Building drinks brands in today’s drinks market requires more than just creating a great product. It demands a brand strategy that appeals to both retailers and consumers.

After all, retailers decide which products make it to the shelves, while consumers ultimately drive sales. Balancing these two audiences in your drinks brand strategy is crucial for drinks brand growth.

Start with understanding what matters to each group. Consumers are drawn to brands that connect emotionally, tell a compelling story and offer a memorable experience.

Your drinks branding design and packaging need to stand out on shelf and online, communicating your brand’s personality clearly and consistently. Thoughtful branding, packaging and design strategy can create that instant recognition and appeal that builds audience growth.

Retailers, on the other hand, are focused on sales potential and how easily your product fits within their existing range. They want to see evidence of demand and clear positioning that reduces risk.

Your brand strategy should demonstrate not only who your target consumer is, but also how your product meets their needs better than competitors. Highlighting your unique selling proposition and market insights helps retailers feel confident backing your brand.

Consistency is key. Whether it’s your messaging, design, or customer engagement, keeping your story coherent across all touchpoints builds trust with both retailers and consumers.

Effective communication through digital marketing, trade promotions, and in-store support shows retailers you’re serious about driving sales and building audience growth.

Finally, collaboration with retailers can uncover valuable insights to refine your drinks brand strategy. Sharing sales data, consumer feedback and market trends helps create a partnership that benefits both parties and supports long-term growth.

Building a brand strategy that appeals to both retailers and consumers is a balancing act, but getting it right is a powerful way to stand out and succeed. Focus on clear positioning, strong design, consistent messaging and collaboration to build drinks brands that thrive in the market.
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Matt Remphrey