Drinks Industry Marketing
The drinks industry marketing has fascinated me ever since I took the time to really appreciate a glass of single malt scotch whisky sat on the shores on Lochindaal on the Isle of Islay near to where my son and I would spend relaxing hours trying to fish.
That passion has never subsided – as a drinker and investor (and one-time beer-brewer and spirit distiller) it’s been fascinating watching the British Isles cement it’s place as a global centre of distilling, brewing, gin production and making increasingly loud noises in the wine market too.
This passion has resulted in working with start-ups, established brands, retail and wholesale and my own projects delivered into the industry.
Below are a number of projects and initiatives undertaken and in progress aimed at supporting and promoting various elements of the industry.
BRANDING & MARKETING
Scotch Whisky
Independent bottlings are big news – especially when they offer the whisky drinker something different and out of the usual manufacturer’s core range.
- Research
- Concept
- Creative
- Photography
- Digital Artwork
BRANDING & MARKETING
English Wine
The Y-O wines don’t shy away from where they were made, however they don’t push the fact forward.
Instead, they encourage the drinker to see beyond the name and effectively go beyond, or beneath, the label.
Opinions should be formed after tasting, not before.
- Research
- Concept
- Creative
- Photography
- Digital Artwork
BRANDING & MARKETING
Scotch Whisky
Private label bottlings need compete with the big brands – as well as the branding of the company who originally distilled the spirit, and also catch the attention of drinkers who look for more detail than the average purchaser.
This example, for Old Smithy Whisky, took a simple approach which created a unified shelf presence, and played into the interests of the more serious whisky drinker.
- Creative
- Photography
- Digital Artwork
INSIGHTS & KNOWLEDGE-SHARING
The Discovery Sessions
The Discovery Sessions are a series of conversations and interviews about the drinks industry with people working in the drinks industry.
This isn’t about stats and theory. It leans into what people have done and how they’ve faced the challenges of the industry they love – from happy accidents, coincidences, good luck and good planning.
AWARENESS & ADVERTISING
Advertising
Vintage Drinks Online is exactly that – an online resource of vintage drinks.
This magazine advert was directed at a premium purchasing audience and highlighted the important anniversaries which could be matched with brandy, whisky and wine.
- Concept
- Copywriting
- Creative
- Photography
- Digital Artwork
DISCOVERY, TOURISM, EXPERIENCE
The Growth of English Whisky
Being English and living bang in the middle of the country, the growth of English whisky is of great interest to me.
This embryonic project will support and promote this increasingly dynamic sector of the drinks industry of which seems to hold weekly surprises (in good ways).
Why not do a project which covers the growth in the Scottish and Irish markets too? Because there’s only so many hours in the day!
SOCIAL MEDIA CONTENT
Sustainable Stories
Sustainable Stories was a series of short insights into the small (and large) steps distilleries are undertaking to make their products and business more sustainable and conscious of the environment they operate in.
Within these, I look for those authentic individuals and businesses who have sustainability within them – whether that’s environmental, social or economical.
EXPLORATION
Whisky Finder Mobile App
This self-funded mobile app listed all (or as many as possible) working whisky distilleries in Scotland, England, Ireland and Wales.
The aim is to encourage discover, exploration and to get people to directly support the makers and the communities around them.
Unfortunately, I built this just before COVID-19 locked down the country so the project was sadly mothballed.
- Research
- Concept
- App Build
- Launch to Apple and Google stores
SOCIAL MEDIA CONTENT
Explore, Discover, Support
The Explore, Discover, Support campaign was initiated to support the industry and in turn the economies the industry supports – encouraging discover and experience. It came at a time when producers were struggling through Covid restrictions and increased US tariffs too.
Now that Covid-lockdowns are (we hope) coming to an end, the campaign will be resurrected once more.
Are you ready to create SuperFans for your drinks brand?
- Are you and your team able to clearly and consistently articulate who you are and why you’re so great?
- Do you suffer from single purchase customers, rather than repeat orders?
- Do you feel you have a genuine point of difference?
Take our drinks SuperFans scorecard and you can also download our ‘Sustainability and the Drinks Industry’ survey for free.
Book a free, 30 minute discovery call.
How can we work together to make a real difference to how your business communicates – create a unique voice and really make an impact in the whisky world.
