The future of drink brands: From product to experience

In the past, beverages were marketed primarily for their taste, refreshment, or functional benefits (e.g., energy or hydration). Today, however, consumers want more than just a drink. They want products that align with their values and reflect their personal lifestyle. This shift in mindset has led to the rise of brands that focus on creating an experience rather than just selling a beverage.

Take, for example, the growing demand for alcohol-free drinks. For years, brands in this category were positioned primarily as alternatives to traditional alcohol, marketed as ‘guilt-free’ options. However, successful brands are now going beyond this functional pitch. They are creating a brand identity that resonates with consumers’ broader values, such as wellness, mindfulness, and sustainability.

Consumers are not simply choosing these products because they are alcohol-free; they are buying into the lifestyle that the brand promotes. The drink becomes a part of the consumer’s identity—something they are proud to share and associate with. This is the power of branding.

Shifting focus from function to connection

1. Emotional Connection Over Function

Consumers are increasingly interested in what a brand stands for, not just the product it sells. Take the rise of CBD and functional wellness beverages as a case in point. While these drinks may offer physical benefits—like relaxation or stress relief—what truly sets them apart is the lifestyle they represent. For drink companies, this means thinking about the emotional impact their brand can have on their audience. Can your drink make people feel part of a community? Does it support their values around wellness, sustainability, or personal well-being?

2. Branding as a Lifestyle

In the past, drinks were marketed with an emphasis on taste and function. But today, brands need to convey an aspirational lifestyle. The design, story, and values behind a drink are just as important as the taste. For example, sleek packaging, modern aesthetics, and an engaging brand narrative can help position a drink as something desirable—not just a commodity. Consumers are more likely to buy from brands they feel an emotional connection with. Therefore, a brand that reflects their personal values or lifestyle will stand out in the crowded beverage market.

3. Engage Consumers Through Storytelling

A powerful brand is one that tells a compelling story. For drink companies, this might mean sharing the story behind the ingredients, sustainability efforts, or the people who make the product. Consumers today want to feel involved with the brands they support. By building an engaging narrative and actively involving your audience, brands can foster loyalty and increase customer retention. Social media is a great tool for this, offering a platform to connect directly with consumers through posts, videos, and behind-the-scenes content.

4. Adapt to Emerging Trends

The beverage industry is constantly evolving. Emerging trends—whether it’s the shift towards health-conscious options, the demand for alcohol-free alternatives, or the increasing interest in functional ingredients like CBD—offer opportunities for brands to stay ahead of the curve. Companies that keep a close eye on evolving consumer preferences and adapt their product lines accordingly can position themselves as industry leaders. Innovation is key in ensuring that the brand remains relevant and attracts new customers.

Building a brand consumers want to buy into

So, how can drink brands implement these lessons and build their own success? Here are a few key strategies:

1. Develop a Strong Brand Identity

Consumers are looking for more than just a beverage; they want a brand that aligns with their personal values. Drink brands should focus on creating a strong identity that resonates with their target audience. Whether it’s focusing on wellness, sustainability, or community engagement, a brand should clearly communicate its mission and purpose to consumers.

2. Engage and Connect Through Digital Channels

Today, digital engagement is key. Social media isn’t just a marketing tool—it’s a way to build relationships. Drink brands can engage consumers by sharing stories, running polls, offering exclusive content, and even collaborating with influencers or other brands. This not only helps increase visibility but also fosters a sense of community around the brand.

3. Offer a Complete Experience

Consumers want a holistic experience that goes beyond just purchasing a drink. Brands should think about how they can create experiences around their products—whether through events, collaborations, or partnerships with like-minded brands. This helps to build a deeper connection with customers and enhances brand loyalty.

4. Be Authentic and Transparent

In today’s market, consumers value authenticity. Drink brands need to be transparent about their ingredients, sourcing practices, and sustainability efforts. This transparency builds trust and strengthens the emotional bond between brand and consumer.

Roles responsible for the shift: A collaborative effort

In today’s branding landscape, the shift towards storytelling and emotional connection involves a variety of roles, and while marketing teams often spearhead the narrative, it truly is a cross-functional team effort. Here are the key roles responsible for this shift:

Marketing: Traditionally, marketing departments manage the campaigns that tell the brand’s story. But in recent years, marketing has expanded from just selling a product to creating experiences and emotional connections. Today’s marketing teams focus not only on product promotions but on developing cohesive brand narratives that resonate with the target audience.
Branding/Creative: The branding or creative teams are often the ones responsible for defining the voice and identity of the brand. They work closely with marketers to ensure the brand story is visually represented in everything from packaging to digital presence. Their job is to ensure consistency across all touchpoints, making sure the message and aesthetic feel unified.
Social Media/Community Engagement: Social media managers or community engagement specialists are on the front lines of brand storytelling. They use platforms like Instagram, TikTok, and Twitter to create meaningful conversations with consumers, further developing the brand’s identity in real-time. They’re not just posting updates—they’re interacting with consumers and furthering the story in ways that resonate with the audience.
PR & Content: Public relations teams play a big part in how a brand is perceived externally, working with journalists and influencers to get the brand’s story out to the wider world. Content creators (writers, videographers, graphic designers) help shape this narrative in articles, blog posts, videos, podcasts, and more.
Product/Customer Insights: This department is increasingly playing a role in brand storytelling by gathering insights about what consumers care about and how they perceive the brand. These insights help tailor the brand’s messaging to ensure it’s resonating with the right audience. They help tell the authentic story based on real feedback from customers.

2. What happens if a key role leaves?

If a major figure in the brand storytelling team leaves, it can certainly be a blow to the consistency and momentum of the brand. That’s especially true if the person was integral to the overall narrative development or had a deep understanding of the brand’s story.

Here’s what could happen:

Loss of Narrative Continuity: If someone pivotal to the brand’s storytelling departs, there could be a disconnect in the brand’s voice, messaging, and tone. Storytelling is built over time, and consistency is key. A new hire might need time to get up to speed and fully understand the brand’s essence.
Decreased Engagement: If the new person isn’t able to quickly adapt to the tone and voice that the brand has established, it could result in lower engagement, confusion, or inconsistency in brand communication.

How to transition & recruit for storytelling roles:

Recruiting for a Storytelling-Centric Role: To recruit for someone to continue a strong brand storytelling drive, the focus should be on finding candidates who possess both creative and strategic thinking. These individuals should have:

A strong understanding of brand narrative and how to weave a consistent story across different channels.
The ability to connect emotionally with the audience, understanding the brand’s target consumers on a deeper level.
Experience in building long-term, meaningful engagement—not just pushing short-term sales.
A creative portfolio (even in non-traditional marketing roles) that demonstrates storytelling capability.