Maverick Agency

Brands come to us to unlock exponential growth. How? Jaw-dropping creative and expert distribution strategies. Here's an idea of what we'll do for you.

Distilleries and breweries need to educate consumers. If you don't, you're leaving money on the table. Here's one method to use as inspiration. Whisky enthusiasts are passionate about the spirit. So when Beam Suntory challenged us to strengthen its presence in the world of Rye Whisky, we knew that education would be a powerful draw. Enter the 'Rye Whisky Academy' - a one-of-a-kind interactive online experience that gives consumers a rare, fascinating look at the creation of Rye Whisky and Beam Suntory products. It's engaging, informative, thought-provoking, memorable, and most importantly - fun. Further incentivizing top fans is the opportunity to join an exclusive membership - the 'Whisky Geek Elite' - upon completion of the course. It's the perfect compliment to the status of being a sophisticated whisky drinker. Motivated by pride and self-actualization, the Academy rewards the most knowledgeable whisky advocates through membership. And for the ambitious - it enables them with the tools to get there as well. This is a valuable lesson for spirit makers. Not only does education increase your brand's virality, it brings fans of your beverage type closer to your brand and reminds them of your product. Because what's the perfect complement to learning about whisky? A glass of your brand's whisky, naturally. Consumers in your segment have a thirst for knowledge about their favourite drinks. As a beverage maker, you already have the knowledge. You just need to share it. And an online knowledge hub is a powerful way to do that. Visit the link in the comment below to experience the Rye Whisky Academy. You might just find you learn something yourself. #spiritsindustry #cpgmarketing

The hiss of cocktail fizz can raise your brand’s sales. How? ASMR. Here’s why your spirits brand needs to use it. —- Glasses clinking. The hiss of fizzing. Mixing ingredients delicately dancing. The visual and audible elements of enjoying a cocktail with a friend. That’s ASMR at work. Autonomous Sensory Meridian Response (ASMR) is most easily described as a relaxing feeling in the nervous system that comes from particular sounds and visuals. Some people say it’s tingly, others say it feels like melting. Search YouTube or Tiktok and you’ll see thousands of videos using it. It’s powerful not only because it provokes a physiological response, but because it can be provoked virtually. Like holding a drink, but through a screen. Harness it to add a deeper dimension to products, with spirits being particularly well-suited to this experience. — 1. Virtual Tastings Create ASMR-style videos featuring close-up shots and crisp audio recordings of your spirit being poured, glasses clinking, and the satisfying sound of ice cubes. Allow the sounds associated with the drink preparation to evoke sensory responses, enhancing the viewer's connection with the product. 2. Virtual Distillery Tours Offer virtual distillery tours in an ASMR format, providing a guided exploration of the production facility. Capture ambient sounds, machinery hums, and the gentle pouring of spirits. Allow viewers to virtually experience the sights and sounds of the distillery. 3. Mixologist Close-Ups Showcase mixologists crafting innovative cocktails using the spirits in a relaxing and ASMR-friendly setting. Focus on the sounds of shaking, stirring, and the gentle pour of the cocktail ingredients. Collaborate with mixology influencers to create ASMR mixology videos that feature the brand's spirits. — Share these videos on YouTube, TikTok and Twitter, accompanied by recipes that let people try their hand at mixology at home. Providing powerful, instantly identifiable characteristics of enjoying a drink with a friend - the fizz, clink and mixing - provokes an emotional, sensory reaction from people. It takes your brand from being faceless to being tangible. So when that fizz-enjoying consumer spots your bottle on the shelf, they’ll remember that feeling - and pick it up. #spiritsindustry #cpgmarketing

Sales of well-established spirits products often stagnate after a while. If you're a distillery with a long-running product, steal these ideas to kickstart local sales.

Underused hack for spirit brands: steal marketing techniques from unrelated industries. Here are 8 ways to make your next product launch truly stand out: 1. Silicon Valley - Ultra-Minimalist Packaging Introduce a minimalist, modern design similar to tech products. Test sleek, clean label designs that convey sophistication and your status as ingredient trend setter. When done right, tech-savvy customers will instantly connect the theme to tech products they use. 2. Luxury Clothing - Exclusive Drops Introduce limited editions, exclusive releases and last-minute product “drops”. Position your brand or a new product as a symbol of rarity and prestige, creating urgency and hype from people who missed this release, but definitely won’t miss the next one. 3. Car Makers - Sell the Feeling Similar to how car brands emphasize the driving experience, position your brand as a fit into a particular sensory experience or lifestyle. Tell compelling stories as advertising campaigns, linking the brand to memorable experiences beyond the product itself. 4. Hotels - Custom Experiences Draw from the hospitality industry's focus on personalized experiences with personalized packaging, custom engraving, or loyalty programs that reward consumers for their engagement. 5. Cosmetic Brands - Influencer Collabs Influencers and cosmetics are basically synonymous at this point. Partner with creators who align with your values and aesthetics to create visually appealing content that tells a story. An added idea is integrating sensory aspects of the product, such as the color, aroma, and texture. Search for “ASMR” on Youtube and you’ll see examples of this wildly popular content style. 6. Outdoor Brands - Your Product in the Wild Adventure clothing and gear brands are master storytellers. Share your brand's journey, heritage, and commitment to quality through compelling video and long-form narratives. Dive deep into the craftsmanship behind your products to attract consumers who crave authentic and genuine experiences - not just another bottle of whiskey. 7. Fitness and Wellness Industry - Health-Conscious Positioning While tricky, adopting health-conscious positioning inspired by the fitness and wellness industry is possible. Emphasize the use of natural ingredients, promote responsible drinking, and communicate how spirits can contribute to a balanced and mindful lifestyle. 8. Home Decor - Packaging as Art Treat packaging as an opportunity to create a piece of art, being mindful of how your product may be kept in a person’s house. Collaborate with renowned artists on gorgeous collectible labels and limited edition boxes that double as decorative items, appealing to consumers who appreciate aesthetics. Adapting successful branding from other industries can be an enormously effective way of differentiating yourself from cookie-cutter spirits brands, and takes advantage of the public's inherent familiarity with those styles. #spiritsindustry #cpgmarketing

Underused hack for spirit brands: steal marketing techniques from unrelated industries. Here are 8 ways to make your next product launch truly stand out: 1. Silicon Valley - Ultra-Minimalist Packaging Introduce a minimalist, modern design similar to tech products. Test sleek, clean label designs that convey sophistication and your status as ingredient trend setter. When done right, tech-savvy customers will instantly connect the theme to tech products they use. 2. Luxury Clothing - Exclusive Drops Introduce limited editions, exclusive releases and last-minute product “drops”. Position your brand or a new product as a symbol of rarity and prestige, creating urgency and hype from people who missed this release, but definitely won’t miss the next one. 3. Car Makers - Sell the Feeling Similar to how car brands emphasize the driving experience, position your brand as a fit into a particular sensory experience or lifestyle. Tell compelling stories as advertising campaigns, linking the brand to memorable experiences beyond the product itself. 4. Hotels - Custom Experiences Draw from the hospitality industry's focus on personalized experiences with personalized packaging, custom engraving, or loyalty programs that reward consumers for their engagement. 5. Cosmetic Brands - Influencer Collabs Influencers and cosmetics are basically synonymous at this point. Partner with creators who align with your values and aesthetics to create visually appealing content that tells a story. An added idea is integrating sensory aspects of the product, such as the color, aroma, and texture. Search for “ASMR” on Youtube and you’ll see examples of this wildly popular content style. 6. Outdoor Brands - Your Product in the Wild Adventure clothing and gear brands are master storytellers. Share your brand's journey, heritage, and commitment to quality through compelling video and long-form narratives. Dive deep into the craftsmanship behind your products to attract consumers who crave authentic and genuine experiences - not just another bottle of whiskey. 7. Fitness and Wellness Industry - Health-Conscious Positioning While tricky, adopting health-conscious positioning inspired by the fitness and wellness industry is possible. Emphasize the use of natural ingredients, promote responsible drinking, and communicate how spirits can contribute to a balanced and mindful lifestyle. 8. Home Decor - Packaging as Art Treat packaging as an opportunity to create a piece of art, being mindful of how your product may be kept in a person’s house. Collaborate with renowned artists on gorgeous collectible labels and limited edition boxes that double as decorative items, appealing to consumers who appreciate aesthetics. Adapting successful branding from other industries can be an enormously effective way of differentiating yourself from cookie-cutter spirits brands, and takes advantage of the public's inherent familiarity with those styles. #spiritsindustry #cpgmarketing

Spirit branding needs one element to succeed. Hint: it's not just liquid to lips. In the realm of spirit branding, authenticity reigns supreme. Creating a brand that resonates with consumers extends far beyond merely presenting a visually captivating product. It involves bottling an experience that speaks to people’s aspirations, emotions, and desires. A great example of how to craft a spirit brand story can be seen with Stampede Canadian Rye Whisky. In the lead-up to the 2022 Calgary Stampede, a local distillery sought our expertise to design a rye whisky brand that captured the energy, excitement, and legacy of the Calgary Stampede, transcending the event itself to something that could be sipped, savoured and celebrated 365 days a year. From developing your brand’s visual identity and strategy to creating compelling video content and promotional assets, each facet of a spirit brand has to be built to tell a story – a narrative that will resonate deeply with consumers seeking meaningful connection. Crafting an authentic spirit brand is about telling a story and curating an experience that resonates deeply with consumers, inviting them on a journey that goes beyond consumption. Stampede Canadian Rye Whisky is a testament to this, inviting people to savor the spirit of the rodeo and experience the Canadian West in a glass any day of the year. In fact, the story it told culminated in the brand receiving top honours at the International SIP Awards, clinching Gold for both taste and product packaging design. If your sales are flagging and need a kickstart, consider whether your brand makes people feel something - or is simply another bottle on a shelf. #spiritsindustry #cpgmarketing

It isn’t easy for distilleries to stimulate sales of well-established products. Here are six ways you can stimulate sales at the local level: 1. Culinary alchemy dinners Turn your brand from a simple product to a lifestyle. Forge partnerships with upscale bars, restaurants, and cultural venues to host curated experiences with your product as the center. Go above to make it feel special, and keep the guest list super limited. 2. Involved tastings Replace traditional tastings with interactive events. Collaborate with mixologists and chefs to create unique pairings that showcase the versatility of the spirits. 3. Super-exclusive collaborations Partner with artists, designers, celebrities or influencers for exclusive limited-edition releases. These collaborations can bring fresh perspectives to the brand while generating buzz among both existing and new consumers. The unique bottles can serve as collector's items, creating a sense of urgency. 4. Personalized labels Introduce a limited-time rebranded packaging option where consumers can customize their bottles with personalized labels or engravings. This works both for luxury brands and mid-market offerings - the latter brings the feeling of luxury to the masses. Not only does this tap into sentimentality, but it also encourages people to post pictures of their bottles. If it worked for Coca-Cola, why not your brand? 5. Distillery night experience Create an exclusive overnight experience at the distillery. Give a small number of fans a night in a specially designed accommodation within the distillery premises or a luxury hotel nearby. The experience includes a guided evening tour, intimate tastings, and an opportunity to witness the distillation process during the night. 6. Labels that do things Use QR codes on labels to invite select purchasers to the events listed above, behind-the-scenes content and discounts for curated products that pair well with the bottle (see collaborations above). — Go from being merely another bottle on store shelves to a brand with an emotional connection to customers. Next time that person sees a competitor’s bottle next to yours, what will they feel? If you did any of the above, they’ll remember how cool the experience was and choose yours. #cpgmarketing #spiritsindustry #brandingtips

Stagnating CPG sales? Blame feelings. Here's why - and how you harness them to sell more. Many of us understand that consumer behaviour is complex, it has layers upon layers. So what drives someone to select one product over another? While price point, familiarity and quality are important elements of the decision-making process, there’s one component that seems to trump the rest. Emotion. How a product makes us feel. For those who are on the production side of things, you’re probably pretty focused on what you do best: creating and delivering an exceptional product. But are you marketing it the right way? Remember that consumers are human beings at the end of the day, and what do human beings want at their core? To feel included and to be understood. Even by brands. Take a look at your current marketing efforts, including the messaging and accompanying visuals. What are you selling? If it’s the key features of your product, you’re likely missing out on a massive opportunity to connect with your customers. Your customers are chasing a feeling 100% of the time they’re shopping and it’s your job as a brand to understand that feeling and fulfill it. That’s it. But how do you do that? Well, the first step is identifying the feeling in the first place. A step too many brands don’t take, to truly understand their customer on a human-to-human level. You do this by both listening and talking to your customers. For instance, you could host Q&A sessions on your social media platforms, conduct formal qualitative research and always stay curious and open to what your customers have to say. What successful consumer packaged goods (CPG) brands understand is that it's not just about making people feel something once. It's about consistently delivering the feeling their customers crave. That's the secret sauce to building a loyal customer base, the holy grail for successful brands. Let's take Darford pet treats, for instance. Sales were down, especially among millennials and they weren’t sure why. So when they came to us to rebrand their entire product line, did we decide to bombard the market with ads and billboards with a list of ingredients? Nope. We tapped into the feeling millennial pet owners were after. Most pet owners know that the best part of a long day is coming home to a wagging tail and that a snooze on the couch isn’t the same without your furry friend. So we built Darford's brand around the joy and unconditional love that owners feel for their pet. And what happened? Sales soared by 40% in less than a year. So, I guess what we’re trying to say is that features can be copied, but feelings? Not so much. Your product might be great, but by ignoring how your customers feel, they’re likely to be swept off their feet by a competitor. Whether your customers are looking to feel joy, nostalgia, connection, or freedom, find that feeling, and then show them why your product is the express route to feeling it. #cpgmarketing #cpg #branding

And that's a wrap on #2023!