A sip into the Art of Branding
Step into a world where branding brilliance meets cocktail creativity. In this exploration, we’ll uncover how diverse brands, from established giants to emerging players, have sculpted their unique spaces, captivated their audiences, and woven narratives that extend far beyond their products.
What do they have in common? A crystal-clear brand personality and a deep understanding of their audience.
Patrón Tequila: Precision by the giant brand with small brand mentality
Patrón Tequila exemplifies how a brand can use its history and production process as a cornerstone of its strategy. The bee in its logo isn’t just an emblem; it represents the intricate natural process of pollinating the Weber blue agave. Even though its vast size, Patrón’s commitment to eco-friendly practices and artisanal production appeals to a discerning audience who values authenticity and craftsmanship.
Cocktail Recipe: Patrón Reposado Espresso Martini
- 45 ml Patrón Reposado
- 45 ml chilled espresso
- 15 ml Demerara syrup
- A pinch of sea salt
Method: Combine ingredients in a shaker with ice, shake, and strain into a cocktail coupe. Garnish with coffee beans.
Aperol: Colourful Storytelling
Aperol’s use of vibrant orange not only in the bottle but in its branding instantly captures attention, a smart strategy for a brand positioning itself as lively and approachable. Introduced in 1919, Aperol’s bold colour and unique taste have made it synonymous with the Italian aperitif experience, targeting an audience that appreciates both tradition and fun. Their user-generated content strategy, leveraging micro-influencers, adds a personal touch to their brand. As a brand by the house of brands Campari
Cocktail Recipe: Aperol Spritz
- 90 ml Aperol
- about 60 ml Prosecco
- Splash of soda water
- Orange slice for garnish
Method: Fill a large wine glass with ice, add Aperol, Prosecco, and soda water. Garnish with an orange slice.
Seedlip: Pioneering Non-Alcoholic Elegance through strong brand positioning
Seedlip, a pioneering force in the non-alcoholic sector, beautifully marries heritage in farming with a flair for nature and design. It positions itself as an elegant, sophisticated alternative for the modern, health-conscious consumer, redefining the non-alcoholic drinking experience with stunning branding and a delicious product range.
Cocktail Recipe: Seedlip Garden & Tonic
- 50 ml Seedlip Spice 94
- 100 ml fresh apple juice (cloudy variety is best)
- A squeeze of fresh lime juice
- Cinnamon stick and or Apple slice, for garnish
Method: Fill a highball glass with ice to chill. Pour in 50 ml of Seedlip Spice 94. Add 100 ml of fresh apple juice. Squeeze in a bit of fresh lime juice for a citrusy zest. Stir gently to mix the flavours. Garnish with a cinnamon stick and an apple slice on the glass rim.
Disaronno: The Luxury of Tradition in its brand personality
Disaronno’s brand strategy leverages its rich history in amaretto-making to position itself as a luxurious, timeless choice. Its distinctive bottle and large square cap are visual tools that communicate elegance and quality, appealing to a clientele that values both heritage and luxury.
Cocktail Recipe: Disaronno Sour
- 45 ml Disaronno
- 30 ml fresh lemon juice
- 7 ml simple syrup
- Egg white (you don’t need it but it tastes better with it)
Method: Shake ingredients with ice, strain into an ice-filled rocks glass, garnish with lemon zest.
Through these examples, we see how brands can create a unique identity and resonate with specific audiences.
From Patrón’s artisanal approach to Aperol’s vibrant storytelling, and from Seedlip’s innovative non-alcoholic elegance to Disaronno’s luxurious tradition, each brand has successfully crafted a narrative that extends well beyond their products.
This exploration underlines the power of strategic branding in the world of cocktails and spirits.