how we work
Branding, marketing and promotions of artisanally produced distilled spirits are intrinsically different from those of other spirituous liquors, wine or beer. Modern consumers, especially those of millennial generation, yearn for products that impact them emotionally, symbolically and spiritually, while still fulfilling a utilitarian need. They are increasingly willing to step outside of their comfort zones by trying new and unusual products, being drawn by innovative and original flavor combinations. Craft spirits are uniquely positioned to answer consumer demand for beverage alcohol that features unique ingredients, original flavor profiles, and artisanal production techniques.
To take advantage of contemporary market trends and shifting consumer preferences in favor of independently produced spirits, craft brands must not only communicate these unique attributes to a buying public in a way that is engaging and emphasizes authenticity but also offer a compelling, original brand story that resonates with target customers and their lifestyles, and builds long-lasting emotional ties.
We believe that in order to create such impactful brand experience and deploy it across all marketing channels consistently but creatively, to elevate the brand from numerous competing offerings, requires extensive expertise and deep insights and perspectives in the quickly evolving marketplace that can only be gained through many years of fist hand experience in the craft spirits industry. While many large branding and marketing agencies may attempt to learn your product and industry, it is not a replacement for the relevant expertise gained as a long-time industry insider. By possessing such knowledge and unique skill set, we can effectively address market challenges that brands encounter on a daily basis, streamline the project’s research and developmental phases and offer more efficient, in-demand solutions.More Projects
Whether developing a memorable brand identity that highlights authenticity and craftsmanship or conceptualizing impactful marketing campaigns, our approach to the creative projects is always based on three fundamental bedrocks: our genuine passion for handcrafted distilled spirits, our commitment to see them succeed in the competitive marketplace and continuous innovation.
This layout of our three-phase strategy illustrates the steps we take to enhance brand awareness, optimize its content strategy, engage the target audience, boost website traffic and social media engagements, increase conversions and grow its customer base.
Research and Creative Concept
Successful marketing and promotion is founded on the values, goals, and character of each client. Our process begins when we learn everything there is to know about what makes your craft spirit stand out from the category and includes:
- Identification and analysis of underlying market trends and challenges that are shaping your brand’s industry segment.
- Comprehensive review of the competitive landscape, including established segment leaders and new entrants in the industry.
- Extensive brand assessment and development of strong unique selling proposition.
- Conceptualizing marketing strategies based on client’s objectives while focusing on measurable ROI and attainable goals.
Depending on your budget and objectives, we can either plan targeted retail activations in certain markets or build a full-service, multi-channel 360° Marketing plan that will gain the greatest exposure and create the most brand impressions. No matter your needs, we’ll design a custom solution to meet them.
Deployment and Feedback gathering
Once the marketing plans are finalized, the promotional strategies are executed across the selected media channels, reaching out to existing and potential customers at numerous points of their buying cycle: from raising brand awareness, to research and consideration and to a purchase.
Analysis and Improvement
Be it a tasting program or a complex 360 Marketing campaign, the focus is always on gathering and analyzing of feedback, comments and insights received from consumers and trade buyers and evaluating short-term and long-term sales results. Based on the measurable outcome of your campaign and any changes in the competitive landscape, we refine marketing strategies with a goal of achieving continually improving results.