Naturally Network’s Post

I spent Friday in Sydney at the Foodpreneurs Festival. It was a fantastic opportunity to hear from brands and experts in this space and take on their learnings and knowledge. I left the event feeling inspired and ready to action with Adapt Drinks. Here are some key takeaways I thought I would share that stood out for me and might be helpful to other small biz folks out there: Page 1 From co-founders at Bae Juice Tim O'Sullivan and Liam Gostencnik - providing product at aligned events works but not always instantly (this links into the last point from Hannah Murphy below). Page 2 From co-founder Matt Jones of Four Pillars Gin - brand is trying to build positive bias towards your product. He talked through how at Four Pillars they create community touch points throughout the entire business and create trust to build their brand. Page 3 From Matthew Squadrito and the team at Squad Studio - "Your product is an experience. Storytelling is emotional connection. The power of collaboration." They provided brilliant case studies of these key points in action and you can see them on their website if you want to take a look - some stellar packaging designs! Page 4 From the Owner of Natural Raw C Scott Mendelsohn - it always takes longer and costs more than you planned. Was comforting to know I am not alone on this one! Page 5 From the Director @ One Seen Bean™ Luisa Ford - a reminder of how much more it costs to acquire a new customer compared to retaining an existing one. Pages 6 - 8 From Hannah Murphy at Tracksuit - in brand tracking, consideration is a lead indicator of future sales. Brand marketing is needed to build familiarity and drive consideration. Getting your product out there at aligned events as recommended by the team at Bae Juice (the first point above!) can help get your product into the consumers' consideration set. Thanks to Chelsea Ford for putting on the wonderful Foodpreneurs Festival and for Madonna Melrose sponsoring my ticket!

Brands do lots of things, but one thing all great brands should do is work hard to be culturally relevant. This is another example – plant-based food and dairy alternatives being others – where the cultural and behavioural change was already happening, but it needed a challenger brand to accelerate the segment or category from niche to mainstream. Alcohol-free would have happened without Lucky Saint. There were, and are, other brands but they just did not quite have the same chutzpah! Lucky Saint | B Corp™ read the runes and produced a brand concept that rode the waves of this journey to drive category penetration faster and deeper. This is always delivered though a heady cocktail (alcohol free no doubt) of insight, foresight, vision, innovation, obsession with product quality, great brand building, a distinctive identity, strong marketing and communications, effective go-to-market activities, working the details, investment, sweat, tears and some luck. But... the one element that propels a brand to the top of any segment and makes winning possible is THE BRAND. Without brands like Lucky Saint’s the journey to mainstream happens slowly or remains a niche. It is what brands do - uniquely. Read more: https://lnkd.in/ebGZKeWB #WhatBrandsDo #BrandInnovation #BrandBuilding #Marketing

Guinness is the rare example of a brand with solid foundations in its product and brand assets whose full potential … … is realized by brilliant marketers. Repeat: The marketing is simply brilliant. The result is echoed across Europe, with Guinness enjoying an impressive 19% boost in sales over the preceding 12 months. The day in question was when Guinness became the most popular pint in Britain. Yet how? The Irish icon now accounts for one in every nine pints pulled in the UK. Normally, when a brand that old enjoys a boost this big, it’s because of a new line extension or product innovation. But a pint of Guinness is, to all intents and purposes, the same now as it was back in 1759 when it first poured from the barrel. Prices, if anything, have gone up not down. And distribution is ostensibly the same as it was a year ago. So how is your product or service AND your marketing? Would you describe both as brilliant?? Let’s have a pint or two and find out how Guinness does it so damn amazingly … “You don’t have to drink craft beer to drink great beer.” — Stephen Carter King #Beer #Guinness #Pints #Pubs #Friends #Brewer #Brewery #Taproom #Brewpub #ConsumerBehavior #Brand #BrandAwareness #Data #DataAnalysis #PredictiveAnalytics #ActionableInsights #BusinessInsights #BusinessIntelligence #BI ✦ ✦ ✦ Stephen Carter King Chief Beerconomist • Team Leader • Sherpa CEO at Beerconomy a subsidiary of Beerconomy & Co. [email protected] Beerconomy is a data and business intelligence source, empowering people with data. As thought leaders to the craft beer and beer trade, our mission is to strengthen and guide, fact-based decision-making that impacts society and our amazing world at large

How Guinness Built a $1 Billion Brand 🪴 I recently travel to Dublin, camera in hand and was able to stumbled upon the rich history of Guinness, a brand that has grown in popularity each decade for 300 years. I was struck by the mastery of Guinness' go-to-market approach and though there were five lessons that we as entrepreneurs can take away; 🍺🎥 1. If it ain't broke don't fix it, refine it: Guinness has thrived by honing its craft, not by reinventing the wheel; perfecting the approach and taste over successive generations. One example is that they have tried over 22 yeast varieties since their inception in the 1700s - but now only use one which is kept under lock and key since 1903 🌱 2. The Art of Storytelling: Their legendary ads did more than just sell beer; they sold an experience, often hinting at the health benefits of a pint. This masterful storytelling built a brand that led to many professionals and consumers believing it was the "healthiest choice." In fact, Guinness does have one of the lowest calorie levels of any major beer 📚💡 3. Adaptation is Key: Introducing alcohol-free variants and a home brewing kit in the last 3 years - Guinness shows us the power of adapting to consumer trends while keeping the brand's soul intact. 🔄 Since these changes there have grossed an average of 20% global sales growth each year for the last two years 4. Community Through Campaigns: Multi-platform campaigns have turned Guinness from a mere beverage into a community, bringing people together both online and offline. 🌍🤝 5. Creating a tactile customer experience : The Guinness factory in Dublin isn't just a tourist spot; it's a pilgrimage site for beers lovers from around the world, offering an immersive brand experience at a price that welcomes all. Many brands neglect this and only focus on rewarding their very best customers 🏰✨ A pint of Guinness, it turns out, is more than just a drink; it's a lesson in marketing brilliance. Please check out the video and share your takeaways in the comments below 👇 P.S. Got a brand you'd like me to investigate - let me know! #guinness #marketing #brand #advertising #fcmg

Do you or someone you know own/operate/work for an organization that is looking for sponsorship opportunities for 2024? The Iowa Brewery Running Series organizes (mostly 5k-ish) fun runs that all start and end at local breweries. The Iowa team executes ~12 events per year, continuing to build our BRS community. Our motto - Be active. Have fun. Give back! Our events encourage healthy activity, show off and support local business, and raise funds for local non-profits. I’m looking to make connections with organization that may be interested in partnering with us for the 2024 season as a sponsor or partner. FULL SERIES SPONSOR ($1800) Series sponsors get elevated placement & marketing throughout the whole year. This includes a booth at events, inclusion in all digital and print marketing campaigns, and co-branding opportunities. Ideal for companies that want to increase brand awareness & impressions with an audience in our market. EVENT DAY PARTNER ($200) Pick and choose individual races to have a live presence at the events (schedule to be finalized in December). Customize this live marketing presence based on what works best for you! We are flexible in finding fun ways to make your brand stand out. Ideal for companies that want trial of product and/or interaction with participants – past partners have been chiropractors, fitness studios, food companies, artists, and more. IN-KIND PARTNER ($100-200 value) We continually strive to add value to our events and in-kind donations are an easy way to build exposure and push promotions. Win, win! These may be product samples, promotional items, or branded merchandise. Additionally, each Brewery Running Series event features a post-run raffle, and we would love to share your product or brand as a prize. Ideal for companies that don’t have the time or resources to be onsite but want to be a part of the Series. About our events: We coordinate with local venues to plan an annual Series of events. For each event - we map out a fun run course to start and end at the host location. Participants pre-register, show up and complete the course, then hang out and drink beer! We love adding to the atmosphere with live music, food trucks, local vendors, and more. The size of each event depends on the capacity of the taproom, and we always aim to sell out. Our participant base is: 30-55 years old 65% female $100k average household Income Mostly reside in first tier suburbs / main metro area Our National Brewery Running Series (BRS) channels have 90k subscribers and our @IABreweryRun social pages have: Instagram - 922 followers Facebook - 1,751 followers Again, our major goal here is to simply involve other local businesses in our community focused events! Please let me know if you have any questions. I’m happy to jump on the phone and share more details.

Beverage companies strived to build brand equity with targeted consumers. Today, consumers are driven by flavor preferences rather than relying on brand extensions for trial . This shift challenges companies, as they cater to “flavor frenzy” at the risk of debranding. Can a sustainable business plan exist without a distinct brand identity? Is building a business solely around a range of flavors a viable strategy?

My Expertise in Liquor Brand Development Here is a glimpse into a comprehensive brand plan I developed for JottShots!, a pioneering ready-to-drink (RTD) jello-shot brand. This plan was crafted a few years ago to ensure a successful market entry and growth strategy within the cpmpetative RTD market. Key Highlights: 1. Innovative Product Positioning: JottShots! revolutionizes the traditional jello-shot experience with a mess-free, self-contained dispensing vessel. Our brand motto, “Push Up & Party On,” encapsulates the youthful and exuberant spirit we aim to deliver. 2. Strategic Market Penetration: The plan outlined a detailed B2B and B2C marketing approach to capture and retain consumers, turning JottShots! into a staple in both party scenes and retail outlets. Our initial six-month goal was to achieve significant market penetration and saturation in targeted areas. 3. Consumer-Centric Approach: Understanding consumer pain points, JottShots! addressed issues like mess, refrigeration needs, and complicated preparation. This focus not only differentiated us from other RTD products but also expanded our appeal beyond traditional settings like house parties and dorm rooms. 4. Economic Resilience: Leveraging insights on alcohol consumption trends, especially during economic downturns, we positioned JottShots! to capitalize on consistent market demand. Our robust planning ensured adaptability and growth regardless of economic conditions. 5. Regulatory Compliance: Navigating state-specific regulations was a critical component. The experienced JottShots! team ensured adherence to all necessary guidelines, laying a foundation for scalable growth across new markets. By implementing this plan, we projected a 100% increase in brand value through effective market penetration, consumer retention, and conversion to retail sales. This experience not only showcases my ability to develop and execute detailed brand strategies but also underscores my deep understanding of the liquor industry’s dynamics. Let's connect! If you’re interested in discussing more about brand development or the liquor industry, feel free to reach out. #BrandDevelopment #LiquorIndustry #MarketingStrategy #Innovation #ConsumerEngagement #BusinessGrowth

Product launch top tips ✨ Studies show that positive emotions enhance memory formation and retrieval. 🧠 Creating a memorable experience is crucial for brand awareness and sales, and it's especially important for product launches - and this is what makes a mobile bar a great choice! With delicious treats and exceptional hospitality, your attendees will have a blast while enjoying an experience associated with your brand. Don't just take our word for it - the science backs us up! 🧪 Give your attendees a reason to remember your organisation with a mobile bar and hospitality solution - https://barmotion.co.uk/ #productlaunch #branding #eventbranding #eventcatering #eventtips #toptips

Garage Beer's recent strategic partnership with the Kelce brothers is yet another powerful example of the opportunities currently available in the beer industry, as well as a striking model for capitalizing on them. I've said it before and I'll say it again: the beverage industry is ripe with opportunities for those willing to adapt and innovate. Too many are stuck in a doom-and-gloom mindset, thinking the industry’s challenges are insurmountable. But recent moves like this one from Garage Beer showcase the potential for growth and success if you know where and how to strike. Garage Beer, now backed by NFL stars Jason and Travis Kelce, is a prime example of leveraging brand identity and strategic partnerships to fuel growth. They’ve understood that success in this industry hinges on more than just a great product. It’s about aligning your brand with a clear identity and engaging narrative that resonates with your target audience. Key Takeaways from Garage Beer’s Strategy: Strong Brand Identity: Garage Beer knows its audience—light beer drinkers looking for quality and simplicity. By staying true to this identity, they’ve built a loyal following and attracted high-profile investors. Strategic Partnerships: Bringing the Kelce brothers on board isn’t just a marketing move; it’s a strategic partnership that opens doors to new markets and distribution channels. Their involvement in all aspects of the business underscores the importance of hands-on, passionate ownership. Effective Distribution: The rapid expansion into new states and impressive sales growth illustrate the power of effective distribution. Having the right distribution partners can exponentially increase your brand’s reach and visibility. Without that reach in place, this relationship would have less impact in the near term. What Can You Learn? If you're in the beverage industry, consider this a blueprint for success: Develop a Clear Brand Identity: Know who your customers are and what they value. Align your products and messaging to meet their needs and preferences. Seek Strategic Partnerships: Look for partners who bring more than just capital. Find those who share your vision and can help you reach new heights. Prioritize Distribution: Effective distribution is your gateway to growth. Invest in building relationships with distributors who can amplify your reach. Be Adaptable: The market is always changing. Be ready to pivot and adapt your strategy to stay relevant and capitalize on new opportunities. Are you confident that your brand is positioned to seize the opportunities in today’s market? Don't sit on the sidelines as this critical juncture passes you and your brand by. #BeverageIndustry #BrandStrategy #Distribution #GarageBeer #KelceBrothers #CraftBeer #BusinessGrowth #Entrepreneurship #StrategicPartnerships #ConsumerEngagement #BrandIdentity #BusinessDevelopment #FiveStarBeverage