Startups in the Alcohol Industry

Branding Startups

Drinx is an example of a small startup in the alcohol market that gained recognition through its innovative business model, appealing to the millennial generation. The design, which departs from traditional norms, and the casual tone of brand communications on the website demonstrate both innovation and a democratic approach.

However, Drinx is an underdeveloped brand—it doesn't run its own social media accounts and operates at a relatively rational level of communication, focusing on the product itself and its delivery model. Similar projects often aim to be acquired by a larger player, using their user base as a key asset.

Best Practices in Branding

Existing practices show that brands tend to position themselves as either "Premium-Traditional" or "Innovative-Democratic." A long history in the alcohol market is still associated with high-end products, while innovation brings a sense of accessibility to the market.

At the same time, the example of E. & J. Gallo Winery demonstrates a blend of approachability in its friendly retail strategy, large-scale events, and its own HoReCa within the mid-range segment, combined with premium quality, reflected in references to high culture and the presence of premium sub-brands within its brand architecture.

E. & J. Gallo Winery illustrates how innovation can thrive within a company with a rich heritage operating mainly in traditional channels. However, the specifics of the company's history and the industry in the U.S. limit the brand’s positioning to a "democratic" identity.

At Electric Brand Consultants, we have extensive experience researching best practices in branding, enabling us to offer the most effective solutions for our clients during the creation of new brands.