The Art of Creating Alcohol Brands

Berry Bros.' Communications Strategy

Berry Bros. & Rudd emphasizes the company's traditions linked to British history and its long-standing customer relationships, which include a focus on services such as wine cellars rental.

The company's brand primarily targets the premium segment, achieved through the representation of high-end alcohol as part of clients' lifestyles.

Notably, the main protagonist in the narrative is Berry Bros. itself and its long history. The brand addresses the question "Who are we?" by leveraging its extensive history to establish itself as a mark of quality.

In terms of corporate brand architecture, BBR acts as a monolith encompassing all company activities. Its own wine brands also follow a clear architecture, segmenting several collections.

E. & J. Gallo Winery's Brand Strategy

E. & J. Gallo Winery is a market innovator that has set many communication standards in the alcohol industry. Although online retail operates through a relatively independent sub-brand, its innovation is evident in its focus on environmental and social issues, as well as its product range. The brand's development and the traditional characteristics of the American market push it towards a more democratic positioning, which it uses to position itself as a market maker, introducing consumers to both wine and new products derived from it.

The communications strategy is focused on people, facilitated by strong corporate and HR communications. EJ communicates primarily through its products, but not directly.

Meanwhile, the more premium online boutique brand, Barrel Room, has minimal connection with the parent brand.

At Electric Brand Consultants, we have extensive experience in rebranding alcoholic products, including both wines and spirits.