a whole.

  An experienced and knowledgeable insurance broker can review your current policy to ensure the documents are accurate and that they truly represent your coverage. They can also advise you on the importance of life insurance and buy-sell agreements. For many restaurateurs, these can seem like investments for the future. However, they are actually the lifelines of today, to make sure that your business not only survives, but thrives, even in the case of the unexpected.

  Consider your broker your partner in your thriving business. They will help you through the good times and bad. More than simply selling you a policy, a trusted insurance partner will be able to provide you with peace of mind, assurance, and a shared vision for the future of your business.

So as you head into 2025, make a list — of the things you need to do in the new year to ensure the safety and protection of your business and your staff members — and check it twice.

  Out of his passion for serving the restaurant and hospitality industry, David DeLorenzo created the Bar and Restaurant Insurance niche division of his father’s company The Ambassador Group, which he purchased in 2009. For more than 20 years, he has been dedicated to helping protect and connect the hospitality industry in Arizona. For more information visit barandrestaurantinsurance.com.