Increasing sales through strategic branding for the alcohol beverage category.
Whether you plan on launching just one product or dozens, considering your company’s strategy for brand architecture and how it will evolve over time is a critical first step to ensure your brand’s success and ultimately, its strength in the market.
The “Branded House vs. House of Brands” … Continue reading
Rule #1: Remember, you are in the business of selling, more than you are in the business of producing.
Many a passionate producer has failed in thinking that the exceptional quality of their product alone would trump a well thought-out marketing strategy. In fact, your ability to influence consumer trial and cultivate brand loyalty are in … Continue reading
Often the most widely seen face of your brand, your website has to leave a good impression. As Director of Product Marketing for HubSpot Meghan Keaney Anderson points out in her article for Inc., companies retool their sites on average every 18-24 months. While the ever-changing online environment can make for new and unique challenges, these tips will help you prepare for your redesign with … Continue reading
Wineries and distilleries alike are showing their support for the environment by employing sustainable practices when it comes to their packaging. As consumers become more environmentally conscious, advances in sustainable materials and technologies are providing plenty of options for producers to “go green”.
While glass bottles have always been the gold standard for wine packaging, more recently, some cost sensitive and earth conscious … Continue reading
Ensuring your brand is legally protected is crucial if you’re going to compete in the ever-crowding alcohol beverage market. When it comes to developing your logo, package design, and other intellectual property, it’s important to know the difference between Copyright and Trademark so that you know what to protect, and how. Failing to ensure … Continue reading
Typical Hierarchy
In very general terms a typical label hierarchy from most prominent to the least prominent is as follows:
Every time a prospect reaches out to my agency with an RFP, one of the first questions we ask is “What’s your budget?”. Some prospects are hesitant to share this information fearing agencies will just write their proposals to maximize their budget, … Continue reading
At the onset of every project I walk my clients through a comprehensive creative brief before beginning design. A good portion of this brief is devoted to analyzing and visualizing the market positioning goals of the brand so that we can develop a design solution that is not only aesthetically beautiful, but appropriately positioned … Continue reading
You’ve finally done it, congratulations! You have created your product, developed your brand identity and packaging and now you are ready to get your finished labor of love into the hands (and mouths) of your consumers. While it may seem like the bulk of your work is behind you, you still have some big decisions to make with how your brand will be put into … Continue reading
Though the popularity (and legality) of direct to consumer sales is growing, the “bread and butter” sales channel for alcohol beverages is the 3-Tier system. Finding the right distributor for you is crucial to your brand’s success. Distributors come in all shapes and sizes but here are the 3 of the most common:
Top Supplier Distributor
These distributors often have a leading market share in particular state or region … Continue reading
DON’T STOP…. You have completed so much hard work by establishing your brand story and your new package and now you are ready to introduce it to the world. Whether you are presenting to consumers directly, distributor teams or retail accounts, don’t enter the arena empty-handed.
4 Keys to Successful Marketing Materials
Make sure that … Continue reading
The Direct to Consumer channel while relatively new for the wine sector, is gaining popularity as a way to maximize profits for brand owners by avoiding the challenges of the three tier system.As new legislation continues to take affect, this powerful new opportunity is sure to grow. While this new channel provides both direct contact and communication opportunities with the consumer, it is crucial to manage it correctly in order … Continue reading
Utilizing the latest packaging technologies and innovations is a great way to optimize your brand’s presence and win mindshare with consumers. Below are 4 great packaging innovations along with tips on how to implement them, sources and packaging examples where they can be used cost effectively.
Labels are no longer relegated to paper alone. Now you can source … Continue reading
As Millennials come of legal drinking age they are consuming more wine than any other generation before them. This new demographic has brought a different type of demand to an industry that, up until now, has largely been driven by tradition. Not any more – from wine cocktails, to alternative packaging, Millennials are changing the way we … Continue reading
It’s commonly believed the motivation for a package design change is largely in hands of the brand´s owners, but in actuality it’s the competition that compels the need for change.
It’s the brand owners however that must spend the time to diagnose their brand thoroughly in order to decide whether to make an evolutionary change vs. a more revolutionary change. … Continue reading
To set you out on the path for success BEFORE your project even begins, you should take some important factors into consideration as you search for the right creative partner. A little bit of due diligence will pay off later by saving you the headaches … Continue reading
Key phrase here – as we know them.
Capsules have long been thought as the finishing element on a bottle of alcohol, a secondary closure over a cork or other bottle closure that acts as the “crown” finishing touch on a bottle for wine and spirits – but a shift has been gaining momentum in recent years.
The 3 developments … Continue reading
Competition for market share in the wine, beer, and spirits categories has never been fiercer, making it more important than ever to assess whether your brand has the qualities necessary for success.
The following are the most common qualities of successful alcohol beverage brands.
Everyone knows that your alcohol brand package has to work hard on the retail shelf and on the back bar to attract consumer attention. Custom bottles are a powerful way to achieve this end, especially when finished with complimenting packaging components.
But brand owners must fully consider the ramifications of committing to a custom bottle before choosing … Continue reading
Color, though one of the most obvious elements of your brand’s identity and packaging is often one of the most overlooked, underleveraged, and misunderstood. In an article titled, Why Color Matters, color psychologist, brand expert, Jill Morton, shares from substantial research, how color impacts your branding and marketing efforts. Here are three highlights from her article along with my insights for alcohol beverage branding.… Continue reading
Sonoma State University conducts an annual survey on the American wine consumer. Their most recent research answers some elusive questions including: How do they choose a wine? Where do they purchase their wine? and do they leverage social media?
How American Consumers Decide To Purchase a Wine
Despite what many may assume, after considering price and varietal, consumers decide to purchase a wine largely on brand (74%) and rely … Continue reading
The power of storytelling in consumer engagement is undeniable, but often deciding how to develop your alcohol brand’s story presents a more difficult challenge. In the following article, I’ve outlined some keys to developing killer stories that will appeal to your consumer, grab their attention, and engage their imagination.
The goal of telling effective stories about your brand should … Continue reading
Confirmation bias is the tendency for people to favor information that confirms their preconceptions or hypotheses regardless of whether the information is true. As a result, people gather evidence and recall information from memory selectively, and interpret it in a biased way. The biases appear in particular for emotionally significant issues and for established beliefs.… Continue reading
Jonathan Becher is a technology and marketing expert and the Chief Digital Officer at SAP. He recently wrote a Forbes article entitled, “The Psychology of Wine Labels” and was kind enough to reference my book, 99 Bottles of Wine:
“In his new book, 99 Bottles of Wine: The Making of the Contemporary Wine Label, Schuemann reveals the strategy behind the company’s most successful packaging designs. The book contains a wide variety of photographs of some of the most eye-catching … Continue reading
Why write a creative brief?
A Great Creative Brief Should Include
Budget… Continue reading
As the number of brands in the wine industry continues to skyrocket, the task ahead for marketers is more difficult than ever. In 2014 alone, the TTB approved over 100,000 new wine labels. Compounding the issue is the wine consumers’ declining ability to differentiate between this myriad of choices within a category where product attributes overlap considerably. With the number of SKUs on-shelf growing at … Continue reading
Proper tiering plays a powerful role in alcohol beverage branding. Designing the packaging appropriately for each price point, product type and quality level is crucial in order to avoid confusion amongst the various tiers. A properly designed system will help attract consumers seeking products at particular price points and provide a strong family look for your brand portfolio. If designed improperly, products in … Continue reading
Sure, packaging and advertising are both crucial components to any marketing mix, but which has more influence at the time when consumers make their purchase decision? And more importantly, which is giving you a better ROI?
The correct balance is even more crucial for smaller brands with limited budgets where packaging is a proven ally on the front lines at retail.… Continue reading
There’s nothing like having that extra security of research to validate what your gut-instinct is telling you about your packaging. Here are 3 suggestions to consider for your next research project:
Make sure the research you will conduct can … Continue reading
Volumes have been written about how to build a strong brand, but where should you start? While there many ways to develop strong brands, there is a common DNA that runs throughout all successful brands — a strong, well thought out and clearly defined brand essence.
The brand essence is the most elemental part of your brand.… Continue reading
One of the keys to creating a successful alcohol beverage brand that breaks through the ever-growing crowd of offerings is exceptional design and packaging. There is no question about it: with all sorts of consumer products including alcoholic beverages, visually appealing packaging piques our interest, invites trial, and assists our recall of a brand we tried. New research even suggests that packaging even affects our taste perception of the quality of the product.
If … Continue reading
Over the past few years there have been an alarming number of stories from colleagues and clients alike that were burnt by a “bargain” from a design firm or freelancer. Initially thinking they were getting a deal they later discovered their projects ended up costing them a small fortune in time and money and/or results that fell short of expectations. Here are a few … Continue reading
Wine and spirit producers that have traditionally targeted the middle class must focus on new consumer segments when seeking to grow their sales. While the affluent are the next logical group to target, according to the Robin Report, there is a large sub-group of … Continue reading
Naming and branding can be a powerful combination when developed correctly. Together they form the vision and the essence of your brand, communicate the benefit of your product, and ultimately support an emotional connection with your target consumer.
Developing and choosing a name is a delicate balance of art and science. Names that follow these 10 key rules will have the greatest chance of success:
Whether you’re a boutique producer or a multi-million case global brand, the time will inevitably come for a package redesign. For better or for worse, market success simply doesn’t allow for stagnancy – it demands change to keep up with trends, expanded product lines, and maintain engagement with your core consumers.
In this article for Wines & Vines that Jane Firstenfeld interviewed me for in May 2014, I touch on … Continue reading
Love them or hate them, Millennials currently represent $200 billion in direct spending power, 25% of the population, and are on track to make up 75% of the total workforce by 2025 (CMSwire.com).
I work with Brand and Marketing Managers on a daily basis that struggle with how to make their brands appeal to the next generation of the American consumer. What’s … Continue reading
Your packaging is, in many cases, the first experience the consumer has with your brand. Use of color can communicate volumes to your consumer before they ever pick up your product.
Black has been a standard in sectors like consumer electronics and automotive for years, but was considered taboo for the food and beverage categories. Previously thought … Continue reading
With the introduction of new products, package redesigns, and an abundance of general point of sale materials, the wine and liquor isle at your favorite market can be a tough place to compete for the consumer’s attention – all the more reason your packaging needs to POP!
Take the time to do a little … Continue reading
You’ve spent months developing a new brand package and all that is left is to get it produced. Unfortunately, there is no easy button…There are, however, several easy things to consider that will ensure you new packaging is flawlessly produced.
Bottle – Size Does Matter.
A label has to be applied to something… and most of the time it’s a bottle. If you are developing a custom bottle mold, you should … Continue reading
Numerous studies have been conducted to determine the extrinsic versus intrinsic factors when consumers are making their purchase selection. One common theme appears across many of the studies: if a consumer likes the packaging they will be more likely to both purchase and enjoy the product. The key is to set appropriate quality and price point expectations, connect with your consumers’ lifestyles, and deliver against brand … Continue reading
