Category: Marketing

hands holding small barrel pouring whiskey into a glass

Beyond Pretty Photos and Videos:

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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

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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

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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

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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

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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”

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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.

Why Authentic Marketing Wins

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stacked beer barrels with various brand names of beer manufacturers

By: Hanifa Sekandi, Staff Writer

Authenticity wins the day. This is a cliche saying that rings true in today’s complex marketing landscape. People are not easily fooled by inauthentic brands. They prefer brands that convey truthful marketing strategies and products that support their claims. Your consumer desires connection. They desire to be valued and respected. The money they spend on your beverage is money hard-earned. Brands should move from the notion that their consumer is just a commodity that lines their pockets. Your consumer is your lifeline. They keep the doors open and keep you relevant.

  This does not mean that you cannot devise over-the-top marketing campaigns. Of course, draw your consumers in with out-of-the-box marketing campaigns. It illustrates that you believe in your product and care about your consumers buying choices – so much so that you will go above and beyond to maintain their brand loyalty while keeping them entertained. A good example of this is popular comic book films. There is a loyal consumer who loves the books and anticipates a big-screen release. A creative ad campaign or movie trailer excites loyal fans. However, things can go wrong quickly if the marketing strategy deviates from what is expected. Die-hard fans prefer familiarity and authenticity. They do not take well to brand reinventions that are gimmicky or inauthentic.

  So, how do you become an authentic marketing expert? How do you win as a beverage brand with authentic marketing?

  There is a lot of competition. Keep your eye on the prize, your consumer. Every brand should have an ideal consumer profile. This archetype needs to be well-researched. Keep in mind that it is not your job to tell your consumers what they need; your goal is to show them that you are a brand that understands their needs. Your beverage is the missing piece to the puzzle. For example, Chill House Ale is the beverage that adds to a warm-cooked meal or Sunday night football.

How to Attract Consumer Loyalty

  The simple answer is research. But the most honest answer is a good marketing strategy. Research is everything in the beginning stages of brand development, but it will not be enough with a subpar marketing strategy. Yes, an in-depth understanding of your audience is essential. But, it will not help you connect with your audience or increase brand awareness if you do not know how to turn heads. Give people something to talk about. One could argue that there are a lot of great beverage brands no one knows about that are better than many popular legacy beverage brands. Why? Brands underestimate their marketing spend. They spend a lot of money on packaging and branding, forgetting that a great label is a good start but will not solely sell your brand.

  So, now you have your branding in place. In your mind, your beverage is of great quality and packaged well. Where do you go from here? Chase your consumer. Yes, that is right. Go to where they hang out. Become your consumer so you can understand their buying decisions. Do you need to start local? Get your beverage distributed at local bars and restaurants. Is your consumer an adventurist who loves the outdoors? Go to the places and spaces where your consumer finds joy and comfort. Build relationships with businesses that have built a relationship with your consumer. If your consumer likes to ski and loves colder weather activities, host a night at a popular bar in Whistler or Vail.

  Would you like to attract football fans? Have you ever thought about tailgating with the fans? Join in on the festivities. Show your consumers that you are like them and you enjoy the activities that they do. Make sure your approach is authentic. Tailgating culture is about a community of sports fans sharing their love of the game. Are you the quintessential football beverage brand? If you are the new kid on the block, you will benefit from spending time with your consumer. This will help you make better marketing decisions. Get honest feedback about your packaging or flavor profile. Everyone on your team should participate in field marketing, even the CEO. To be authentic, remember you need to show up more than once. Commit to tailgating with football fans as much as possible. Be the familiar brand that shows up rain or shine because you love the game and want to be a part of the community.

  Simply put, you attract your consumer by acting like your consumer – by embodying who they are and what they desire.

How to Create an Authentic Connection

  Connecting is easier than you think. Be who you say you are, nothing less and nothing more. Imagine buying a beverage for many years; you love this brand because it is consistent – same great taste and quality. Then, one day, you take a sip, and something is off. You read the label and realize they added in another ingredient. It is a slight deviation from the previous beverage you loved, but it is not the same. You give it another try but realize it no longer meets your expectations, so you decide to move on to another beverage you like or a brand that always stays consistent.

  Just like all relationships in life, being consistent builds authentic relationships. Are you a beverage brand that stays true to your mission statement? Your consumer promise? Or do you cut corners when there are higher gains at stake? Are you driven by popularity and the short wins that happen when you chase social media trends? Authentic connections take time to build and seconds to break. This is where a lot of brands struggle. It is enticing to jump on the viral bandwagon. It pays off for some brands, but it does not work out quite well for others. New brands can benefit from viral trends since they are still in the audience-building stages. Brands with an existing audience they worked hard to captivate can fall short if they jump on a trend that could alienate their consumer.

Why No One Believes You

  Are you struggling to build a loyal consumer base? Ask yourself, would you buy this product if you saw it in the store? Are you compelled to buy this beverage when you see a social media post or ad? If your marketing strategy does not excite you and your team,  it will not excite your targeted consumer. Remember, the first consumer of your beverage is you. Consider the time you spend perfecting the taste, sourcing quality ingredients and finding the right bottle and label. The love of the product must occur during these stages. Amongst other beverage brands, you should see your product as the diamond in the rough – the beverage you would reach for on a busy liquor store shelf where the choices are endless. There are so many beverages to choose from, but it is the winner every time.

  Belief in your product shows in every detail. Fortunately, brands can reach their audience without paying millions for traditional marketing. Out-of-home marketing is not affordable for everyone. The online landscape allows brands to create authentic ads. Each day, a brand can seize the moment and create a timeless video that best illustrates what it represents and how this beverage was made with pure heart and dedication – a beverage brand for the people. These are people who look for connection, work hard and want to know that you care. This product is more about them than it is about you. As a brand, if you can demonstrate this, people will believe you.

  It is okay to go back to the drawing board and start again. Many brands refresh their websites and social media channels. If there is room in your budget, hire a brand strategist who can give you a 360-degree view of your brand and what it needs to capture an audience. Be sure to hire someone or an agency with a track record within the beverage industry. Every penny spent should be well earned, so choose wisely. For some brands, it is beneficial to hire a marketing strategist who will work exclusively with your company. It may take some time before you make headway. Meanwhile, having someone in-house will allow for more room to grow organically and authentically.

Putting Your Tasting Room to Work

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Bar and tap handles at Basecamp Brewing Company, a popular craft brewery in Portland Oregon.
PORTLAND, OR – OCTOBER 24, 2015: Bar and tap handles at Basecamp Brewing Company, a popular craft brewery in Portland Oregon.

By: Mark Colburn

Don’t underestimate the importance of the bar/beer tender as the initial brand ambassador which is a 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 with trivia or bingo nights in an attempt to generate patronage. These may help somewhat. An alternative to this, that I like, are car shows at the tap or tasting room, brewery, distillery, or winery. 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 quality beverages. 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 for 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 procure a date for a future meeting, PREPARE for this opportunity. Preparation and REHEARSAL are imperative for this rare chance to positively influence your audience. On preparation, I would have your best presenter give a detailed summary (10-12 minutes maximum) on 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 I would introduce the sales incentive appearing in the 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/winery/cidery/distillery 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, brewer, distiller, vintner (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 good drink. 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 in your weekly staff meetings.

Key Take Away

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

beer label logo

Upscale Looks Sell Beverages

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Everyone enjoys treating themselves to a premium product

Although inflation appears to be waning, prices at the checkout are still making most shoppers grimace. As a result, many consumers continue to seek bargains. However, they don’t want to feel deprived, so they also look for ways to indulge themselves and decide to purchase quality over quantity.

That’s one reason premiumization is an enduring trend, particularly for craft beverages. A premium image is supported by either or both the package and the label. Craft brewers and producers of craft spirits rely on numerous strategies to evoke a premium image, according to the Craft Beer and Spirits: Success Through Packaging report, published by PMMI, The Association for Packaging and Processing Technologies. Options include:

  • Label aesthetics (high-gloss, vibrant colors, metallization, holographics, peel-back labels)
  • Can shape (tall, squat, shaped)
  • Smart, interactive technology [radio frequency identification (RFID), near-field communication (NFC), Quick Response (QR) Code, augmented reality (AR)]
  • Novel shapes (flexible packaging where rigid is common or vice versa)
  • Premium bundling (e.g., gift boxes with accessories like glassware)
  • Dual-chamber bottles (especially for ready-to-drink cocktails)
  • Personalization.

Labels deliver a premium presence via visual, tactile, and/or smart features, which communicate a feeling of luxury and exclusivity. Visual tools include high-gloss finishes; metallic flourishes with ink and foil; glitter, spot, and holographic effects; laser cutting; die-cutting; and clean lines with sharp colors, which deliver shelf impact. Many of these visual features now can be delivered economically via shrink sleeves or digital printing/embellishment and open the door to inventorying bright stock rather than large quantities of pre-printed cans and labels. Digital foil embellishment continues to evolve, efficiently reproducing smaller lines and finer text, supporting variable printing, and improving economics.

Tactile features create a unique, pleasing, or unexpected sensory experience for consumers. The appeal can be so strong that the consumer can’t resist picking up the product and touching it, making it much more likely to go into the shopping cart. Tactile options include a texture to enhance a graphic element, touches of leather or other unique materials, etching, and embossing.

Smart features deliver functionality to facilitate a premium experience, build brand identity, and differentiate the product from its competition. According to the report, interactive features such as RFID, NFC, QR Codes, and augmented reality (AR), link the consumer directly to relevant, engaging content designed to enhance a luxury experience. AR-enabled packaging can deliver immersive experiences, such as virtual product demonstrations or interactive games. This interactivity builds brand loyalty.

QR codes can be scanned by the latest smartphones without downloading a third-party app. A scan of the code sends the user to a website, typically a custom landing page, which displays specific product information like the origin of the recipe or ingredients or special promotional offers. The scan also can provide an easy way to offer feedback about the product. For the processor, wholesaler, or retailer, a QR code can help enhance transparency and consumer engagement, support geolocation and tracking, discourage counterfeiting, and provide analytics to monitor and project sales.

Looking beyond the label, the package itself can project a premium image. This may be accomplished by choosing a novel format, e.g., a paper bottle or a flexible package for a product that is typically sold in a rigid container. Other tactics include differentiation via functional features like easy-open/reclose or innovative dispensing capabilities, launching specialty releases celebrating a season or commemorating an anniversary or other occasion, and presenting limited-edition products, collector’s packs, or gift packs, which may include complementary items such as related products, accessories like glassware, and/or certificates of authenticity.

These specialty releases often rely on upscale secondary packaging such as premium cartons with clear windows, handles, or elaborate embellishments utilizing technologies like metallizing or embossing. In some cases, secondary packaging may transition to non-standard options like wooden boxes, fabric pouches, or metal tubes/tins. Personalization also may play a role. This can include names, greetings, or codes etched in a glass bottle, embossed effects on glass, plastic, or metal containers, and variable printing on labels, pouches, cans, or cartons.

However, despite the audience appeal, an upscale packaging format can be challenging to execute efficiently especially if volumes are lower and special handling is required. In that situation, it may make sense to hire a third-party packager to handle tasks that are incompatible with in-house equipment. Premium embellishments also can carry a premium price tag, which may preclude their use. However, newer technologies can add embellishments more economically. For example, presses equipped with cold foil modules can minimize the cost of adding a metallized effect.

Another hurdle to premiumization is sustainability. An upscale image can’t come at the expense of sustainability. When indulging in a premium beverage purchase, consumers still look for eco-friendly attributes like recyclability, recycled content, renewable sources, lower reliance on plastic, reusability/refillability, compostability, and progress toward environmental, social, and governance goals such as a reduced carbon footprint. Whatever the choice, the packaging should provide clear instructions for disposal when it is empty. Third-party certification of environmental claims also should be considered to reassure consumers and prevent accusations of greenwashing.

Fortunately, premium embellishments do not necessarily harm sustainability. To enhance recyclability, it’s possible to specify shrink sleeve labels that are recyclable with the container or are easily separated in the recycling process. Metallized film and paperboard are compatible with recycled content. Many metallized substrates also are completely recyclable with non-metallized counterparts and have third-party certification to verify the claim.

Beverage makers will find the latest innovations in premium labeling and packaging at PACK EXPO International (Nov. 3–6, 2024; McCormick Place, Chicago). Making its PACK EXPO International debut, Sustainability Central (located in West Hall, Booth W-21020) will take an expansive look into packaging sustainability and what it means to brands, including expert speakers, and a look at actionable, sustainable solutions in manufacturing, materials, recovery, logistics, analytics, and design. Attendees will hear from industry experts on a range of packaging sustainability topics and learn how to make their brands more sustainable.

Another new show feature, Emerging Brands Central (Booth W-20049), offers the information needed to project an upscale image via an educational stage offering 30-minute presentations on product development, packaging innovation, and scaling strategies.

Other educational sessions will be offered on the Innovation Stage (Booth N-4560, N-4580, and N-4585), the Processing Innovation Stage (Booth LU-7147), the Industry Speaks (Booth N-4565), and the Reusable Packaging Learning Center (Lakeside Upper Level in the Reusable Packaging Pavilion). With more than 150 educational sessions on the show floor, PACK EXPO International is a hub for education and thought leadership where industry experts share timely knowledge on the latest topics and trends in packaging and processing.

The most expansive and all-encompassing packaging and processing industry event in 2024, PACK EXPO International, will feature 2,500 exhibitors offering solutions to many of today’s biggest manufacturing needs from an intersection of industries to 40-plus vertical markets. More than 45,000 attendees from consumer packaged goods and life sciences companies worldwide will converge, searching for innovation, connection, and insight. For more details and to register, go to packexpointernational.com.

Craft a Unique Brand Story for Your Brewery/Distillery

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photo says what is your story

By: Jake Ahles, Founder: Morel Creative

I love this product; others should too!” It’s a tale I hear time and time again. The truth, however, is this: to attract customers and keep them coming back, you need more than a love for your product, even more-so than a great product. In reality, customers aren’t buying your product. They’re buying their perception of your product. So, you ask, how do we build the perception of your product in the customers’ minds so that it matches the way you see your beloved product? The answer is: your brand story.

  A compelling brand story transforms your products from mere commodities into visceral experiences, establishing an emotional bond that keeps customers returning for more.

What Is a Brand Story, and Why Is It Important?

  A brand story is more than a narrative. It’s your brand’s essence, encapsulated in a message that resonates with your target audience. It’s the who, what, and why behind your brewery or distillery. It’s the emotional connections your brand forms in consumers’ minds. It tells your customers how your brand solves a pain point in their lives or helps them achieve a goal. A strong brand story is critical. It does more than tell people what you sell. It plants your brand in your customers’ minds, shapes their perception and builds deep loyalty.

  A great brand story can make your brewery or distillery a must-visit and it will set you apart from the competition.

Understanding Your Brand: The Foundation of Your Story

  Before you can craft a compelling brand story, you need to understand the core elements that make up your brand. Facts are important for your brand. Vitally so. But, are you sharing facts that will build lifelong customers or are they just interesting tidbits? Effective facts and features include:

1.           History and Origins: Where did your brewery or distillery come from? What inspired its creation? An origin story builds authenticity and connects with your audience. It’s a powerful tool.

2.           Mission and Vision: What does your brand stand for? What future are you trying to create? A clear mission and vision guide your story. They ensure consistency in your messaging. This is where we can introduce emotional elements. We like to think we’re logical but we often buy with our emotions and then we use logic to justify those feelings.

3.           Core Values: What principles guide your operations? Your core values reflect your brand’s character. They shape how people perceive your story.

Identifying Your Unique Selling Proposition (USP)

  Your USP is what sets you apart from competitors. It’s not enough to simply list your products’ features – you must explain why they matter. Why would the customer care?

Features: What is your product made of? Features are the tangible, factual components of your product. They are often straightforward and objective. They include the ingredients, the process, and the equipment used. These features are key to the product. They may not be flashy, but they are critical to a customer’s understanding of your product.

Advantages: Why is this feature good or desirable? Advantages are the reasons why these features are valuable. They are the unique characteristics or improvements that set your product apart from others on the market. The key here is to identify what makes these features desirable and how they enhance your product’s appeal compared to your competitors.

Benefits: How does the advantage help your customer? Does it ease a pain point or help achieve a goal? This is where you connect the dots to the customer’s experience. Benefits are the emotional and practical reasons to care about the features and advantages. They provide the context that explains why your product matters to the consumer.

Example: Let’s take a feature of your whiskey: it’s aged in oak barrels.

•             Feature: The whiskey is aged in oak barrels.

•             Advantage: This aging process imparts a unique flavor profile, including notes of vanilla, caramel, and spice, which are highly sought after by whiskey enthusiasts.

•             Benefit: For the customer, this means a rich, smooth, and complex taste experience that stands out from other whiskeys. It offers a blissful moment of joy. Whether they savor it neat at the end of a long day or share a special bottle with friends. This sensory experience can make them feel sophisticated and connected to the craftsmanship behind the product.

Consider another example: You use a unique, proprietary fermentation method in your craft beer production.

•             Feature: The brewery produces the beer using a proprietary fermentation method.

•             Advantage: This method develops a wider range of flavors. It results in a beer with a unique taste, unlike any other on the market.

•             Benefit: For the customer, this translates to a novel drinking experience—something new and exciting to explore. It caters to craft beer lovers seeking unique flavors and new brews. By trying your beer, they feel part of an exclusive group that appreciates and recognizes the artistry and innovation in the brewing process.

Target Audience: Who Are You Telling Your Story To?

  Knowing your audience is key to crafting a story that resonates. Start by identifying your customer demographics—age, gender, location, and lifestyle. Then, dive deeper into understanding their preferences, needs, and pain points. What are they looking for in a beer or spirit? What are they looking for in a tasting visit? What experiences do they value? A brand story that addresses these aspects will be more relatable, memorable and impactful.

The F.E.E.E.D. Framework: Structuring Your Brand Story

  At Morel Creative, we use the F.E.E.E.D. Framework to help brands develop their unique story. This approach ensures that your brand story is not only compelling – incorporating features, advantages, and benefits – but does so in a consistent and cohesive manner that is aligned with your brand’s core values.

•             Facts: Like the features we discussed, start with the key facts about your brand—your history, product features, and processes. But don’t stop there. Focus on the facts that matter to your audience. They should help solve a problem or fulfill a need: the advantages.

•             Engage: Connect with your audience. Show how your brand relates to their lives. This could be through shared values, a common passion, or even a shared challenge.

•             Educate: Inform your audience about what makes your products and/or process special. This could include your brewing process, unique ingredients, or innovative techniques.

•             Emotion: Evoke feelings through your story. Emotions strongly influence decision-making. They can come from nostalgia for an old family recipe, the thrill of trying something new, or the comfort of a trusted brand.

•             Differentiate: Combine the elements above to create a USP that stands out. Your differentiation should be clear and compelling, giving customers a reason to choose your brand over others. Plant your flag in the ground and claim your brands territory!

Crafting the Narrative: Bringing Your Brand Story to Life

  Once you have the key elements of your story, it’s time to weave them together into a compelling narrative. Here’s how:

•             Storytelling Techniques: Use storytelling techniques to make your narrative engaging. This could include using a protagonist (your brand), a plot (your brand’s journey), and conflict and resolution (challenges the brand has overcome).

•             Consistency Across Platforms: Your brand story should be consistent across all platforms. This includes social media, your website, in-store experiences, and your packaging. Consistency builds trust and reinforces your brand’s identity.

•             Incorporating Visuals and Media: Visual content is a powerful tool for storytelling. Use high-quality photos, videos, and graphics to showcase your narrative. A well-crafted brand video or a series of compelling images can say more than words alone.

  By crafting a cohesive brand story that is consistent across all customer touch points, you’ll set your brewery or distillery up for unparalleled success.

Measuring Success: Is Your Story Resonating?

  How do you know if your brand story is effective? Here are a few ways to measure success:

•             Key Performance Indicators (KPIs): Track metrics such as brand awareness, customer engagement, and sales to see if your story is having the desired impact.

•             Customer Feedback and Reviews: Listen to what your customers are saying. Positive feedback and reviews can be a sign that your story is resonating, while negative feedback can provide insights into areas for improvement.

•             Continuous Improvement: Your brand story should evolve as your brand and the market change. Regularly review and refine your narrative to ensure it stays relevant and compelling.

Start Crafting Your Brand Story Today

  Your brand story is a powerful tool that can set your brewery or distillery apart in a crowded market. By deeply understanding your brand’s point of view, identifying your USP, and using the F.E.E.E.D. Framework, you can craft a narrative that resonates with your audience and builds lasting connections. Start today and watch as your brand’s unique story attracts customers and fosters lasting loyalty along the way.