Missed The Lock-In?

Our Chief Strategy Officer, Neil Bennett, was joined by five brilliant marketing leaders from the world of drinks for an honest, off-the-record conversation about one simple question:

Why do some drinks brands get ordered by name while others are forgotten?

Together, drawing on more than 50 years of experience across beer, wine, spirits and no-and-low, they shared practical lessons from launching brands, growing categories and creating ideas that stick.

The conversation highlighted four themes that every ambitious drinks brand should be thinking about:

Here are four ideas every drinks marketer should be thinking about.

The brands that win know exactly who they're for, what matters to them and where they show up.

1. Relevance beats reach

Consumer behaviour is changing, creating new spaces for brands willing to think differently.

2. Opportunity outweighs challenge

The best product ideas don't just generate sales—they give people something worth noticing, remembering and talking about.

3. Innovation fuels growth

The strongest brands don't just market to people; they become part of the communities that shape culture.

4. Communities build memorable brands

Grab yourself a drink and watch the session below.

Ready to see how your own brand stacks up?

If the conversation got you thinking about your own brand, we'd love to continue it.

Over the next couple of weeks, we're opening five complimentary Brand Memorability Diagnoses for ambitious drinks brands.

In a focused 90-minute working session, we'll help you understand:

  • Where your brand is easiest to remember—and where it's easiest to forget.

  • The biggest opportunities to increase consideration and mental availability.

  • The strengths you should build on to create competitive advantage.

  • Three practical priorities to help your brand become easier to remember, easier to choose and ultimately easier to grow.

You'll leave with a clear, independent point of view and practical actions you can put into practice straight away.

Only five spaces are open, first come first served.

No pitch. No obligation. Just an honest point of view.