Blog | Drink With Your Eyes®

How to Research a Package Effectively for Alcohol Beverage Branding

January 6, 2015 by David Schuemann Leave a Comment

While no consumer research is foolproof, following simple steps can ensure you avoid making critical mistakes (and wasting a lot of money) when conducting research on a new package design.

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:

Plan Ahead – What do you want to learn or confirm?

Make sure the research you will conduct can … Continue reading

The Heart of Every Successful Brand for Alcohol Beverage Branding

January 5, 2015 by David Schuemann Leave a Comment

Every brand has a story. Tell it well and you’ll give your customers a reason to believe and, better yet, to buy.

Volumes have been written about how to build a strong brand, but where should you start? While there are many ways to develop strong brands, there is a common DNA that runs throughout all successful alcohol brands — a strong, well-thought-out and clearly defined brand essence.

The brand essence is the most elemental part of your brand.… Continue reading

The 80/20 Rule for Alcohol Beverage Branding

January 3, 2015 by David Schuemann Leave a Comment

Why Consumers Purchase Package Over Product

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

Alcohol Beverage Branding: Professionals Never Seem Expensive Once You’ve Paid Amateurs

January 2, 2015 by David Schuemann Leave a Comment

Why bargains for design and branding services may not be such a great deal after all.

Over the past few years there have been an alarming number of stories from colleagues and clients alike that were burned 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

Marketing to “HENRYs” for Alcohol Beverage Branding

January 1, 2015 by David Schuemann Leave a Comment

Published in the Winter 2018 issue of Artisan Spirits Magazine.

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 … Continue reading