Pint Sized Knowledge
How to Market a Beverage
Beers and coffees and sodas... oh my! I could spend the rest of this blog just naming a million types of beverages, but instead, I'd rather give you some insight on ways to help your product stand out from the crowd. In the United States alone, the beverage industry is valued at over $146 billion, with non-alcoholic drink sales totaling over $414.8 million as of 2021. That's a whole lot of opportunity! Now pour yourself a cup of coffee or crack open a cold one (it's five o'clock somewhere, right?) and kick back as we go through strategies to market your beverage and get it in the hands of the consumer.
You may think the packaging isn't that important; fill up a bottle with your delicious product and call it a day. However, 72% of American consumers say that a product's packaging design influences their purchase decision. There are many packaging aspects to consider, from what container will preserve the integrity of your beverage to making sure the consumer can conveniently consume it once purchased. After that has been determined, you can turn your attention to designing the label that will be printed on the can, bottle, jar, glass or whichever vessel holds your drink.
You've been in this situation before: you walk into the convenience store looking for a new beverage to quench your thirst and there are dozens of options staring back at you. More often than not, it's ultimately the packaging that drives your decision. If you are a fan of color theory, studies show that different colors can induce feelings of hunger or happiness. All of these factors come into play before the consumer even has the chance to taste your drink.
Event sponsorships are another great way to get your drink directly into consumers' hands. An event that targets your ideal consumer persona can be a home run for gaining new fans. Let's say you're marketing a sports drink. You could work with an upcoming marathon or a community fundraising walk. You could set up several booths along the path at the event and hand out free drinks to the participants. Another example could be handing out energy drinks at a popular music festival. This strategy is a more significant investment than giving out samples, but it's an efficient way to get a lot of people trying your beverage.
Social media also is a fantastic source of user-generated content (UGC). Fun fact: 40% of consumers will share pictures of products with unique packaging on their social media accounts and having killer packaging is only going to further encourage engagement.
Do you remember a few years back when Coca-Cola began putting people's names on the bottles and cans of their iconic soda? The reaction was overwhelming, with sales rising 11% in the United States and encouraging 1.25 million more teens to try a Coke. People everywhere searched for their names and shared them on social media. (As a non-soda drinker, I can contest even if I participated in this campaign upon finding my name.) We recommend creating a unique hashtag, such as #shareacoke, so you can easily track who is posting about your product and continue raising awareness about your brand.
Overall, as with marketing any product, it is vital to utilize a variety of marketing avenues to reach your target markets. But don't quit after creating a showstopping package design and giving out samples: more traditional methods like direct mail and coupons are also successful ways to promote your beverage.
Regardless of what point in your strategy you are currently at, we would love to give you a hand. Need to redesign your package design? We've designed more than a few beverage labels in our day. What about finding the right influencers that connect with your mission? Trust me; our team has that covered too. We'd love to hear how we can help promote your next big idea! Reach out today.
Polish that packaging
It may go without saying, but you need to have a product before you can begin marketing it. You’ve conducted the appropriate market research, went through product testing and people are raving about your drink, but you can’t start handing it out in any plain can or bottle. You need the proper packaging that will elevate your beverage and attract consumers.You may think the packaging isn't that important; fill up a bottle with your delicious product and call it a day. However, 72% of American consumers say that a product's packaging design influences their purchase decision. There are many packaging aspects to consider, from what container will preserve the integrity of your beverage to making sure the consumer can conveniently consume it once purchased. After that has been determined, you can turn your attention to designing the label that will be printed on the can, bottle, jar, glass or whichever vessel holds your drink.
You've been in this situation before: you walk into the convenience store looking for a new beverage to quench your thirst and there are dozens of options staring back at you. More often than not, it's ultimately the packaging that drives your decision. If you are a fan of color theory, studies show that different colors can induce feelings of hunger or happiness. All of these factors come into play before the consumer even has the chance to taste your drink.
Beer can package design mockups made for Goldhorn Brewery by our talented Creative Department at thunder::tech!
Samples and sponsorships
Now is the time to get consumers to taste your beverage. A great way to get started is by contacting your local grocer and asking if you can set up a small stand within their store to hand out samples of your beverage. This is a great opportunity to share information about your product. Plus, who doesn’t love a free sample?Event sponsorships are another great way to get your drink directly into consumers' hands. An event that targets your ideal consumer persona can be a home run for gaining new fans. Let's say you're marketing a sports drink. You could work with an upcoming marathon or a community fundraising walk. You could set up several booths along the path at the event and hand out free drinks to the participants. Another example could be handing out energy drinks at a popular music festival. This strategy is a more significant investment than giving out samples, but it's an efficient way to get a lot of people trying your beverage.
Utilize user-generated content and influencers
We've said it before, and we will repeat it, don't underestimate the power of social media. TikTok alone is taking over Google as the new search engine (we've got a whole blog about it, check it out here!). You should consistently post engaging content on your social platforms while interacting with your followers. Find influencers that genuinely reflect your brand's values and have them share your delicious product through sponsored giveaways.Social media also is a fantastic source of user-generated content (UGC). Fun fact: 40% of consumers will share pictures of products with unique packaging on their social media accounts and having killer packaging is only going to further encourage engagement.
Do you remember a few years back when Coca-Cola began putting people's names on the bottles and cans of their iconic soda? The reaction was overwhelming, with sales rising 11% in the United States and encouraging 1.25 million more teens to try a Coke. People everywhere searched for their names and shared them on social media. (As a non-soda drinker, I can contest even if I participated in this campaign upon finding my name.) We recommend creating a unique hashtag, such as #shareacoke, so you can easily track who is posting about your product and continue raising awareness about your brand.
Overall, as with marketing any product, it is vital to utilize a variety of marketing avenues to reach your target markets. But don't quit after creating a showstopping package design and giving out samples: more traditional methods like direct mail and coupons are also successful ways to promote your beverage.
Regardless of what point in your strategy you are currently at, we would love to give you a hand. Need to redesign your package design? We've designed more than a few beverage labels in our day. What about finding the right influencers that connect with your mission? Trust me; our team has that covered too. We'd love to hear how we can help promote your next big idea! Reach out today.
About the Author
Lizzie Thornton is a Brand & Content Strategist at thunder::tech. When she's not writing strategic content or crafting brand messaging, she spends her time watching true crime documentaries and saying "hi" to every dog she meets.