By: Alexa Greco


A successful brand goes beyond just a name, it encapsulates a story, resonates with a specific audience, holds significance, and communicates a compelling message.  When creating a brand, it is crucial to take the time to dive deep into the intricate details rather than just focusing on the surface level components. Here are the top things to think about when concepting an alcohol brand:

Develop a Captivating Brand Story
At the heart of every memorable brand lies a compelling story. It is essential to craft a narrative that not only covers the history and values of your brand, but also resonates with your audience on a personal level. Likewise, it is important to communicate the passion and dedication that goes into the product’s creation. A well-defined brand story helps humanize your business, creating a deeper connection with your customers.

Define Your Distinctive Qualities
Your brand needs to stand out by highlighting its significance. To make your brand known to the customer, you must clearly express the unique value proposition that sets your brand apart from the others on the shelf. Whether it’s the purity of ingredients, a unique distillation process, or a centuries-old family recipe, highlight these distinctive qualities. Establishing your brand’s importance lays the foundation for building a lasting connection with your audience. Since shelf space is so limited and crowded, it is crucial that your brand stands out from the others.

Define your target market
Understanding your audience is critical to creating a brand that speaks directly to their needs and lifestyle. One of the first things you need to do when concepting is conducting thorough market research to identify your target demographic, their preferences, and pain points. Are you catering to wine enthusiasts, the young unexperienced drinker, or those who appreciate premium spirits? Create your brand concept to resonate with this specific group, ensuring that your messaging is not only relevant but also sparks genuine interest. 


Invest in brand packaging and experience
The visual identity of your alcohol brand is just as important as the liquid inside the bottle. It’s important to invest in a thoughtful and visually appealing packaging design that reflects the personality of your brand, while ensuring it aligns to your brand’s story and target market. Consider how consumers will experience your brand beyond the bottle. From tasting events to social media content, create opportunities for consumers to engage and connect with your brand on a deeper level. Keeping your brand active in the industry and social media helps build a community around your product, creating brand loyalty.

Concepting a successful alcohol brand involves creating a captivating story, understanding your target audience, articulating the significance of your brand, designing thoughtful packaging, and crafting a clear and resonant message. By carefully considering these key elements, you can craft a brand that not only stands out on the shelf but also creates a meaningful connection with your target market. 

The brand execution team at MHW offers concept-to-commercialization services helping brand owners like you create new to world brands that are proudly displayed on shelves all over. These services include new brand development, product reengineering, liquid sourcing, co-packing souring and so much more. The team also partners with United Creatives, a group of experts in graphic design and branding, to bring your idea to life. If you’re interested in learning more about these services, send an email to  If you want to read more about brand design, check out this Q&A with Chris Edmunds of United Creatives.