3
WEBSITE
4
SOCIAL MEDIA
While your package needs to stand out on a store shelf, your digital presence should be just as strong. It needs to be a continuation of your packaging and brand story as it will likely be one of the first ways a customer will discover your brand. According to a Provoke Insights3 consumer trends study, 66% of people engage with brands online, with the majority of the interactions happening with the brand’s website. The size and functionality of the site will depend on the needs of your brand and your
According to HubSpot, social media has become the primary way in which consumers discover new brands or brands that are new to them, with 63% of consumers intrinsically inclined to believe that what is posted on social media is authentic to the brand. It is imperative that you use this channel to continue to foster trust in your customers. Identify the key pillars of your brand story and abstain from posting anything that doesn’t fit within at least one of these pillars, and this will help ensure that your message remains consistent. Social media is also an opportunity to get more personal with your audience — 63% of people value authentic posts vs. overly polished posts. This is the outlet to generate excitement about your brand before you have launched and provide a behind-thescenes look into your brand. Social media is a powerful sales tool. According to Sprout Social,6 80% of consumers are influenced by social media to make impulsive purchases multiples times per year. This influence can come directly from the brand’s account or from other users creating reviews or posting comments. 5
5
https://offers.hubspot.com/consumer-trends
6 https://brandfolder.sproutsocial.com/VXTUTVL1/at/c5xxww63p5qnmhqrw5qsrb9n/ index_2025_what-consumers-want-on-social.pdf
W W W . ARTISANSPIRITMAG . C O M
budget. If you can’t swing a full website build, develop a single page landing page with a brand statement, your contact information, and a way to collect information from interested consumers to allow you to build an email marketing list. Ideally, you will want to include a way to purchase your product directly through your website. How this is implemented will vary depending on the state from which you are selling your products. According to Statista,4 more than 75% of retail site traffic and about 66% of purchases came from mobile devices. Regardless of the size of your site, streamlining your path to purchase and mobile optimization should be top priorities for your website design. 3 https://provokeinsights.com/fall-2022-winter-2023-alcohol/ 4 https://www.statista.com/statistics/201680/ retail-site-device-visit-order-share-usa/
CONCLUSION Brands of all sizes can substantially increase their success rates at launch or when repositioning by focusing on the Core 4 expressions of the brand. Now more than ever, articulating a compelling brand story that connects with your consumer and then delivers on the brand promise through exceptional packaging, website, and social media is not merely an aesthetic exercise, but a commercial necessity. David Schuemann is the owner and creative director of CF Napa Brand Design. Visit www.cfnapa.com or call (707) 265-1891 for more info.
our commitment
Crafting Partnerships At Independent Stave Company, we’ve always believed that the best distillers deserve the best partners. Since 1912, we’ve proudly partnered with the world’s finest distillers united by shared values of quality, consistency, and creativity. We’re committed to what matters most to you, and building strong partnerships is one of our greatest strengths.
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