Want a Cult-Worthy Brand? Learn from the Spirits Category

When you look at the spirits category, there’s a lot to envy: tribal levels of loyal follows. An artistic playground for groundbreaking design. Consumers willing to pay premium prices with an insatiable appetite for the new. And a multitude of usage occasions that we seem to partake in, and iterate on, annually. Spirits brands are ones that create cultural conversation, get endorsed by the A-list and tap into our inherent desires with the twist of a cap, pop of a cork or psssssssch of a tab. These are brands with staying power.

In my career, I’ve worked on a multitude of brands in the wine, beer and spirits space, but I’ve also led creative teams for brands in sectors like food, grooming and hygiene. Sure, they don’t carry the inherent exoticism and promise of adventure that a bottle of bourbon does, but they can still create a sense of fandom. Whether it’s a snack cracker or a men’s razor, I’ve worked to bring the same methods to all of these offerings—the creative strategies that take brands from ordinary to obsessed-over. After all, those brands’ marketers want cult status too, right?

The Secret Sauce of Spirits Brands 

Find Your Anchor, but Don’t Let it Drown You

No matter the category, it’s important to give consumers enough visual fodder to look like you belong in the aisle and gain their trust. But you also want to serve a dose of new and different to drive trial and, ultimately, selection. One could argue designing alcohol brands is easy. The anchors are so strong in each category, it’s easy to pop up overnight and fit right in. At LPK, we think of anchors as category cues, visual and verbal, that signal familiarity and credibility. For instance: blue and silver = light beer. Serif fonts, batch numbers and craft paper = whiskey. Sleek, sans-serif type, poppy colors and tall bottles = vodka. This makes for a good-looking aisle, but also a sea of sameness.

No matter the category, make use of anchors on pack, in signage and beyond.  But, be sure you express what sets you apart, too. When we developed new brands for Beam Suntory, it was an exercise in distinction: Jim Beam Distiller’s Masterpiece capitalized on the rare and bespoke—from its unusual, badge-like bottle shape to silken ribbon and wax seal. Meanwhile, Devil’s Cut, using the last drops extracted from the barrel, told a flavor story unlike anything else in the aisle.