Let’s mix things up. How can you be inspired by out of category brands and products in your quest to differentiate your own alcohol brand? 

First of all, everyone recognises that in certain sectors of the alcohol industry, it’s pretty much overflowing with a multitude of options, whiskies, gins, vodkas, beers, you name it, there are 100s of brands to choose from. And the boom times of the ‘Great Release’ (whoo hoo) after lockdown seems to have subsided, and what you’re left with is a huge range of brands that are struggling with sales, their own identity and what to do next. 

Helping your consumers to sip in style 

This is where Dog can help. To start with, instead of looking at competitors for inspiration (and therefore just becoming another ‘category’ brand) we can help you look outside your category for inspiration, and see what luxury fashion, beauty, and FMCG brands are doing to help shape their identity. 

For example, with The Macallan, we employed a much more premium story-telling narrative that elevated them to a luxury brand, rather than merely another whisky, and for Ben Lomond Gin, we helped them activate their ‘Adventurous Spirit’ positioning, enabling them to explore a much more ownable and distinct style.  

If we’re looking elsewhere, luxury brands like Chanel and Hermes have mastered the art of exclusivity and storytelling, creating products that feel aspirational yet deeply personal – and you can do the same. Whether this is through bespoke packaging, bundling with other out of category products – like outdoor wear or premium homeware – using scarcity or limited-edition bottlings or immersive brand experiences that elevate your offering beyond the product. 

Then you could look to FMCG challenger brands like Glossier and Oatly who have not only disrupted their category, but also built cult followings based on a style that simplifies their message, engages directly with consumers, or makes sustainability a core part of their DNA.  

Is it me, or is it too loud in here? 

For your brand, you could cut through the noise by actively trying not to be ‘category’. with a bold, new visual identity, transparent production processes, or a direct-to-consumer model that redefines how people buy and experience drinks. Or you could use humour and a self-deprecating style that shows you understand your brand isn’t a life-or-death choice for the consumer. 

Let’s shape what’s next  

It's all about trying to carve out a unique space – one that’s driven by our creativity and how we understand customer connections beyond category norms – and we’re here to help you take your brand to the next level.