The Target Occasion Checklist
The Power of a Focused Drinks Strategy: The Biggest Mistake Brands Do, Trying to Appeal to Everyone (with Nobody Knowing What to Do with Your Bottle) and How to Fix It.
The MAFFEO DRINKS Guides is a bi-weekly email newsletter. With a systematized approach, it helps drink builders grow their brand from 10 to 10k cases. Each edition solves one clear challenge for subscribers. Some editions are free, and others are paid. Sign up here
Dear Drinks Builder,
In the vibrant world of spirits and cocktails, drink brand owners often find themselves embroiled in a perpetual debate: Should their product be savored neat, mixed into cocktails, enjoyed as a digestif, or sipped as an aperitif?
Despite seemingly innocuous, it can become a critical crossroads for a brand's identity and success.
Unfortunately, many brands hesitate at this junction, attempting to be all things to all people.
While this debate rages in meeting rooms across the globe, I've noticed that 99% of brands procrastinate on this decision, trying to appeal to the masses and "let them choose."
This democratic approach in meeting rooms often leads to indecision. Consensus in the echo chamber makes us pretend we've decided while pleasing everyone. As David Ogilvy famously suggested, there's a reason why there are no statues of committees in city parks.
The result? A drinks strategy that's supposedly great for cocktails, awesome when consumed neat, and also perfect for mixing.
Really? We avoid offending anyone by suggesting they invent their ritual and garnish. But this leads to a bottle sitting on a back bar without anyone knowing what to do with it.
Too many options equal no options.
We think success comes from being seen and sold in the world's best bars. However, it's really about building a clear connection to one occasion in the minds of both bartenders and consumers.
Before we dive in, have a look at these Related Articles:
