if I ran a… non-alcoholic drinks brand.
With so many people embracing sober-curious lifestyles, especially younger generations, I wanted to explore how I'd approach creating a brand in this space that feels authentic rather than just jumping on a trend. This is part of my "If I Ran a..." series where I share my creative vision for different types of businesses.
I don’t know if it’s my new studio or the amazing brand conversations I’ve been having this week, but the creative juices have been flowing! I’ve been working with a whole stack of new food businesses recently, and it’s been good to flex my photography muscles and challenge myself with some seriously creative briefs. After styling some beautiful poolside cocktail shots for a client, inspiration struck, which leads us to the latest instalment of my most requested series! I’m bringing to life my vision of how I’d run a non-alcoholic drinks brand.
Here’s how I would approach it:
The purpose behind the brand would be about embracing non-alcoholic options and shifting consumers' perspectives that being sober can be the cool choice! There’s been a huge rise in the popularity of low- or zero-alcohol drinks, as younger generations turn to healthy-but-still-delicious drinks (that also look great on the ‘gram). It would be crucial to capture the essence of this, without it feeling too much like a trend or fad, and instead turn it into a consistent, ongoing choice. Much like reaching for that 2 pm Coke Zero or the glass of wine after dinner, it would be about turning that previously unhealthy habit into a luxurious ritual.
To embody this health-conscious approach, I’d name the drinks brand ‘Bloom’: it instantly brings to mind images of nature, as well as the concept of growth, which reflects the choice of non-alcoholic options. The simplicity of the name opens up a whole world of marketing options, as well as the option to have a base range of ‘Bloom’ drinks, then adding words like ‘Still’, ‘Sparkling’, or ‘New’ to help expand the product lines further (eg. Sparkling Bloom could mimic sparkling seltzers, and Still Bloom could be a fruit-based ‘mocktail’ style).
The flavours and ingredients would also continue the theme of health-consciousness, with natural and organic selections, and ensuring all the drinks had either minimal or no added sugar. There could be a play on some classic cocktail flavours that easily slot in for customers looking for a direct swap, but there’s also an opportunity to play with some unique flavour combinations (like florals) that can be a completely different option. The drinks could also be enhanced with naturally calming or energising ingredients - additions like adaptogens, nootropics, and other traditional medicine ingredients are rapidly gaining popularity overseas.
And the ethical and natural focus wouldn’t stop at the drink either - all packaging would be sustainable, from recyclable cans to the cardboard case they’re sold in. Partnering with sustainable, carbon-neutral charities to donate a portion of profits back will also connect deeply with consumers and promote the respect of natural products and their sources. The packaging itself would be bright and playful, with different flavours represented by striking, clashing colours that immediately catch your eye when they’re on the shelves. The logo would be typographic so that it is easily read and recognised in photos.
With any brand, social media is now a powerful marketing tool. Partnering with other wellness brands, such as activewear labels or pilates/gym studios, would lead to exposure through aspirational influencer events. Sending PR kits that are creatively packaged and perfectly Instagrammable would also be a strong marketing move, as influencer-based product lines continue to increase in popularity. A fun and interactive social media presence will also build a sense of community and help create solidarity with other sober-conscious consumers.
At its core, Bloom would be an accessible and attractive choice for those preferring to ditch the booze and choose alternative options that have a like-minded community backing them.
Let me know your thoughts - would Bloom tempt you away from your usual alcoholic drinks? I LOVE doing these blogs, so if there’s an industry you’d like me to tap into, send me a message!
If you’re interested in high quality photography and social media ready video content for your food brand to support your marketing, reach out HERE.
