Kristen Knapp’s Post

What sells the first bottle? What small brands like Penrhos don't have that big brands have in bucket loads: ➡ Brand equity. Everyone knows Gordons but who knows Penrhos? What is the first brand that comes to mind if I say gin? Not Penrhos but could be. ➡ Trust. We are pack animals and if everyone is buying Gordons then they must be right? Lets buy a Gordons, it is safe. ...So how do we get the first bottle into a consumers basket? ➡ Emotion. Why is emotion so important? Emotion is an instant response to how you feel, emotion is the reason to do something quickly. Buy our gin and don't look at other brands. How does Penrhos Spirits create emotion? ➡ Being the first to create a 100% ♻ aluminium that is 91% less Carbon than our glass bottle. Consumers want to choose sustainable options if they can. If a consumer was faced with a wall of gin brands maybe not all will be triggered by the emotion of helping the planet, maybe they might be triggered by the emotion of trust or the feeling of getting a bargain? But first we need to make sure the consumer knows the benefits of our bottle in order to trigger the emotion we want. ...and maybe then just a few will think Penrhos is worth trying because they are offering an extra benefit to me? Two Drifters Distillery capture all their carbon. Does the consumer know how good their rum is? Probably not yet but their emotions will instantly be signaling to choose the small brand over say Captain Morgan because they are doing something that resonates with consumers that the bigger brand might not be offering. What will sell the second bottle? The liquid and so it must taste bloody good because they will not come back for the repeat purchase. And that is why we talk about our bottle because we need to trigger an emotion at the point of sale that will get our first bottle sold. Lets hope we get a different emotion during the Euros. #recycle #reuse #refil #travel #retail

In a crowded marketplace, the best companies don't just compete—they define their own category. Brands like Stance Socks, Athletic Brewing Co., and Liquid Death have mastered the art of creating a "category of one." How do they do it? By daring to be different. They challenge the status quo, disrupt industries, and captivate audiences with unique value propositions and bold identities. Whether it's redefining the concept of socks as a fashion statement (Stance), pioneering non-alcoholic craft beer (Athletic Brewing), or transforming canned water into a lifestyle brand (Liquid Death --go Peter Pham), these companies excel at carving out their own niche. They prioritize innovation, authenticity, and customer experience, setting themselves apart from competitors and building fiercely loyal followings. By embracing creativity, standing out from the crowd, and delivering exceptional value, these trailblazers inspire us to think beyond convention and strive for excellence in our own endeavors. #strategy #marketing #retail #branding #socialmedia #innovation #leadership #apparel #cpg #foodandbeverageindustry #beer #digitalmarketing

With the  'Affluent' class poised to surge to 100 million in the next three years, the pursuit of excellence is driving a remarkable shift towards #premiumization. From premium bikes like #Bajaj's latest offering to #HUL's upscale products and #Nestle's indulgent premium coffee, quality reigns supreme. As consumer preferences evolve, brands are seizing the opportunity to elevate their offerings, catering to discerning tastes and delivering unparalleled experiences. Even the #YouTube's premium content with #Mindfield is a testament to this trend, offering exclusive access to premium entertainment. #Premiumization #QualityMatters #ElevateYourBrand #PremiumizationIndia #AffluentClass #ConsumerMarket #PremiumGoods #IndianEconomy #GrowthPotential

White Claw now has a 0% option! Some questions I’m asking myself: Genius branding move, or overpriced seltzer water? What’s the difference in audience appeal between branding a product as “0% Alcohol” vs “Sparkling Water”? What trends triggered a major alcohol brand to launch a product without alcohol? Does the “A New Wave In Drinking” tagline signal that this is the first of multiple 0% product lines that will be entering the market? If anyone works in the beverage industry, I’d be super curious to hear your thoughts! I love nerding out over branding and product plays, but have been so busy trying to keep up with AI that I haven’t been paying much attention to the market! #whiteclaw #branding #thoughts #noalcohol

Rolling Out the Fun The debut of Tito’s Handmade Vodka’s first brand platform, titled “With Tito’s,” featuring the Spokescart, can be explained through various marketing strategies and objectives. The commercials featuring the Spokescart delivering drinks in various relatable scenarios, like a contemplative moment in a bathtub or a couple by the pool, are designed to evoke emotions and build a connection with the audience. It's a strategy to make the brand a part of consumers' special moments. The concept of a roving bar cart bringing drinks to people in their everyday life scenarios subtly reinforces the brand's values of convenience, accessibility, and enjoyment. It communicates that Tito’s is there to enhance these moments. READ ARTICLE: https://lnkd.in/g-wW3PwZ #TitosSpokescart #VodkaRevolution #WithTitos #CheersToInnovation #RollingBarDelights

Rolling Out the Fun The debut of Tito’s Handmade Vodka’s first brand platform, titled “With Tito’s,” featuring the Spokescart, can be explained through various marketing strategies and objectives. The commercials featuring the Spokescart delivering drinks in various relatable scenarios, like a contemplative moment in a bathtub or a couple by the pool, are designed to evoke emotions and build a connection with the audience. It's a strategy to make the brand a part of consumers' special moments. The concept of a roving bar cart bringing drinks to people in their everyday life scenarios subtly reinforces the brand's values of convenience, accessibility, and enjoyment. It communicates that Tito’s is there to enhance these moments. READ ARTICLE: https://lnkd.in/g4pBsUY2 #TitosSpokescart #VodkaRevolution #WithTitos #CheersToInnovation #RollingBarDelights

H-O-T-T-O-G-O off the press this week We have a collaboration with Lick and MAC Cosmetics, Polly Pocket Airbnb, SURREAL x Gymshark with strawberry milkshake cereal and to finish off two of my favourite brands giving me another reason to drink more coffee Lazy Oaf and Grind | Certified B Corp If anyone has any tips on convincing my mum to let me paint the hall black let me know 🖤 #creativemarketing #creativecampaigns

Its important for your food bev/brand to signal the correct category association. This is pretty standard advice. If you have an instant noodles company, customers need to be able to recognize the product for what it is (in this case, instant noodles) immediately when they see it on a shelf. A beautiful and distinctive design won't necessarily help a product sell if no one realizes what they are looking at. But sometimes brands actually choose to mimic a different category. This past week, Nihilo attended the annual NY Rum Fest by The Rum Lab in the spirit of our growing focus on the spirits industry. When asked about his brand, Holmes Cay - Single Cask Rum's founder Eric Kaye explained that he deliberately wanted his labels to look similar to premium whiskey labels. By emulating the style of a larger spirits category with much more customer recognition, Holmes Cay is signaling to new rum drinkers that fine rum can be on-par with fine whiskey. In this case, though the labels are beautiful and elevated, its much less about eye-catching design as it is having a smart and tactical brand strategy--one that not only shifts your brands success, but expands the entire category.

Loverboy Inc. vs. Spritz Society: Protect Your Brand & Stay Ahead! These two iconic brands are not just quenching thirsts — they're setting the standard in flavor and innovation. But in the competitive beverage world, safeguarding your brand is paramount. There’s always a secret recipe for success brewing behind the scenes — #brandprotection. ⦿ Why Contracts Matter: Every sip of success begins with solid agreements. From supplier deals to distribution partnerships, contracts secure your brand’s recipe for triumph. ⦿ Guarding Your Recipe: Trade secrets are the essence of every sip. Keep them securely protected with legal measures that endure beyond trends and taste tests. ⦿ Staying Ahead of the Pour: Innovation never rests. Stay agile with intellectual property strategies that maintain your flavor’s freshness and keep competitors guessing. In the battle of Loverboy vs. Spritz Society, the ultimate winner? Those who plan, protect, and pour with purpose. Cheers to securing your brand’s future and leading with every sip! Ready to toast to your success? Let’s craft a strategy that elevates your brand to the top shelf. Contact us today to start safeguarding your flavor and paving the path to victory. We would be happy to assist you. #brandsecurity #businesslaw #legalprotection