Whisky has been one of the persistently fashionable alcoholic drinks world wide for so long as it has been offered. However, it’s positively the case that whisky is extra fashionable than it has ever been.
That is very true in markets world wide the place demand for high quality Scotch whisky typically outstrips provide. And with this success has come an inflow of whisky producers trying to get in on the motion.
On this crowded market, it’s important for firms to distinguish themselves from rivals and present that their product is greatest. However with such an costly product it takes a very long time for a person buyer to ascertain preferences based mostly on style. That is why branding has change into important to whisky firm advertising and marketing.
The influence of branding
There may be little doubt that the whisky trade is way from the one one which has seen a surge within the significance of fine branding. Certainly, over the previous twenty years or so, branding has change into seen as completely essential to the long run success of your small business, it doesn’t matter what trade you’re in.
“Good branding will increase the worth of an organization, offers workers with course and motivation, and makes buying new prospects simpler,” says Anas Khan, writing from Designiscope. “Whether or not we speak about constructing a brand new model or rebrand the outdated one, there’s at all times a method or plan that takes place in the correct means. Every thing we find out about each product we use is due to branding. It’s the hyperlink that connects the corporate to the shopper and buyer to the corporate.”
How do firms spend money on branding?
Whisky companies have taken many various approaches to investing in branding for his or her merchandise. Highland Park have had nice success with their eye-catching engraved bottles, whereas there are lots of examples of rebranding bottle labels to assist them stand out on grocery store cabinets.
Generally it’s the easy issues just like the visuals that matter probably the most. Now we have seen whisky firms investing closely of their visible output. For instance, photographing their merchandise utilizing polarising lens filters to offer a richer look, or utilizing different product pictures methods comparable to prime lenses with a set focal size to focus on the detailing on the bottles.
For instance, check out how natural whisky producer Nc’nean captures photos not solely of their bottles, but in addition of the native panorama as part of their web site branding. That is essential to their advertising and marketing not solely as a status choice, but in addition an moral one.
Success tales
It’s definitely the case that we now have seen a unbelievable vary of whisky success tales lately – and far of this has come right down to intelligent branding. Bruicchladdich Distillery, which noticed its personal manufacturing unit mothballed from 1994 to 2000, has returned to the market as a serious participant, branding itself as an innovator.
Certainly, manufacturers are additionally noticing the ability of whisky as an expertise within the fashionable market. Prospects are more and more on the lookout for a product that’s greater than a drink. That’s the reason distilleries have invested a lot within the branding of their distilleries, to make them a extra attention-grabbing and memorable customer expertise.
Whisky is a standing image
After we take into consideration what a buyer is on the lookout for from a fantastic whisky, we frequently speak concerning the traits of the drink itself. And naturally, on this regard there are lots of other ways to think about it: one buyer may worth a smokey, peated whisky with nice richness and depth. Whereas one other is perhaps desirous about crisper, sweeter flavours.
However this deal with the product is failing to recognise one thing about whisky: it’s greater than a drink, it’s a standing image. What permits Glenmorangie and Dalmore to cost double the value of firms like Speyburn and Inchmurrin for his or her 18-year-old whisky shouldn’t be a query of high quality. It’s a query of status.
World wide, in all places from India and China via to South America, with the ability to purchase recognisable branded whiskies exhibits standing. Identical to sporting a Rolex watch or a designer purse.
Branding might help smaller firms too
In fact, many whisky distilleries have been round for a whole lot of years, and have been in a position to construct their branding round long-term high quality and historic status. You may assume, then, that nice branding can solely exist to spice up the recognition of already-successful whisky firms.
Nonetheless, it’s definitely the case that lately we now have seen smaller and youthful firms with the ability to have an excessive amount of success. Maybe most notable has been the rise of Arran – a distillery that has pushed its branding round simplicity and high quality.
However it is a lesson in that there’s multiple solution to do nice whisky branding. Have a look at the success of Smokehead. First launched in 2006, Smokehead is a mainstay on grocery store cabinets partially because of its dramatic visuals.
Creating consciousness
So, how are whisky firms creating consciousness round their merchandise and pushing their branding? The reply, within the majority of circumstances is pretty easy; they’re spending cash. There may be little doubt that many whisky distilleries have seen the sense in placing cash into their whiskies.
There have been vital TV promoting campaigns selling even smaller firms, and undoubtedly the push so as to add extra whisky to the liquor aisle in supermarkets has made an enormous distinction. The truth that it’s not essential to go to a specialist store to seek out high quality whisky has been essential.
There may be little doubt that branding now performs a large half in whisky gross sales. Firms which were additionally to hone and maximise their branding comparable to Johnnie Walker command a good portion of the whisky market even in an period the place we perceive greater than ever about crafting high quality whisky.
In fact, it is very important do not forget that branding can’t be the be all and finish all of whisky producers. Producing a fantastic product remains to be very important – even the best branding can overcome a foul whisky, so there needs to be some acknowledgment of each facets relating to the simplest methods to market your whisky.
