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If you’ve ever walked into a big box alcohol retailer, you know that it’s nearly impossible to stand out on the industrial-sized shelves of spirits towering alongside imposing floor displays of wine, beer and now non-alc. alternatives. So how does one sway a consumer to part with their precious alcohol budget?
For context, our team has created a rapidly growing vodka brand in arguably the most saturated spirits category in history. Our brand, HOLLA, has captured the imagination of modern consumers by using some of the elements below and allowed us to pursue our dream jobs!
1. Throw Out the Industry Playbook – If all those industry executives so eager to share their certain methods for success were right, they would have created their own brand by now. Bring an entirely fresh perspective and identify a weakness the industry is too distracted to see.
2. Find Your Creative Test Market Playground – All states are created differently, especially for spirits. Perhaps you begin in a control state where stores aren’t so overcrowded or creative with their marketing displays. It’s much easier to stand out in a dull backdrop or in sleepy markets.
3. Own Your Ethos – What inspired you to start your brand? Why should anyone support you? Proudly share your reason for existence and story with every ounce of your soul.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
4. Focus on the Human Element – Think about this as if you were selling to a close friend. Don’t cut quality corners when selecting ingredients, packaging, or partners. It’s all about the people and pure intentions. Many global brands simply can’t use craft ingredients to scale for their distribution network, so you have an immediate advantage by taking them on in a regional setting.
5. Bring an Excitement Factor – Provide solutions for your customers with creative brand programming that engages your audience to drive volume growth and depletions. Anything from menu features, cocktail inspiration, point-of-sale materials, social media campaigns, gorilla marketing and influencer partnerships will boost your growth and entice on- or off-premise locations to give you a shot.
6. Take the Leap – Current LDA consumers are more brand promiscuous than ever before, so you have nothing to lose by stepping out of the box. Don’t be afraid to be bold or try unusual flavors. If the local ice cream shop can do it, you can shake things up too. Test, measure, refine.
7. Timing Is Everything – Sometimes you just need to leave it up to the universe. Following the crowd never produces extraordinary results. You must believe you’re riding the right wave.
By taking all these elements, you can create something unique to capture your own sliver of the massive spirits pie, which by any definition is a success!
