Andrew Nowicki’s Post

Not having a rigorous brand strategy in the drinks industry is a risk. Here are a few reasons why: 1️⃣  The industry is mega-saturated. It’s a minor miracle if you can break through the noise by luck. 2️⃣ The industry is mature – if you launch a brand without a strategic plan you could end up competing with no differentiation against established brands with deep pockets. 3️⃣ Strategy informs your every day and every move as a brand. It's your guiding light and helps create cohesive teams. 5️⃣ Effective strategy helps hook bartenders and retailers as they understand your why. There are a few independent brands who I really see what they are doing strategically and why they are doing it. Botivo Drinks | B corp –the non-alc space is largely one which leans into moderation as this is the macro trend of the moment. This is not a good strategy – it makes you like every other brand with the same messaging. Botivo is pushing against this category norm by shouting from the rooftops they are a pleasure brand and not a moderation brand – drink us for something delicious at any time. Compass Box– blended whisky has long been derided and with good reason…the category was hopeless for a long time. Compass Box (and brands like Woven) have given the category a shake-up. The brand has premiumised blended whisky and brings a modern and edgy brand world to disrupt and attract new drinkers into the category. If you don't have a robust strategy you need to get one. A good place to start is to question the category norms and cliches. Can you reject any of these to find a new positioning or proposition for the market? What can make your brand truly different so it stands out to the trade and consumers? Can you find your brand's why? It’s a question Liquid Death posed before shaking up the water category. - Sign up for the Wilde Toast drinks industry newsletter via the link on my profile for more trends, insights and creative drinks marketing inspiration - drops every month in your inbox 🤝 #drinksmarketing #beveragemarketing #drinksindustry

Absolutely, occasion-based marketing, as demonstrated by De Soi with the St. Moritz Mule, capitalizes on creating a deeper connection with consumers through relatable, memorable experiences. It not just differentiates the brand in a crowded market but also elevates the product by associating it with a specific lifestyle or moment, making it more appealing. Kin Euphorics and Ghia are other brands that have effectively used occasion-based strategies, focusing on social gatherings and relaxation without alcohol. This approach not only broadens the market appeal but also encourages consumer engagement by offering them an identity to resonate with, which is crucial for brand loyalty in the non-alcoholic space. Victoria W.

Aldi’s Clever Marketing: How Greyson Gin Competes with Premium Brands While exploring Aldi, I came across their gin collection and was impressed by their innovative marketing strategy, which perfectly aligns with the 4Ps of Marketing: ● Product Aldi’s Greyson Gin (37.5%, 70cl) mirrors premium brands like Gordon’s Gin (35%, 70cl) while introducing flavored variations such as Pink Gin, inspired by popular mocktails like Pink Gin with Lemonade. By aligning with consumer trends, Aldi ensures they deliver a product that feels modern and appealing. ● Price At nearly half the price of competitors, Aldi positions Greyson as a cost-effective alternative. This strategy not only attracts price-sensitive customers but also emphasizes value-based pricing—a key driver for supermarkets. ● Place Aldi utilizes its strong retail presence and efficient supply chain to bring Greyson to shelves at a competitive price point. Accessibility in-store strengthens the likelihood of trial purchases by curious or cost-conscious shoppers. ● Promotion The branding of "Greyson" feels familiar yet unique, subtly leveraging the association with "Gordon’s" while maintaining its identity. For non-brand-loyal consumers, this approach encourages purchase without hesitation. Furthermore, higher alcohol content subtly promotes the product’s perceived value. Consumer Behavior Insight Many consumers recall a drink’s flavor from a cocktail experience but not the brand name. Aldi’s approach capitalizes on this gap, making Greyson an easy pick for shoppers seeking familiarity without brand attachment. This is a brilliant demonstration of how Aldi applies marketing principles to compete with established players, offering products that deliver value, quality, and relevance. What other brands or products have you noticed using similar strategies? Let’s discuss! #MarketingStrategy #ConsumerBehavior #Retailindustry #MarketAnalysis #ProductStrategy

A complex of #BTL events to promote your brand. Often, promotion strategies involve not just one type of advertising, but a combination of marketing activities. What does it mean? Let's take a look at some measures to promote food products, using yogurt as an example: -on the way to the shopping center, you received a supermarket flyer with promotional items, including our product; -at the entrance to the store, there are advertisement promotion stands decorated in the corporate style; -promoters are talking about the current promotion and offering to try new flavors of low-fat yogurt; -during the tasting, we will tell you about the use of farm milk in our products, give you a brochure with recipes for delicious desserts made from our yogurt, and explain the terms of our promotion; -in the dairy section of the store, you will easily find the product we are advertising, thanks to the shelf decorated with POS materials; -a promotional price tag with a discount may encourage you to make a purchase; -and the result is that our yogurt is now in your cart! This "mini-case" does not cover all the possibilities of BTL communication. However, this simple example demonstrates how you can not only draw attention to a product but also show its advantages over competitors. Showing all the qualities of a product "in action" or offering the opportunity to test it "on the tooth" perfectly affects a consumer's emotions at the moment of making a purchase decision. Properly selected BTL tools can be an effective way to encourage customers to make a purchase. And Urban Media knows how to handle this! Urban Media. Progresses you.

𝐓𝐡𝐞 𝐃𝐚𝐫𝐢𝐧𝐠 “𝐔𝐧𝐝𝐞𝐫𝐜𝐨𝐯𝐞𝐫 𝐂𝐮𝐩𝐬” 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐛𝐲 𝐏𝐞𝐩𝐬𝐢 A gooey, rich burger and a fizzy cola are hard to beat. Fast-food restaurants have long exclusively offered Coca-Cola or Pepsi with their meals. However, Pepsi's bold commercial challenging the current norm and skilfully positioning itself as the ultimate burger companion On National Fast-Food Day, Pepsi launched BBDO's breakthrough “Undercover Cups” campaign. Famous for serving just Coca-Cola, the campaign targeted Burger King, Wendy's, and McDonald's. Subtly adding Pepsi's logo on updated versions of these firms' trademark cups and substituting the liquid with Pepsi was easy but controversial. 📌 Playfulness to popular brands “Undercover Cups” cleverly reimagined these chains' trademarks. Wendy's blue-haired mascot enjoyed a Pepsi after being converted from red. Two interlocking "Ps" replaced McDonald's golden arches, while Burger King's logo boldly read, “This is Pepsi,” between two buns. To illustrate the notion, the short featured the Pepsi delivery personnel delivering the altered cups to unaware customers. The guerilla marketing effort conveyed Pepsi's message: “Burgers deserve Pepsi.” Challenging competitors' branding aggressively may be hazardous, but it underlined the campaign's purpose. It shows how Pepsi improves fast food, particularly burgers. 📌Win back market share The timing of Pepsi's light-hearted yet targeted approach is perfect. Dr Pepper overtook Pepsi as the second most popular soft drink in the US in 2023 with 8.34% market share. Pepsi had 8.31%. Pepsi is striving to catch up to Coca-Cola with creative ads that appeal to people's emotions and lifestyles. After successful campaigns like “Chase Cars,” in which Pepsi handed Domino's delivery drivers free Pepsis (yet another Coca-Cola stronghold), “Undercover Cups” continued. According to System 1, 93% of viewers acknowledged Pepsi after the campaign, suggesting that “Undercover Cups” had emotional intensity above the category average. This validates Pepsi's culinary events collaboration and implies long-term growth. 📌Why is it effective? Pepsi's marketing campaign uses fast food's cultural and emotional context rather than flavour. Pepsi makes its brand stand out and becomes a vital part of enjoyable experiences like eating burgers. Humour and strong individuality help the brand stand out in a competitive market. Reimagining renowned logos in a humorous style attracts attention and enthusiasm, particularly among younger, tech-savvy audiences. 📌Predicting future The “Undercover Cups” campaign is part of their food and drink brand repositioning. Keeping its focus on food pairings and emotional storytelling could help Pepsi reclaim market share and become the fast food cola of choice. Due to its boldness and relatability, Pepsi has become a cultural conversation starter in this age of instant criticism and strong rivalry. TO READ MORE, VISIT LINK IN COMMENTS

Have you ever stopped to think about the role seasonals play in your brand’s success—or lack of it? For years, they’ve been a reliable way to boost sales, but the market has shifted. Today, the numbers paint a clear picture: seasonals, once the darlings of the craft beer industry, are now helping to lead the decline. In the last 13 weeks alone, seasonal beers are down -8.3%, accounting for 27% of the craft beer segment’s overall losses. That’s a hard pill to swallow, but it’s also an opportunity—if we’re willing to rethink how we approach them. Seasonal releases can still drive success, but only if we stop treating them as automatic wins and start using them as strategic tools to engage distributors and drive scale. It’s not about following the crowd or doing what’s always been done—it’s about creating brand calendars that empower your distributors to execute successfully and stand out in crowded portfolios. Lazy seasonal strategies don’t work anymore. Simply putting out a pumpkin beer in September or a holiday stout in November isn’t enough to capture attention or drive sales. But when seasonals are part of a bigger strategy—one that’s aligned with your brand identity and your distributors’ goals—they can be powerful tools. Distributors aren’t just logistical players in this process—they’re your most valuable partners. The most successful brands aren’t just adapting their products; they’re aligning these innovations with distribution partners who can amplify their impact in the market. A thoughtfully crafted brand calendar grabs their attention, provides a clear roadmap for success, and helps your products move off shelves faster and with greater consistency. This isn’t just about seasonal releases. The craft beer industry is maturing, and old strategies no longer guarantee results. Aligning your brand with both consumer demand and distributor capability is no longer optional—it’s the only way to ensure long-term success in a competitive market. I work with brands to develop brand calendars that go far beyond simply scheduling seasonal releases. These calendars are designed to empower your distributors, helping them drive consistent, scalable growth. It’s about creating a roadmap that differentiates your brand, keeps your distributors engaged, and delivers tangible success year-round. The industry is evolving. What worked five years ago doesn’t work today. But that doesn't have to be a cause for concern—it’s an opportunity to lead. With the right tools, like a well-designed brand calendar, you can turn challenges into opportunities, seasonal releases into successes, and distributors into your strongest allies. How are you using seasonal releases to empower your distributors and scale your brand? Drop your thoughts in the comments—I’d love to hear them. #CraftBeerIndustry #BrandStrategy #DistributionStrategy #BusinessGrowth #MarketLeadership

Here's a LinkedIn-optimized version: Dunkin' Donuts: A Marketing Masterclass in Brand Excellence In a competitive food and beverage landscape, Dunkin' Donuts has distinguished itself through a strategic marketing approach that goes far beyond delicious doughnuts and coffee. By meticulously implementing the 7Ps marketing framework, Dunkin' has created a comprehensive strategy that resonates with consumers: • Product Diversity: Offering customizable, innovative menu options • Competitive Pricing: Delivering value without compromising quality • Strategic Placement: 12,000+ global locations in high-traffic areas • Innovative Promotion: Engaging campaigns and robust loyalty programs • Customer-Centric Service: Prioritizing exceptional customer experiences • Streamlined Processes: Emphasizing convenience and efficiency • Strong Branding: Consistent, recognizable visual identity The result? A brand that doesn't just sell food and beverages, but creates meaningful consumer experiences. Dunkin' demonstrates how understanding audience needs, maintaining flexibility, and delivering consistent quality can transform a simple restaurant chain into a global phenomenon. Their approach offers valuable insights for businesses seeking to build strong, adaptable marketing strategies in today's dynamic marketplace.

Marketing class: "Holiday Cups" = Starbucks Starbucks launches a special menu with seasonal drinks such the Gingerbread Latte and Pumpkin Spice Latte. Customers are driven to buy these drinks while they are still available because of their limited seasonal promo, which creates a sense of urgency and excitement. The designs of the holidays cup change every year making it collectible items for consumers. Social media users frequently post pictures of their holiday cups and drinks, creating natural hype. Starbucks doesn't have to spend a lot of money on advertising because of this user-generated content, which spreads awareness of its products. With some estimates showing that seasonal drinks can account for up to 20% of Starbucks' annual sales growth, the yearly anticipation for these limited-edition drinks and holiday cups has helped Starbucks solidify its brand identity around the holidays and contributed to a noticeable sales boost each year. This campaign demonstrates how seasonal limited-time offers may effectively increase sales and create brand loyalty. How can creating seasonal product and showing a unique view of the brand, can make a brand increase sales? Starbucks Sean Choi 🫰 For more informations: https://lnkd.in/gs5qc-gc

How does tasting compare to sampling? In our previous post, we discussed the benefits of tasting events in great detail. However, this is not the only way that promoters can engage with their audience. It would be incorrect to overlook the importance of sampling. What is sampling, and how does it differ from tastings? Both marketing tools are designed to bring your product closer to potential customers. They aim to create a positive impression of your product and increase the likelihood of a first purchase. The tools involve interaction between promoters and consumers, allowing customers to directly experience and evaluate the product's taste or features. This creates a favorable attitude toward the product and increases the chances of a purchase. Tasting: the consumer is informed about the brand and invited to try the product directly at the point of sale. This is often used in food promotions. Sampling: the consumer is informed about the brand, its distinctive features, and is offered a sample of the product they can try at home. This method is less commonly used for certain types of food, but is more popular when promoting household chemicals, cleaning products, decorative cosmetics, and other similar items. Of course, it is not necessary to involve promoters to distribute samples. You can use the help of retailers to do so. However, we must consider the risks that most samples will not reach their intended audience in this case. The overall impression of receiving a mini-sample will be different. It is one thing when a company representative in branded uniform conveys all the advantages of a product to a consumer and presents a sample with a smile. It's quite different when a cashier silently places your sample in a bag with other purchases as a bonus without saying a word. Which approach will have a more positive impact on the promotion of your product? It seems the answer is clear))) Are you interested in sampling or tasting at the supermarket? #btl #btlmarketing #marketing

Discover how iconic pairings like Oreo and Breyers Ice Cream or Kellogg's Tony the Tiger and Crocs are mastering the art of co-branding to captivate consumers and create buzz. From unique flavor combos to inventive product collaborations, these partnerships are setting the bar high for innovation. Learn how these strategic alliances are reshaping marketing and driving consumer excitement. Dive into the full story on the magic behind successful co-branding efforts! - https://lnkd.in/eSeCQJvA #CoBranding #MarketingStrategy #BrandInnovation #Foodservice #FoodNews