Category: Marketing

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.

By: Greg Kerr

In the competitive world of craft beer, where new breweries seem to pop up every day, building a strong brand identity is crucial. Your brewery is more than just a place to get a drink or food.  It’s a local gathering and community space with a story, a personality, and opportunities to form bonds. Merchandise can be a powerful tool to elevate your brand and connect with your customers on a deeper level, fostering a legion of loyal fans who will not only return for your latest seasonal brew, but will proudly represent your brand wherever they go.

  Breweries stand in a unique position compared to other  local restaurants or small businesses because people actively want to identify with the brand and find alignment.  You become their safe hangout spot that they can formulate new experiences from and find community. 

  There are some common brand building pieces of merchandise that we see on a regular basis from breweries, and all are centered around focusing on the customer experience and elevating it for them. 

  Enamel pins and challenge coins can be used for a lot of different experiences.

●            Help celebrate seasonal offerings.

●            Serve as rewards for customers unlocking new experiences, e.g. someone has tried X amount of seasonal brews and gets a pin which unlocks discounts or early tastings, etc.

●            As a loyalty club identifier.

●            Brand logo pins for placing on hats, jackets, totes, etc.

●            Challenge coins similar to how people in the military will check to see if you have it on you and if they do, they get a small reward.

●            Pin sets to help bolster the brand imagery.

●            Fun designs linked to the branding or seasonal offerings.

Beyond the Logo Tee or Tote Bags: Cultivating a Brand Experience Through Merchandise

  Forget cheap t-shirts with your logo slapped on them. People are inundated with generic promotional shirts and tote bags that end up forgotten in a drawer or worse, tossed in the trash. When it comes to brewery merchandise, quality and creativity reign supreme. People want unique, high-quality items that they’ll be proud to wear or use. This means investing in customizable merchandise that reflects your brewery’s personality and values.  Instead of just having your logo on everything, find fun ways to reflect the vibe of the company in a way that people want to represent it and use it.  The key in effective marketing is providing value to not only yourself, but to your customer by creating something unique that aligns with your brand. 

Here’s how Your Merchandise can Brew up Brand Loyalty and Boost Your Business

Brand Ambassadors: Walking Advertisements That Generate Buzz.  Eye-catching hats, pins, keychains, tote bags, shirts, or pint glasses become walking advertisements for your brewery. Every time a customer wears a comfy tee featuring your name or uses a stylish tote bag with your art, they’re spreading brand awareness. Imagine a customer sporting your brewery’s hoodie at a music festival or a couple using your pint glasses at a backyard barbecue – that’s free advertising that reaches a whole new audience.   

Increased Customer Loyalty: Fostering a Sense of Community. People who love your beer will love to represent your brand. Merchandise creates a sense of community and belonging, fostering stronger customer loyalty. Die-hard fans will be eager to snap up a limited-edition t-shirt commemorating your latest IPA or a cozy beanie featuring your brewery’s slogan. These items become a badge of honor, a way for customers to connect with your brand and signal their appreciation.

A Walking Billboard: Racking Up Impressions with Every Sip. A well-designed item generates thousands of impressions as your customer carries it around. Did you know that the average tote bag gets over 3000 impressions?  Every time someone uses or wears your merch at the gym or your social gathering, they’re putting your brand in front of a potential new customer.

Additional Revenue Stream: Turning Your Passion into Profit. Merchandise can be a profitable way to supplement your income and reinvest in your brewery. Offer a variety of items at different price points to cater to all budgets. From koozies and keychains to high-end glassware and limited-edition apparel, you can create a selection that appeals to every fan. This allows you to not only spread brand awareness but also generate additional revenue to fuel your brewing endeavors.

Creative Brews, Creative Merch: Going Beyond the Expected

Think Outside the Pint Glass: Unconventional Items that Make You Stand Out. Don’t limit yourself to traditional brewery fare. Offer unique items like enamel pins featuring your hop varietals, keychains shaped like your signature beer bottles, or even custom-designed bottle openers. These unexpected items will spark conversation and help your brewery stand out from the crowd.

Embrace Your Local Roots: Celebrate Your Community. Incorporate local landmarks, ingredients, or themes into your designs. This creates a sense of place and resonates with your local customers. If your brewery is named after a historic building, feature its image on a t-shirt. If your signature pale ale is made with locally sourced honey, design a label highlighting the local bee farm. These touches will show your customers that you’re invested in the community and give them a reason to be invested in you.  Find ways to integrate the community into your artwork.

Get Seasonal: Limited-Edition Brews Deserve Limited-Edition Merchandise. Offer limited-edition merchandise for special releases or seasonal beers. This creates a sense of urgency and encourages repeat customers to visit your brewery or online store to snag the latest collectible. Imagine a commemorative item designed specifically for your holiday stout or a cozy beanie featuring the artwork from your winter ale.  Limited-edition items can be highly sought after by your fans.

TLDR

  Merchandise is an investment, but the return on that investment can be huge. By creating high-quality, creative items that resonate with your customers, you can turn your brewery into a brand they’ll love to represent. Your merchandise will become a badge of honor, a way for customers to connect with your community and celebrate their love for your craft beers.  Like all forms of marketing, the more focused you get on your mission and delivery, the better the results you can get.  You have a real opportunity to strengthen your local community by making your location a desired destination that people want to proudly represent.  At the end of the day, before spending money on merchandise, ask yourself if you’d use it or would want to carry it around?  You can go beyond promotional and into fully custom merchandise that will stand out from the crowd and create truly unique items that represent and promote your company. 

  Greg Kerr is the Owner of Alchemy Merch, which creates custom merchandise for creatives and companies. Alchemy has made over 4 million custom products for artists, brands, and creatives in all fields. Greg guides artists and corporate clients through the process of creating quality custom merchandise that helps them achieve their goals of increased brand awareness, customer loyalty, and more. Alchemy eliminates the pain points of sourcing materials, production, quality control and design that most people encounter when making promotional products versus investing in custom merchandise. Prior to expanding his business and evolving it into Alchemy, Greg founded Pin Game Strong, making custom enamel pins for artists and corporate clients. 

  Art and creativity are in Greg’s blood. He is a musician and performs in a heavy hardcore band. He first started creating merchandise for brands while touring with his punk rock band in the early 2000s. The belt buckles he made for the band caught the attention of other musicians and soon turned into Greg’s first foray into custom merchandise. 

By: Rene Lacad, Founder & Marketing Director – Lacadverstiment

Launching a new beverage brand is thrilling, but it can also feel like diving into deep, uncharted waters. With so many established competitors, getting your brand noticed takes more than just a great product. You need to get creative, connect with your audience, and craft a message that stands out. Whether you’re offering a new line of craft beer with distinct flavors, a wine brand with a unique sustainability factor, or a new twist on an age-old spirit, how you market your beverage will ultimately determine its success.

  But where do you even start? The key is developing a thoughtful marketing strategy that doesn’t just focus on traditional methods. From nailing down your brand’s identity and story to connecting with influencers who share your vision, there are plenty of ways to make a splash.

Crafting Your Brand Identity and Storytelling

  Before your beverage hits the shelves or online store, it’s essential to establish a solid brand identity. This isn’t just about a catchy name or a cool logo — your brand identity is the foundation that influences how people perceive your product.

  Think about what makes your beverage unique. Is it the use of locally sourced ingredients? The story behind its creation? Or maybe it’s the lifestyle it represents, such as health-conscious living or an eco-friendly ethos. Whatever sets your beverage apart should be reflected in every aspect of your branding, from the packaging design to the tone of your social media posts.

  Storytelling is the secret sauce that makes your brand memorable. Today’s consumers crave authenticity and connection, and a well-crafted story can do just that. Instead of simply focusing on the features of your beverage, tell the story of its journey. Why did you create this brand? What inspired you? What challenges did you overcome to bring this product to life? Sharing these details adds depth to your brand and helps potential customers feel like they’re part of your journey.

  For example, if your beverage is a refreshing sparkling cider made with natural extracts, your brand story could focus on the purity of the ingredients and your commitment to sustainability. If your drink is a bold new bourbon blend, the story may revolve around sourcing barrels from small producers to better support local communities and businesses. The key is to create a narrative that resonates with your target audience and showcases your values.

  Consistency is crucial when it comes to storytelling. Your brand’s message should remain uniform across all platforms, including on social media, your website, or in-store displays. This consistency builds trust and recognition, making it easier for customers to connect with your brand on a deeper level. Ultimately, your brand’s story will help turn casual buyers into loyal fans, so make it compelling, authentic, and uniquely yours.

Collaborating with Influencers

  In today’s marketing landscape, influencers are like the modern-day version of word-of-mouth advertising. Collaborating with the right influencers amplifies your brand’s visibility while leveraging their credibility and trust. These influencers have built loyal followings by being authentic, relatable, and engaging, making them the perfect partners to introduce your new beverage brand to an eager audience.

  The key to successful influencer collaboration is selecting the right individuals who align with your brand’s ethos. This isn’t just about choosing the influencer with the largest following — it’s about finding someone whose personal brand and values match your product. For example, if your beverage is organic wine, look for beverage influencers who also dabble in the health and wellness space. If you’re launching a high-energy kombucha, fitness influencers whose content primarily focuses on performance enhancement and physical training would be the ideal partners.

  Once you’ve identified the right influencers, work with them to create content that feels natural and authentic. This could be anything from Instagram Stories showing the influencer enjoying your drink post-workout to a YouTube video where they share how your beverage fits into their daily routine. Whatever you choose, it’s essential that the content feels genuine and not overly promotional. The more authentic the partnership feels, the more likely their followers will trust and engage with your brand.

  Beyond just boosting brand awareness, influencers help build trust because their followers see them as reliable sources of recommendations. Similarly, when an influencer promotes your product, it lends an air of credibility that traditional advertising can’t replicate. This trust factor can be a game-changer, especially for a new brand trying to carve out space in a crowded market.

  Measuring the effectiveness of these collaborations is also key. Track engagement, brand mentions, and sales increases during influencer campaigns to ensure they hit their intended mark. In the end, partnering with influencers allows your beverage brand to tap into new audiences and build strong, credible connections with potential customers, all while creating buzz around your product.

Product Sampling and Events

  When it comes to marketing a new beverage, one of the most effective strategies is simple: let your product do the talking. Offering product samples and hosting events is a surefire way to put your beverage directly into the hands of potential customers, allowing them to experience it firsthand. There’s something undeniably powerful about tasting a drink that advertising alone can’t convey. For a beverage brand, sampling can make all the difference in sparking excitement and creating loyal fans.

  Product sampling works because it removes the risk for the consumer. People are more likely to try something new when there’s no upfront cost involved. Whether you’re at a local farmers’ market, a community event, or even a pop-up inside a grocery store, sampling your product allows consumers to engage with your brand in a direct, meaningful way. You can also partner with local businesses, gyms, breweries, or cafés to offer samples to their customers, which widens your exposure and aligns your brand with trusted, established names in your community.

  In addition to sampling, hosting and participating in events is another powerful way to build buzz around your beverage. From sponsoring a local sports event to hosting your own launch party, events create an environment where people can connect with your brand beyond the product itself. It’s not just about the drink — it’s about the experience. Create memorable moments that tie your beverage to a sense of fun, community, and lifestyle.

  For instance, if your sparkling alcoholic seltzer brand focuses on healthy, active living, you could sponsor a 5K run or a yoga event, offering your product as the refreshing drink at the finish line. If your beverage has a more social appeal, such as a cocktail mixer, consider hosting a tasting event at a trendy venue where guests can mingle and enjoy your drinks in a lively atmosphere.

  Ultimately, product sampling and events allow consumers to build a personal connection with your beverage. They’re no longer just hearing about your brand but experiencing it firsthand. This sensory engagement helps your beverage stand out, creates memorable interactions, and makes consumers more likely to reach for your product the next time they go shopping.

Engage with Your Audience and Build Your Community

  In today’s digital age, building a strong community around your beverage brand is just as important as the product itself. Engaging with your audience consistently and authentically helps foster brand loyalty and create a sense of belonging that keeps customers coming back. It’s about more than just selling a drink — it’s about creating a movement that people want to be a part of.

  To start, consistent engagement on social media is a must. Platforms like Instagram, Facebook, and TikTok allow you to interact directly with your audience to build personal and genuine relationships with them. Whether it’s responding to comments, reposting user-generated content, or sharing behind-the-scenes glimpses of your brand, showing that there’s an actual human behind the account helps create a connection with your followers.

  Another great way to engage your audience is through storytelling campaigns and contests. Run creative campaigns that encourage your followers to share their own stories or experiences with your beverage. For example, you could host a contest asking customers to post photos or videos of themselves enjoying your beverage in unique or fun ways, offering prizes for the most creative entries. This increases engagement and creates organic word-of-mouth buzz as your customers become your brand ambassadors.

  Collaborating with media outlets and bloggers is another effective way to expand your reach. Whether through press releases, interviews, or features, getting coverage in industry-specific publications or lifestyle blogs can help you tap into new audiences and further establish your brand’s credibility.

  At the end of the day, building a community means creating a brand experience that feels inclusive and welcoming. The more people feel connected to your story, values, and product, the more likely they will support your beverage and spread the word.

Measuring Success and Adapting Strategies

  Marketing isn’t a set-it-and-forget-it game, especially in the fast-paced world of beverage brands. Once you’ve launched your campaigns, it’s crucial to regularly measure their success and adjust your strategies accordingly. Tracking performance helps you understand what’s working, what isn’t, and where there are opportunities for improvement.

  Start by using tools like Google Analytics, social media insights, and sales data to monitor your progress. Pay attention to key metrics like engagement rates, website traffic, and conversion rates. Are people clicking on your ads? Is your social media engagement growing? Are sales increasing in the regions or demographics you’ve targeted? These data points provide valuable insights into how effectively your marketing efforts are connecting with consumers.

  Once you have the data, be prepared to adapt. If a particular influencer partnership didn’t generate the expected results, consider why and adjust your approach for future collaborations. If your online store’s traffic is high but sales are lagging, it might be time to refine your website’s user experience or adjust your pricing. Successful marketing requires flexibility, and staying responsive to the data ensures your brand remains relevant and competitive in a crowded market.

  Rene Lacad is a 28-year-old entrepreneur, speaker, and content creator who has been featured on Forbes, Entrepreneur, and MSN. He got his start in business when he founded an eight-figure marketing and creative agency that specializes in branding and paid media. His lifestyle content caught traction online where he was able to amass over 1 million followers and 500,000,000 views across his social media platforms. Since then, he’s been able to build other successful ventures like his software company SMMDealFinder, his supplement company Unlimitter, and his education company which helps aspiring entrepreneurs learn more about digital marketing and advertising.

By: Hanifa Sekandi

As consumers become health conscious, their alcohol consumption habits are under careful review. Alcoholic beverage companies need to take note. Keg party adverts are generally less appealing year-round. What works during football season will not work during the off-season. Mindful alcohol consumption enthusiasts lean toward brands that consciously market their beverages. Being the life of the party is desirable but certainly not sustainable. Being the “it” beverage is also desirable. But there are many ways to enjoy your favorite beverage. It is up to brands to illustrate versatility.

  This is especially true for brands looking for lifetime consumers who value quality – consumers who do not consume alcohol for sport but rather for leisurely pleasure. Brands must take drinking culture shifts into account as people look to change their relationship with alcohol. This type of consumer will also pay close attention to brand messaging. It is a confusing trend but the new normal that marketing teams must adjust to. Does this mean it is time for you to reconfigure your entire marketing strategy? No! Never lose sight of who your audience is. You are adjusting your marketing wheel, not reinventing it.

  How did this happen? For many years, beverage companies could run the same marketing campaigns year after year. It was business as usual. TV commercials and out-of-home marketing always hit marketing targets and sales goals. Perhaps previous marketing strategies worked because sources of influence were limited. Companies knew where to find their consumers. And their consumers, whether they liked it or not, would be exposed to advertisements everywhere they went. Traditional advertising gave companies more control over their audience and their brand messaging. 

  The golden marketing era of yesteryear is over. The digital world shifted this simplistic yet captivating force. A basic, giant billboard does not captivate the masses as quickly as it once did. Alcoholic beverage companies need to think outside the box. Modern consumers are distracted and overwhelmed by over-marketing. As a result, they look for brands that fit their lifestyle ideals. However, the digital world allows consumers to have direct access in real-time. It has also led to marketing blunders from overzealous marketing teams. Checks and balances are overlooked to keep up with a fast-paced social world. The beverage industry is not the only sector that needs to dial it back and rethink its marketing approach.

What is Mindful Drinking Culture?

  Have drinking habits changed? This is hard to discern. Depending on where you live in the world, there may not be a significant shift. Drinking habits have diversified. People are not just influenced by drinking cultural norms in their city or country but also by other countries. International travel opens an opportunity to explore unique beverages and the social milieu of alcohol consumption. Traveling to Italy, one will discover that the cultural norms associated with drinking culture deviate from those in North America. Mainly, an alcoholic beverage is an accompaniment to a great meal enjoyed with friends and family. It is not the starter of the party or what holds the event together.

  Believe it or not, a mindful drinking culture benefits your marketing strategy. Now more than ever, people desire meaning. They prefer to support brands that care about the quality of the beverages they produce and their overall impact. For some, mindful drinking is imbibing alcoholic beverages with clean ingredients and brands that use sustainable packaging and cultivation methods. Brands offering single-serving sizes of their beverages are quite favorable. Mindful drinking culture carries the idea that moderation is equally as good as excess. Supporting a brand should not contradict lifestyle goals.

  Yet there is some confusion about the use of the word mindful. What does it mean? Mindful living encompasses the ideal that people thoughtfully and actively make decisions with awareness and care—selecting a beverage thoughtfully and consuming it with this principle. 

  Embracing this trend is a wonderful opportunity to segway into the NoLo market. Or you might diversify your beverage portfolio with variations of a popular beverage from your product line. For example, Heineken recognizes this shift and embraces a mindful drinking culture with the statement, “We believe alcohol, when consumed in moderation, can be part of a well-balanced lifestyle.” A powerful stance that has increased consumer trust and opened the door to expanding their product line. Heineken has gone a step further by giving customers access to ingredients and nutrition information for all their beverages—a notable example from an industry leader in effective mindful marketing.

  It is an approach that bolsters their bottom line while respecting consumer choices. Heineken is appealing to a consumer who may desire one or two alcoholic beverages and  loves their beverages but would enjoy a comparable alternative option throughout the night. Heineken did not reinvent its brand but rather expanded its brand ethos for the future.

  Mindful drinking culture also reminds us that how and where people choose to enjoy a cocktail does not have to fit into a stereotypical framework. Are consumers mindfully looking for healthier alternatives with less sugar, or are they preservative—and filler-free? Mindful marketing strategies should zero in on keywords and key elements that will draw this consumer to their beverage. It opens up a world of possibilities from a marketing perspective and brand development. 

What Is Conscious Marketing?

  Just because it is trending online does not mean your brand should participate. Everyone online is a post away from their audience turning on them. Conscious marketing is a steady and well-thought-out approach that maintains your brand values. It also sees the consumers as a long-term partnership. What is unique about this partnership is that although your product may stay the same with a few new additions now and then, your consumer will not remain the same. Kathy, your loyal consumer, will naturally experience life changes; with them, her views and lifestyle will change. What she will value in your brand is consistency and authenticity. If you are in the beverage industry for the long haul, beverage brands must get this aspect of their marketing ethos right.

  The entry of competing new brands that appear to experience overnight success may spur the need to experiment or chase the competition. Expert-conscious marketers use “the tortoise and the hare” approach to ensure that their beverage becomes a mainstay in the sector, an approach that can lend itself to a mindful drinking culture. Conscious marketing is driven by consumer choices and not social trends, choices that are driven by lifestyle.

  So, if you are worried about your customers abandoning your beverage in favor of new brands that have the advantage of marketing themselves as something new, what is the best approach? How can you still cut through the noise or maintain notoriety without being a one-hit, viral sensation? There is a lot to consider, but the approach is quite simple.

Pivot Your Brand Messaging

  In most cases, the answers are not out of reach. Review previous marketing campaigns. What stood out? How did your audience respond? Then, conduct market research. Ask your consumers questions. This can be in the form of a mini-survey with a discount code as an incentive. Or a call to action on social media or in a newsletter. Ask your audience how they enjoy your beverage. What would be the ideal setting to have a cold beer? Once you gather your data, strategize a marketing campaign that maintains your brand mission while pivoting your brand messaging to inspire and captivate your audience. 

  A consumer-first strategy that aligns with conscious marketing is focused on asking people what they want and not telling them what you think they want. However, beverage brands have found a way to interplay with other facets of culture, from entertainment to fashion. What a famous shoe brand does to appeal to customers is not what beverage brands should do. Both the entertainment and fashion sectors are unpredictable. Beverage brands cannot afford to roll the dice and hope a campaign hits the mark the way brands can in other sectors. It is easier for brands in these sectors to recover.

  Opportunities for experimentation are open in some sectors. In the beverage industry, once you have your audience, it is hard to recover them if you lose them. A clear blueprint of your consumers, their behaviors and projections into future behavioral changes will help you accommodate a mindful drinking culture while remaining competitive in an ever-changing industry. Who will Kathy be in ten years? How can you ensure that she is a lifetime customer?

By: Hanifa Sekandi

It’s no secret that influencer marketing is pivotal to your marketing strategy. Of course, brands can opt out and avoid it altogether. Many brands do not use influencer marketing to grow their business or notoriety.

  Understandably, there is pressure to conform to this new modern marketing norm. Initially, influencers were frowned upon. The idea of allocating thousands of dollars of your marketing budget to a niche food blog was unthinkable. It is still a marketing strategy that many struggle to wrap their minds around. Also, there is no guarantee that you will see an instant return on your investment. On the other side of the coin, there are benefits to influencer marketing. The proof is in the pudding when you look at brands that have found great success with influencer marketing. Overnight, these brands have become household names, expanding their reach to an untapped market.

  The popularity of the Stanley Cup is an example of an influencer’s ability to influence buying decisions. Not all influencer marketing successes are purposeful. Your brand may experience unexpected success from an unsolicited review from Bethenny Frankel! Your consumers’ buying power is more than just an increase in revenue. An honest review on social media or a write-up on a blog can be impactful.

  Hopefully, you have taken the time to build and create a noteworthy beverage. Aside from great packaging, is it a high-quality beverage? Does it measure up? Simply, does it taste good? Have you perfected the product? If you walk the aisles of a beer or liquor store, you will likely meet a fellow whiskey enthusiast or ale expert. The in-store influencer with first-hand experience trying your product is who you should appeal to first. Before social media, people were influenced by a friend of a friend. Word-of-mouth sold your product.

Building an Influencer Marketing Strategy

  Your why – why your brand is notable will be at the forefront of this strategy. It might be a good idea to have this visible at all times when devising any marketing strategy. It is easy to veer off your path if this is unclear. Why your beverage? Why are you so passionate about your product? Your why is your company’s mission statement. It will look different from your competitors, as it should. From here, brainstorm what kind of social media in the beverage sector is compelling. What draws you in? Depending on the size of your marketing team, write a list of marketing campaigns you have liked online that made you go out and buy the product. It does not have to be in the beverage industry. The main objective is to discern why this marketing campaign inspired you to purchase that item or beverage.

   People connect to things or products that draw meaning in their lives. A popular alcoholic beverage is more than just a good time for many people. It is also an imprint of a memory – a moment in time that reminds them of their wedding or a first date, a trip to Ireland or a celebration with friends and family. There is a reason why people fight over the best tequila and why just any tequila will never do. The same is true for those who enjoy a cold beer. Your influencer marketing strategy is not about numbers. It is about being impactful. The influencers you select to showcase your brand must align with your brand’s mission. It does not matter if they have one million followers if the stories they tell do not support your long-term goals.

Effective influencer marketing strategies require research. Once you have zeroed in on influencer campaigns that inspire your team, it is time to curate a list of influencers who create content that supports your vision. Influencers are storytellers. The storyteller for your beverage must get the story right. What does an effective influencer marketing strategy have?

●   Clear direction: Do you know who you are? Are you a botanical gin? If so, you should lean towards influencers who create content that supports a healthy lifestyle. Who thrive on creating content that is about finding alternatives for mainstream gins. An influencer who drinks organic alcohol will most likely create content that supports their lifestyle choice to consume clean beverages. Avoid the temptation to solicit a well-known influencer who does not create content that supports who you purport your brand to be. At the onset, this is a good idea. But remember, influencer marketing is not a one-and-done game.

●   What is your message? Influencers need to know every detail about your brand. Do not send your beverage to them and hope for the best. A marketing manager should spend time with them going over product education. A media deck should be available for reference during the campaign. Once you have provided the information, they should use their unique storytelling ability to convey the message to their audience. Generally, for experienced influencers, you will not need to approve their content before sharing. But when working with micro-influencers, review all content before it is shared. An influencer with experience will know that they should not deviate from brand messaging. A newer influencer may not be aware of industry protocols. You should not have any issues if you did your due diligence during strategic planning. Pre-approved content prevents brand inconsistencies.

Understanding Your Audience

  Now that you have selected your list of influencers to collaborate with, do not be afraid to audit your list. Do a deep dive into their storytelling style first. As tempting as it may be, ignore the numbers initially. Study all their content, from blogs to social media. If you spot more than five things that do not align with your brand, remove them from your influencer outreach plans. This does not mean that they are not great at what they do. It just means that they might not connect with your audience. Or, they may create content that does not support your brand mission statement.

  A thin line exists between having a successful influencer marketing campaign with the right influencer and tarnishing your brand with the wrong influencer. Celebrity chefs or food bloggers are often popular choices for beverage brands looking to dip their toes into this unpredictable marketing terrain. It is low risk and generally a good return on investment. The food and beverage sectors pair well together.

  Focusing your influencer marketing strategy on your targeted audience will help you express your desires if you work with a PR agency. Most influencers work through an agency, which can complicate the relationship since a third party is involved. Be clear. Do not get easily swayed. Some agencies represent other beverage brands and have strong influencer relationships. Some agencies are influencer-focused and manage a roster of talent. Your budget needs to account for the types of agencies you choose to work with if you do not contact the influencer directly.

  Agency fees should be included in your budget and separate from what an influencer would charge you. Ask your agency to illustrate influencer rates and agency fees clearly. Some agencies focus exclusively on food and beverage marketing. You are more likely to find an influencer with an audience you would like to reach if you work with a team that understands the importance of targeted marketing. They will ensure that you get the results you desire since they have an in-depth understanding of the beverage industry.

Hire In-House

  No one will know your product better than someone who works for your company. Hiring an in-house brand ambassador might be the right direction for your brewery. Did you know many influencers start blogging or social media channels to build an online portfolio? They do this to get recognition or a position at a reputable beverage or food company. Since experience matters, and there are few opportunities to build your resume, they create a portfolio of expertly curated marketing content. Hire an in-house content creator who understands your audience and has experience creating marketing content that appeals to them.

  Since they work exclusively for your brand, an   in-house content creator can develop a consistent online presence. Consider this to be a winning long-term marketing strategy. Another benefit is that food and beverage industry influencers have a big network of connections. As your in-house content development strategist, they can create content and work with other influencers on cross-promotion collaborations. In addition, it gives you free range to build multiple marketing campaigns without delays. Since your marketing team will work directly with them, there is no need to pre-approve content, thus giving you more control over how your brand is portrayed. While curating your influencer list, a quick LinkedIn or Muck Rack search will show you which influencers or bloggers are looking for work or offer freelance content development services.

Should You Opt Out of Influencer Marketing?

  If you are lucky, word of mouth and excellent product placement in-store is all you will need. If you are okay with slow growth and use other means to promote your beverage, then opt out. Influencer marketing is not for everyone and will not necessarily make your brand influential. It is a quick marketing tool. But it cannot be your only one.

  Before you delve into the world of influencer marketing to become the next influential beverage, make sure you are running a strategic marketing plan that will perform well on its own. Invest in in-house talent. A good marketing team may be all you need. When you decide to solicit the help of these industry gurus, you should feel confident in your beverage and the marketing materials you have implemented. Remember, influencer marketing is the bonus addition that can take you to new and unimaginable heights.