In this episode, we had a deep-dive conversation with Courtney O'Brien, founder of The Outlier Initiative, a boutique branding consultancy serving beverage brands ready to break out of the mould.

She spent over 20 years at some of the biggest beverage companies in the world — think Coca-Cola, Danone, and Gallo — where she didn’t just market brands… she built category leaders. Now, she champions challenger beverage brands ready to stand out through strategic positioning, sharp storytelling, and a deeply human-centred approach.

Meet Courtney:

Courtney launched The Outlier Initiative after decades in corporate brand management, where she built her reputation as a go-to expert in brand positioning and cultural relevance. She discovered her "superpower" was guiding brands to self-actualise — helping them become the most compelling versions of themselves. Now, she brings that strategic clarity to start-ups and founders who want to disrupt without losing their soul.

Branding is Not Tactics:

One of the biggest misconceptions Courtney tackles? That branding equals marketing tactics. She emphasises the importance of developing a clear, compelling brand message before jumping into tools like TikTok, email, or influencer partnerships. Strategy should drive execution — not the other way around.

Big vs. Small: How Challenger Brands Can Win: Courtney reveals the strategic advantages small brands have over their larger counterparts:

1. Ability to move faster and take risks
2. High-touch, unscalable actions like direct customer feedback
3. Authentic founder stories that big brands can't replicate

The Foundational Process: Courtney walks us through her 3-phase approach:

1. Learning: Market and competitive landscape, consumer behaviours, and category perception
2. Positioning: Mapping the white space and defining emotional resonance
3. Messaging & Tactics: Crafting a consumer-first narrative before choosing any marketing channels

A Masterclass in Consumer Psychology:

Drawing on frameworks like StoryBrand, Courtney explains how to make your customer the hero. She stresses the need for brands to get crystal clear on the problem they solve — not just describe their product features.

Personal Branding for Founders:

The conversation naturally extends into personal branding. Courtney shares her journey applying her own brand-building process to herself after 15 years in the corporate world — and why every founder should do the same.

Want to learn more from Courtney?

Connect with Courtney O'Brien:

🔗 Website:⁠ theoutlierinitiative.com⁠

🔗 LinkedIn:⁠ ⁠https://www.linkedin.com/in/courtney-obrien/

Looking to elevate your brand and marketing strategy?

Join our Beverage Business Hub for exclusive tools, training, and resources designed to help beverage brands thrive in the digital space. From plug-and-play templates to strategy sessions, we’ve got you covered.

🔗 Learn more here:⁠ https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠

In this episode, we had an insightful conversation with Scout Driscoll, founder of Vint, a branding studio dedicated to the wine and spirits industry. With over 20 years of experience in design and branding, Scout has helped countless beverage brands craft compelling identities that resonate with their ideal customers.

Meet Scout:

After running a broader design agency for two decades, Scout saw the need for specialised branding in the wine and spirits sector—leading her to establish Vint. Her approach goes beyond just logos and visuals; she focuses on creating emotional connections that make brands memorable and marketable.

Branding as More Than Just a Logo:

Scout shares her perspective on branding as a strategic foundation, not just an aesthetic choice. She explains how a strong brand identity guides business decisions, aligns stakeholders, and helps wineries build lasting relationships with consumers.

Crafting a Brand That Stands Out:

With competition fiercer than ever, how can wine and beverage brands differentiate themselves? Scout breaks down key strategies, including:

• Defining a brand’s core emotional driver

• Understanding the ideal customer and their values

• Using a brand’s unique personality to create distinction beyond product details

  
  

Navigating a Saturated Market:

Chloe and Scout discuss the challenges of cutting through the noise in the beverage industry. Scout offers expert insights into how wineries can position themselves effectively by focusing on what makes them irreplaceable to their audience.

The Power of Mentorship & Community:

Entrepreneurship can be a lonely road, but Scout highlights the importance of small, high-quality networking groups and mentorship. She shares how these communities have played a pivotal role in her business success.

Want to learn more from Scout?

Connect with Scout Driscoll for expert insights on branding:

🔗 Vint Branding: https://www.vint.studio

🔗 LinkedIn: https://www.linkedin.com/in/scoutdriscoll

Ready to elevate your knowledge and execution in digital marketing?

Explore our⁠ ⁠Beverage Business Hub membership!⁠⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here:⁠ ⁠⁠⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠⁠.

🔗 Learn more here: https://crushatsocial.ac-page.com/beverage-business-hub-join-us

In this episode, we nerd out with Molly Bossardt, a Facebook Advertising Specialist known for delivering outstanding results for wine brands (like a jaw-dropping 10x return on ad spend!). With a Master's in Art Business and over nine years of marketing experience, Molly founded Bread & Butter Digital Marketing in 2020 to revolutionise winery marketing in Charlottesville, Virginia, and beyond.

Meet Molly:

Molly has blended academic expertise with practical experience to drive revenue through innovative marketing campaigns. She is acutely aware of the wine industry's hurdle: the imperative to allure younger demographics as older cohorts diminish.

Navigating the Digital Landscape:

Molly delves into her journey navigating Facebook and Instagram advertising for wine brands, shedding light on the platforms' ever-changing landscape. She explores current effective strategies amidst dynamic shifts and touches on the evolving role of AI in advertising.

Targeting and Creativity:

She delves into the importance of "creative" targeting in effectively captivating the "new consumer" on these platforms and how to leverage AI to keep ad costs down and converting better. 

Digital Strategy for Wineries:

We scrutinise the role of advertising in wine brands' overarching digital strategy, clearly distinguishing between lead generation and direct sales objectives.

Budgeting and ROI:

We also delve into the pay-to-play dynamics of social media advertising, offering insights into establishing optimal ad budgets for wineries. Furthermore, she discusses differing agency viewpoints on ad spend, stressing the significance of customised strategies and measurable ROI.

Want to learn more from Molly?

Connect with  Molly Bossard for further insights and resources.

🔗LinkedIn: https://www.linkedin.com/in/molly-bossardt-5a804859/

🔗Website: ⁠https://www.breadandbutterdigitalmarketing.com/

Free Facebook Ads Audit (valid May 2024): https://www.breadandbutterdigitalmarketing.com/free-meta-audit

Ready to elevate your knowledge and execution in digital marketing?

Explore our⁠ ⁠Beverage Business Hub membership!⁠⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here:⁠ ⁠⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠⁠.

In today's episode, we dive into digital marketing and SEO strategies tailored to beverage brands. Our guest, Connor Widder, is the owner and founder of KRU Marketing, which helps wineries get more tasting room reservations, online wine sales & wine club subscriptions through search marketing campaigns. He has helped wineries grow sales from $3 M to $30M through his Framework and will be spilling some of his secrets here today and in the Beverage Business Hub, where we are super excited to welcome him as a guest expert!!!!

What’s in this episode? 

Understanding the Significance of SEO for Beverage Brands

We discuss the role of SEO in capturing consumer interest, driving website traffic, and ultimately boosting sales for beverage brands in an increasingly digital marketplace.

Key Insights into Effective SEO Strategies

Connor shares practical SEO tactics and success stories, illustrating how optimising website content can dramatically enhance online visibility, and drive both online and offline sales.

Common SEO Pitfalls to Avoid

Connor highlights mistakes made by beverage brands in SEO implementation, such as neglecting core SEO features on product pages and overlooking proper content structuring.

Measuring ROI and Success in SEO Efforts

Connor provides valuable insights into tracking the ROI of SEO campaigns, emphasising the importance of setting up analytics tools and aligning digital marketing efforts with tangible business outcomes.

Strategic Approach to Digital Marketing for Wineries

The episode highlights the need for wineries to view digital marketing as a long-term investment, prioritising strategic planning and expert guidance to maximize ROI and drive sustainable growth.

Want to learn more from Connor?

Connect with Connor Widdler for further insights and resources.

🔗 LinkedIn: https://www.linkedin.com/in/connorwidder/

🔗 Website: https://krumarketing.com/

Ready to elevate your knowledge and execution in digital marketing?
Explore our⁠ ⁠Beverage Business Hub membership!⁠⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here:⁠ ⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠⁠.

Welcome to The Beverage Business Hub⁠-Cast! Today, we're delving deep into the world of personal branding, tailored for the wine industry, with our expert guest, Priscilla Hennekam. Priscilla, a true innovator, wine specialist consultant, and seasoned business owner, joins us to share her wealth of experience and insights. Together, we're uncovering the ins and outs of personal branding—sharing our journeys, the challenges, and the incredible professional successes it brings. Tune in to absorb Priscilla's expertise, insights and experiences and discover how personal branding can set you apart and secure you opportunities in our industry!

Why Personal Branding:

In today's digitally-driven landscape, a personal brand serves as your unique stamp in a crowded online sphere. Crafting a compelling personal brand isn't just about visibility—it's about creating your OWN opportunities and letting people get to know, like and trust you before deciding to work with you on a project or opportunity. 

5 Practical Steps to Kickstart Your Personal Brand:

1. Decide:

Making the decision to cultivate a personal brand marks the pivotal starting point. It's about committing to showcasing your professional identity and leveraging platforms like LinkedIn, Instagram, Facebook, or other mediums as your stage. This intentional choice sets the groundwork.

2. Find Your Niche:

Identifying your unique niche is pivotal for a strong foundation. It's not just about being in an industry; it's about pinpointing what uniquely sets you apart within that realm. This involves recognising your strengths, passions, and expertise that distinguish you from others. By defining your niche, your brand gains a clear and distinct identity within the market, making it easier to resonate with your target audience.

3. Be Authentic:

Authenticity forms the core of a compelling personal brand. It's about showcasing the true essence of who you are—your values, beliefs, and genuine self. Authenticity breeds trust and establishes deeper connections. People are naturally drawn to sincere and real individuals, creating a loyal audience base that resonates with your authentic message.

4. Share Your Value:

Providing value is essential in establishing your brand's credibility. Share your expertise, knowledge, and insights generously. Utilise various mediums—blogs, podcasts, videos, social media posts—to offer solutions, tips, and valuable content related to your niche. Consistently delivering value positions you as an authority in your field, enhancing your brand's reputation.

5. Show Up:

Consistency is the linchpin of building a personal brand. It requires persistent effort and visibility. Consistently engage with your audience across chosen platforms—be it LinkedIn, Instagram, or a personal website. Regularly contribute to discussions, share updates, and actively participate in industry-related conversations. The consistent presence reinforces your brand's visibility and reinforces your message, creating lasting impact and resonance within your audience.

Where can our guests find you?

Connect with Priscilla Hennekam for further insights and resources here: 

🔗 Main website - ⁠http://www.hennekamwines.com/

🔗 Linkedin Profile - https://www.linkedin.com/in/priscillahennekam/

🔗 Instagram - https://www.instagram.com/hennekamsommeliere/

Ready to elevate your knowledge and execution in digital marketing?

Explore our⁠ ⁠Beverage Business Hub membership!⁠⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here:⁠ https://crushatsocial.ac-page.com/beverage-business-hub-join-us

In this episode of the ⁠Beverage Business Hub⁠ cast, we will delve into a fundamental aspect of consumer behaviour and branding: the power of "why." As Simon Sinek famously said, "People don't buy what you do; they buy why you do it." This sets the stage for exploring how the 'why' behind brands profoundly influences consumer choices and brand success.

The Power of 'Why' in Consumer Behavior

Let's begin by exploring a compelling example demonstrating the impact of 'why' on consumer behaviour. Consider two wineries offering similar products but at vastly different price points. What sets them apart? It's their 'why.' We'll examine how a brand's underlying purpose and story can significantly shape consumer perceptions, influencing their purchasing decisions.

Understanding the Significance of 'Why' in Branding

Taking cues from iconic brands like Nike, we'll dissect how a clear 'why' propels certain brands ahead of others in competitive markets. We'll discuss how uncovering a brand's 'why' is intricately linked to crafting a Unique Value Proposition (UVP), a critical component in brand differentiation and resonance.

Crafting a Captivating UVP

What makes a UVP compelling? We'll break down the golden circle concept introduced by Simon Sinek - the 'why,' 'how,' and 'what' - and illustrate its application in crafting a UVP that resonates deeply with the target audience. Drawing examples from the wine industry, we'll showcase brands like Avaline Wines, Empathy Wines, Penfolds, and Wine for The People to highlight diverse yet effective UVP strategies.

The Challenge of Defining the 'Why'

Not every brand finds it easy to articulate its 'why.' We'll discuss the challenges some brands face in defining their purpose and how this impacts their overall marketing strategy. Furthermore, we'll showcase how a clear 'why' can transform various touchpoints, from web design to customer experience.

Would you like all this information in a digestible FREE mini e-book: Grab the full 7-step blueprint here: ⁠https://crushatsocial.ac-page.com/from-ferment-to-fame⁠ 

Ready to elevate your knowledge and execution in digital marketing?

Explore our⁠ ⁠Beverage Business Hub membership!⁠⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here:⁠ ⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠⁠.

Welcome to ⁠The Beverage Business Hub⁠-Cast! In today's episode, we're diving deep into the world of data-driven marketing with Kelsey Parkin, an expert in data analytics and business systems. She's here to unpack the power of data, where to get best started know what to track, how to track it and the kind of impact it can bring to your beverage business. 

Background and Expertise:

Kelsey shares her journey into the world of data analytics and business systems, shedding light on what inspired her to specialize in assisting businesses with their data-driven strategies. Her expertise lies in deciphering complex data sets and crafting streamlined systems that fuel business growth.

Understanding Data's Role:

Discover the benefits of leveraging data in marketing, and understanding why brands should prioritise data-driven strategies in their day-to-day operations. Learn where small to medium beverage brands should start and the key areas to focus on for beginners. Kelsey also reveals the top software for gaining valuable insights.

Customised Data Dashboards:

Learn about the benefits of custom data dashboards for beverage businesses and the essential metrics to gauge the success of digital marketing efforts. Gain insights into how often these dashboards should be reviewed and essential tips for reporting.

Challenges and Solutions:

Kelsey discusses common areas where ecommerce brands fail in data tracking and analysis, highlighting significant blind spots that companies often overlook. Listen closely to avoid these pitfalls in your data strategy.

Where can our guests find you?

Connect with Kelsey Parkins for further insights and resources here: 

🔗 Main website - https://kelseyrparkin.com/

🔗 Traffic tracking bundle (UTM tracking) - https://bit.ly/3GwCuFq

🔗 Tiktok - @kelseyrparkin

Ready to elevate your knowledge and execution in digital marketing?
Explore our ⁠Beverage Business Hub membership!⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here: https://crushatsocial.ac-page.com/beverage-business-hub-join-us

In this episode of the Beverage Business Hub cast, we introduce "Ready, Set, Goal! It's Time to Grow or Go Home." This is about casting a huge vision, getting your team back the mission, and setting measurable business and marketing goals. If you ever wonder if your team's (or your own) actions are leading the business to where you want it to go, this is a good episode to refresh your memory on the goal-setting process, ready for a BIG 2024 and beyond!

How important is a solid business foundation and vision statement for long-term success?

Beginning with a clear vision statement lays the groundwork for enduring success in any business. It's about embracing a broader perspective beyond immediate goals, which is vital in navigating evolving business landscapes. Consistency in beliefs while adapting to change ensures a steady guiding principle. Empathy Wines' success, rooted in a strong consumer-centric approach, illustrates the impact of a well-defined vision.

How do businesses break down larger goals into achievable milestones?

Breaking broad business aims into specific, achievable milestones is crucial for realizing grand visions. For instance, converting a goal like "Sell more wine DtC" into a tangible objective such as "Sell 20% of total production through online channels in the next twelve months" sets clear, attainable steps toward overarching goals.

Why is employee engagement and alignment crucial to the company's vision?

Employee buy-in drives motivation and teamwork, creating brand ambassadors aligned with the company's purpose. This alignment reduces turnover and nurtures a committed team that resonates with the company's mission.

What role does the SMART test play in achieving business objectives?

The SMART test, focusing on Specific, Measurable, Achievable, Relevant, and Time-based objectives, guides goal achievement. Each criterion ensures clear, quantifiable, and realistic goals aligned with larger objectives. Employing this test helps set actionable and transparent goals.

How can businesses ensure goal achievement?

Envisioning the company's future and setting SMART objectives despite distractions is pivotal. This clarity aligns team efforts toward defined and measurable goals, keeping them motivated and on track for success.

Would you like all this information in a digestible FREE mini e-book? Grab the full 7-step blueprint here: https://crushatsocial.ac-page.com/from-ferment-to-fame 

Ready to elevate your knowledge and execution in digital marketing?

Explore our ⁠Beverage Business Hub membership!⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here: ⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠.

Welcome back to The Beverage Business Hub-Cast - In this episode, we discuss one of the fastest ways to generate revenue through digital marketing and one of the first channels you should implement after building a website. Email marketing! We'll explore the first six campaigns you should implement to build revenue and brand strength within just 30 days, emphasising leveraging email flows, especially through the powerful platform of Klaviyo, to establish impactful communication channels with subscribers.

Six Essential Email Flows for Revenue Growth:

Ready to elevate your knowledge and execution in digital marketing?

Explore our ⁠Beverage Business Hub membership!⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here: ⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠.

Welcome to The Beverage Business Hub-Cast! This episode delves into the intricate world of restricted marketing within highly regulated industries like alcohol. Our guest, Georgia Mountford-Blake, a seasoned expert in aiding businesses to navigate the complexities of advertising platforms and overcome hurdles related to meta-advertising policies, joins us. Georgia shares invaluable insights and strategies to manoeuvre the beverage industry's marketing challenges while staying compliant with stringent regulations.

Background:

Georgia Mountford-Blake sheds light on her journey and expertise in helping businesses thrive within tightly regulated sectors.

Overcoming Advertising Challenges for Restricted Products:

Addressing the misconceptions and legalities surrounding advertising for wineries, distilleries, and breweries. Exploring specific challenges faced by businesses dealing with restricted products like CBD, mental health, sex, and alcohol.

Navigating Meta Advertising Policies and Regulations:

Georgia dissects the intricate landscape of meta-advertising policies and offers practical tips to help beverage businesses avoid pitfalls and remain compliant.

Effective Strategies and Tactics for Selling Beverage Products on Social Media:

Insights into leveraging social media platforms despite regulations, providing actionable strategies for successful product marketing.

Future Trends and Emerging Opportunities:

Georgia forecasts the evolving landscape for beverage brands in advertising on social media, highlighting emerging trends and upcoming opportunities.

Where can our guests find you?

Connect with Georgia Mountford-Blake for further insights and resources here:

🔗 Website⁠⁠⁠

🔗Instagram

Ready to elevate your knowledge and execution in digital marketing?

Explore our Beverage Business Hub membership! Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here: https://crushatsocial.ac-page.com/beverage-business-hub-join-us.