Blog | Drink With Your Eyes®

Marketing to “HENRYs” for Alcohol Beverage Branding

January 1, 2015 by David Schuemann Leave a Comment

HENRYs (High-Earning-Not-Rich-Yet) are the lucrative next generation of consumers being targeted by luxury alcohol brands in the US.

As the HENRY demographic matures, they may become the next generation of the ultra-luxury consumers; making the investment in gaining their loyalty early an opportunity that will appreciate over time.

The Facts

The American middle class has lost some of its spending power, even with recent economic gains over the past several years. According to the Bureau of Labor Statistics 2017 Consumer … Continue reading

Alcohol Beverage Branding: What’s in a Name?

December 31, 2014 by David Schuemann 2 Comments

Discover the 10 rules for developing a killer brand name for alcohol beverage branding.

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:

Fit

When it’s Time to Redesign for Alcohol Beverage Branding

December 31, 2014 by David Schuemann Leave a Comment

6 telltale signs that it’s time for a package redesign.

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

Alcohol Beverage Branding: Why You Can’t Market to Millennials

December 24, 2014 by David Schuemann 2 Comments

If you’re still using “Boomer” marketing tactics, your brand is destined to be a “bust”.

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

Back in Black: Alcohol Beverage Branding Goes to the Dark Side

December 18, 2014 by David Schuemann Leave a Comment

Black labels were once assumed to be recessive and ominous, but today black is one of the hottest new colors in alcohol packaging.

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