The Brand's Storytelling Big Bang Cheat-Sheet

The 6 Bottom-Up Steps Top Drinks Brands Get Right, Evolving their Storytelling (That Will Save You $100K in Useless Brand Assets)

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Dear Drinks Builder,

Ever wondered what’s the real secret behind some of the coolest drink brands? In Episode 027 of The MAFFEO DRINKS Podcast, I had the honor of interviewing Steven Grasse, the Founder of the agency Quaker City Mercantile from Philadelphia (USA) and the creator of brands such as Hendrick's Gin, Sailor Jerry Rum, and many others. You can listen to it here below, and I tried to summarize the most critical aspects we discussed with real brand examples.

1. The ‘Big Bang’ of Branding.

Building a brand doesn't commence with a product or the brand name. It's a comprehensive process. Like the Big Bang, everything converges at once, resulting in a singular idea that eventually crafts a world around itself.

2. A Balance of Brand and Liquid.

"What's your brand really about?" Let's take Sailor Jerry Rum. It was like the "punk rock Captain Morgan." It came at a higher proof (ABV) for just a dollar more. More value, more attitude, and certainly not run-of-the-mill. That's it. Simple, right?