by BEVERAGE TRADE NETWORK

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Building a Cult Following For Your Spirits Brand

13/12/2019

Take a look at the 5 tips on how to build a cult following for your spirits brand in a world where consumers are mostly looking to try different things.

In a study conducted by Global Data, it was shown that over the years, people have been exploring more into the alco-bev sector, and are looking to try different things.

Source: GlobalData

So, with people wanting to try different alcoholic beverages, and explore more in that sector - it’s getting harder and harder to have your consumers be 100% loyal to your spirits brand, and it’s also getting harder to build a cult following for your spirits brand.

Let’s take Johnnie Walker as an example. Over the years, the brand has done great in building a cult following of their own, especially with a group of people who are into the classic ways of sipping their whisky. However, with times changing, and people wanting to try different things - it’s getting a little hard to stand out and build a following for your spirits brand, and have your consumers stick to your spirits. But, of course, just like everything else in the world, building a cult following for your spirits brand isn’t impossible. It’s hard, but not impossible.

Here are 5 tips on how to build a cult following for your spirits brand.

  1. Build your target audience

Before you start implementing any other strategy, you should know exactly who your target audience is. You can start by asking yourself a few questions like:

  • Who is going to be drinking your spirits?

  • What would be the income level of those drinking your spirits?

  • Those who are going to be drinking your spirits, what do they like to see?

  • Are your drinkers looking to explore a little more, or are they classic ‘stick to one drink’ type of drinkers?

Once you’re sure of who your target audience is, it will become easier for you to start building a cult following for your spirits brand. Knowing your target audience will help you define the right way of marketing and selling to your audience, and the right way of marketing is what will help you in taking the first step in building a cult following for your spirits brand.

  1. Share a compelling story

People love a good story, especially something that they can relate to, or something that speaks to them. Consumers love knowing how a brand was founded and how products were made. So, for your spirits brand to have a cult following, make sure you share your story in a way that it touches the consumer.

  • Tell your audience how the brand was founded

  • Tell your audience about what went into the making of your spirits

  • If there’s something relatable about your brand, share it with your audience

A good story will bring your consumer closer to your brand, which will make them a loyal consumer, and also someone who follows your brand’s journey along the way.

  1. Show your point of difference

In this day and age, it’s very hard to be unique since all ideas are basically going universal. However, consumers love brands that can offer them something different than their regular spirits. It can either be the packaging of your spirits, or a type of flavour/taste, or even your method of distilling. Basically, anything that is different, and makes your spirits brand stand out amidst hundreds of others is what is going to speak to the consumer. Being unique is what will pull eyes towards your spirits brand, which is exactly what you want.

Don’t forget that when someone likes something, they tend to spread the word. So, if your spirits brand is offering a consumer a unique experience, then they’re most likely to spread the word about it, which in turn will bring you a larger following.

  1. Build your digital connection

Your spirits’ brand’s digital presence is one of the most important things to look at in this era. These days everyone is connected through social media, or some sort of networking platform. For your spirits brand to build a cult following, make sure you have a strong digital presence. Once people start seeing your presence across digital platforms, your brand will get the credibility it needs, and consumers will start following your brand and being loyal to your spirits.

Here are a few ways in which you can build your digital presence.

  • Create an interactive and easy-to-navigate website where consumers will be able to find all the information about your brand and your spirits.

  • Be active and interactive on social media. Make sure you engage with your followers and speak to them through your digital platforms. Involving them in your brand is a good way to build a cult following for your spirits brand as consumers love feeling like they’re a part of your journey.

  • Relate to the audience by creating posts and interaction based on current events.

  • Do good around your audience. A great example is Stella Artois’ Better World Chalice campaign. The brand partnered with Water.org and donated 5 years of clean water to the developing world for each chalice sold and shipped. This way, your brand will be doing good, involving the audience, and people will also in turn end up following your brand’s journey.

  • Work with influencers in the industry to strengthen your presence.

  1. Throw out your message vigorously

Make sure that you have one message, sort of like a ‘tagline’ that relates to your spirits brand, and throw that out with vigorous marketing. The point of this is to drill your brand and your USP in the consumer’s mind, so if they keep on seeing your brand everywhere, with the message that you’re sending out - then they’re more likely to be a loyal consumer and follow your brand’s journey.

Conclusively, it’s best for you to understand your audience and interact with them, offer them something different that they will be interested in, and keep them hooked onto your journey and products to build a cult following for your spirits brand.