Blog | Drink With Your Eyes®

Hand Sanitizer & Your Craft Brand

July 13, 2020 by David Schuemann Leave a Comment

Published in the Summer 2020 of Artisan Spirits Magazine.

If there was ever an opportunity to both support your local community and build brand awareness for your distillery, it is now.

With tasting rooms, restaurants, bars and many retail outlets shutdown over the past couple months due to Covid-19, many distilleries saw a freefall in sales. Once the legal hurdles were cleared, many distilleries quickly shifted to producing hand sanitizer instead of their high-quality, craft products. This shift in production … Continue reading

The Millennial Break Down

July 9, 2020 by David Schuemann Leave a Comment

Published in the Spring 2020 of Artisan Spirits Magazine.

According to the U.S. Census Bureau, Millennials are anyone born between 1981 and 1996. This massive segment of the population is now 83.1 million people or more than a quarter of the U.S. population and now larger than the baby boomer generation (75.4 million).

The youngest Millennials are in their early 20s, and the oldest are coming up on 40. Far from the assumed monolith of sameness, Millennials are instead comprised … Continue reading

5 Trends in Craft Spirits Packaging

February 6, 2019 by David Schuemann 2 Comments

Published in the Spring 2019 issue of Artisan Spirits Magazine.

The craft spirits boom has flooded the market with thousands of new brands that have successfully carved out a niche for themselves by leveraging package designs that promise quality through evocative design and hand-crafted sensibilities.

Over the past few years, many trends in craft spirits packaging have emerged. Some work well, others may be played out and one may be gaining traction. There is no silver bullet, however, knowing the … Continue reading

Branded House vs House of Brands for Alcohol Beverage Branding

June 19, 2017 by David Schuemann Leave a Comment

For many start-up alcohol companies the question of whether to build a Branded House vs. House of Brands is a critical one to answer for their company and brand’s future success.

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 comparison … Continue reading

The Importance of Establishing a Marketing Plan & Budget for Alcohol Beverage Branding

March 31, 2016 by David Schuemann 4 Comments

Whether a start-up or an established producer looking to expand, developing a realistic and well thought-out marketing plan and budget is crucial to success.

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

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