What's in the name? The importance of branding your craft brewery and spirits

In the past ten years, process distillation technology has developed rapidly. In 2005, there were fewer than 100 active breweries in the United States; by the end of 2018, this number had jumped to more than 1,800 active craft breweries. From the right perspective, a craft brewery is classified as a producer that distills no more than 75,000 standard gallons per year. In 2017, the total sales of the craft spirits industry exceeded 3.7 billion U.S. dollars, more than three times the market share of the crafts industry since 2012.

Just like in any commercial enterprise, branding your craft spirits company is at the core of your success-with the recent development of craft spirits, it is now more important than ever. In this increasingly competitive industry, building a brand that can stand out requires consideration of the following three factors.

1. Understand the consumer's point of view

This is the key. With so many new start-ups, how can new breweries stand out and ensure that they will not go unnoticed on already crowded shelves in bars or liquor stores? It all boils down to the brand-you must create a brand that people will recognize and demand.

When it comes to your craft distillation business, your brand is one of the most important things. From a consumer's point of view, it defines and sets your company apart, and ultimately determines your success. Your brand is the first thing customers will notice about your product-and it may be the decisive factor in the customer's purchase decision. It’s important to make it memorable by conveying a message that goes well with the quality and story of your product.

2. Create a brand that truly reflects your story

When creating your brand, it's not just about coming up with a cunning name. Yes, your brand name is important, but what is more important is what your name stands for. How does your name connect you to the brand and image you are trying to create? Does it connect you to your locale? Is your name related to family heritage? Is it related to your ingredients in some way? what happened? These are important issues to consider when creating a brand identity that is unique and memorable for consumers, and they also apply to your business and products.

So what does this look like?

Saint Lawrence Spirits, a craft brewery in Clayton, New York, is a brilliant example of clever branding. When defining their brand, the team considered their location and their distillation process. These factors provide the main ingredients to stimulate the creative development of its brand identity.

The winery is located on the breathtaking St. Lawrence River, overlooking the breathtaking St. Lawrence River, but it is also the only winery that uses water from the river to prove their spirit. Their initials (SLS) are set on the handle of the anchor to create the brand logo. Similarly, Saint Lawrence Spirits products support names that pay tribute to the river or the northern New York area: Even Keel Moonshine, Captain's Flask Bourbon, Penet Square Gin, and Rye Knot Whisky, to name a few.

3. Be consistent

Creating a brand that makes your company stand out can not only help you gain recognition for your craftsmanship, it can also create business value; however, in order to be successful, you need to ensure that your messaging is consistent. Think of it as a chain reaction:

Start with your customer base. Build strong relationships through high-quality products and compelling brand stories. Make your products and stories familiar and reliable to your customer base.

When you build a strong brand that is recognized by consumers, the market, and the industry, your advertising strategy will flourish.

Place ads that appropriately reflect your brand story. Knowing the goals you want and staying true to it will help drive your craft spirits business to the next level.

Over time, a strong and consistent brand will allow your company to gain a better influence in the industry and allow you to enjoy the success of being better established in the market.

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