Let's face it. Non-alcoholic beverage drinks are all the rage right now, and for good reason. There are a plethora of innovative and emerging non-alcoholic beverage brands on the market that are taking the drink industry by storm. So, how does one stand out? How do you get consumers to do a double take of your product?
Great question. Ensuring your product has these non-negotiables before your product goes to market would be a good place to start.
- Functional ingredients that advocate for healthy benefits in non-alcoholic beverages. Consumers are more health-conscious than ever before. Does your product incorporate adaptogens, probiotics, and/or vitamins? Great! Highlight that and let your ingredients take center stage because you have nothing to hide. Building your brand around clean ingredients is just smart.
- Sustainability and ethics remains at the forefront for consumers. Your brand should demonstrate your sheer commitment to ethical sourcing, sustainable packaging, and green marketing strategies for your eco-friendly beverage product.
- Flavour Innovation - what does your non-alcoholic beverage brand have to offer in terms of flavour and ingredients that hasn't already been done? Soursop? Starfruit? Indian gooseberries? Whatever it may be, tap into that and watch it spark interest. #wewantdifferent
The list goes on, but we'll cut it short, otherwise we would be here all day! More importantly, in today’s world, consumers (emphasis on Gen-Z) want to feel a part of something bigger rather than just looking at static pictures of your product - they want a creative experience. Your product should shine with brand authenticity whilst effortlessly building an emotional connection with your audience. What is your brand's story map? How does your brand capture cultural moments? What creative universe have you mapped out that clearly identifies the narrative and overall theme of your beverage brand? It's much more than pretty branding or a successful campaign. Taking advantage of things such as merch drops and knowing how to tease it to your audience - at the right time - is a vital part of building brand anticipation.
These are just a few tips to help distinguish your non-alcoholic beverage brand so that your product can be the main course in the drink aisle. Now get out there and smash it.