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.
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!
EXPLORATION
The Discovery Sessions
The Discovery Sessions – a series of interviews and conversations with different drinks producers from around the world.
How the industry is different to what we understand / what marketing works / what challenges are faced.
I started this project talking to a contact in China about his whisky, then Norway for more whisky, Mexico for Mezcal and Californian wine too – with more to come.
If you’re interested in drinks, culture and travel – check out the Discovery Sessions.
BRAND, PACKAGING, LAUNCH
Private Label Bottlings
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.
MARKET RESEARCH
Sustainability Survey
About the time a certain beer brand was being hauled over hot coals for *some* of their sustainability practices, I put together a survey to find out what whisky buyers really thought of drinks producer’s sustainability credentials – and the terminology they used when promoting their products.
To find out the results and what this consumer appetite for sustainability was, please contact me.
DISOVERY, TOURISM, EXPERIENCE
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.
SOCIAL CONTENT, SUSTAINABILITY
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.
SOCIAL CONTENT, DISCOVERY
Expore, Discover, Support Campaign
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.
