Gaining Attention in a Crowded Marketplace: Fundamental Branding Strategies for Craft Beverages

The craft beverage category is growing at a phenomenal pace. The resulting plethora of craft beverage packaging is a delight for libations lovers and design lovers alike, offering a feast for the eyes as well as for the palate. However, as shelves become ever more crowded, and producers vie for attention, the importance of a thoughtful, strategic approach to brand development cannot be overstated.

An eye-catching package is central to gaining consumer attention for your brand, of course, but the power of the package to grab the attention of gatekeepers is too often overlooked. Your package, product concept and brand story must all work together to help you obtain distribution and a coveted spot on the shelves of retailers and bars.

Craft beverage producers are invited to join me and a unique panel for a free 60 minute webinar at 1 p.m. PST on Tuesday, January 19th, titled “Gaining Attention in a Crowded Marketplace – Fundamental Branding Strategies for Craft Beverages.” The webinar will focus on branding tactics to get your product noticed, and will feature panelists H. Joseph Ehrmann, Proprietor of Elixir saloon and Cocktail Ambassadors consultancy in San Francisco, and Scott Evans, VP of Marketing at wine and spirits distributor, The Henry Wine Group.

We’ll cover:
• Packaging Appeal – how to use package design to get noticed and remembered
• Grabbing attention in a crowded marketplace – how to get shelf placement and make an impact once you get there
• What works at retail and at the bar – are they the same or different?

The panel will also be available to answer questions following the webinar. Watch the replay here. Gaining Attention in a Crowded Marketplace: Fundamental Branding Strategies for Craft BeveragesSterling Creativeworks

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