Marketers in the alcoholic drinks industry could benefit from creating a ‘distinctive brand world’ that has multiple layers which consumers might explore.

That’s the view of Steven Grasse, who was speaking at SXSW 2023. The creator of Hendrick’s gin and Sailor Jerry rum, and founder of marketing consultancy Quaker City Mercantile (QCM), has worked with the likes of Miller High Life, Guinness and Pilsner Urquell.

Why it matters

The alcoholic drinks industry is a competitive, but frequently commoditized, space. Brands often compete around a limited number of flavor and authenticity claims. Standing out requires the creation of deeper, richer propositions...