Authenticity is key

When we launched our magazine in early 2020 — initially as a printed magazine and latterly as an online-only title — it soon became clear that in this country and beyond there is such a diversity of craft distilleries, breweries and cideries producing high quality spirits, beers and ciders.

One of the key ingredients for the success of these independent operations, along with first class products, is a compelling story that underpins a company’s authenticity. If we buy a mass produced gin or beer or cider we do expect consistency, but we’re not that interested in the brand’s history, because we know the products are made in factories where there is a high degree of automation.

For craft producers, however, we are far more interested in finding out where they’re based, how they produce their range of drinks, what inspired them to set up in business and what makes their products unique.

Great branding is essential in the marketing of a product, which also helps to establish a dialogue with the customers, and we have featured many first class logos and brand identities that reinforce the quality and individuality of those in the artisan and hand-crafted sector.

But, yet again I return to the quality of the product, which must be paramount no matter how good or bad a brand identity is; an average logo will be overlooked if a spiced rum is amazing or an IPA is out of this world. An average beer, however, will not be tolerated even if the logo has won multiple awards.

Along with authenticity, drinks producers must also consider consistency of both the product’s quality and the story being told. A strong brand with an easy-to-navigate and compelling website, with excellent social media support, communicating a consistent message will elevate the company and help it to both retain and win news customers.

Sadly, we have seen too many websites that are either dated or poorly designed, which will only deter people from finding out more or buying a product. Although I have argued that a poor logo won’t deter buyers if a product is great, a poor website will prevent the product from ever being sampled, because people will simply click away from a confusing or amateurish website, and the brand will be forgotten.

The same goes for social media. Posts that are poorly written and peppered with childish emojis are worse than not posting at all. Keep the messages consistent across all marketing platforms so that no matter where the interaction with a company takes place — a brochure, website, email or social media post — the same essence of the company is being communicated.

Being authentic and genuine, with a compelling story — and a fabulous product — with a consistent approach to marketing, will go a long way to ensuring that the customers enjoy artisan and craft drinks for years to come.