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The craft beer industry has undergone significant shifts in recent years, compelling breweries to reassess their approach to customer engagement and revenue growth. While many businesses scrambled to adapt their marketing strategies during challenging times, the most successful breweries discovered something crucial: traditional digital marketing channels, such as social media and websites, while still important, have significant limitations when it comes to reaching and engaging loyal customers.Enter the world of app marketing—a third leg of the digital marketing stool that I believe many breweries and distilleries should consider. Unlike social media posts that reach only a fraction of followers, brewery apps deliver messages directly to 95% of users who opt in, with one in four customers engaging immediately. This isn't just about technology; it's about reclaiming the taproom as the heart of community while building sustainable recurring revenue streams.In this conversation with Ross Stensrud, the founder of <a data-mce-href="https://tapwyse.com/" href="https://tapwyse.com/" target="_blank" rel="noopener">Tapwyse</a>, we delve into how forward-thinking breweries are transforming traditional loyalty programs into powerful membership experiences, turning slow weekdays into bustling revenue drivers, and fostering deeper connections with their most valuable customers. The insights shared here reveal why some breweries are seeing 10x returns in their first year and adding hundreds of additional visits per month, all while strengthening the very community bonds that make craft beer special.<h3>Key Takeaways</h3><ul><li>Social media reach is broken: Even with 20,000 followers, fewer than 1,500 people see your posts. Compare that with app users, where 95% see push notifications</li><li>Apps complement, don't replace: Websites capture Google search traffic, social media provides discovery, but apps drive engagement and revenue</li><li>Action and reaction: The difference between social media marketing and App Marketing is that you can connect the dots directly from campaign to taproom visits to revenue</li><li>The $1 beer strategy works: Customers coming for $1 beer promotions spend an average of $17.19 per visit</li><li>Breweries can learn from the fitness industry: Unlike gyms that profit when members don't show up, breweries thrive when membership holders visit more often—creating a beautiful alignment where everyone wins</li><li>Targeted messaging builds community: Segmented communications to members or specific beer style lovers create insider experiences</li></ul><h3>Read my interview with Ross Stensrud, founder and CEO of Tapwyse.&nbsp;</h3>What major shifts are you seeing in brewery marketing post-pandemic?Man… The world has changed so much in the past six months that the pandemic seems like it occurred a century ago! HA!During that time, breweries got whipsawed entirely, but for the most part, did an incredible job handling it. There was a big shift to online ordering and to-go beer that had to happen while we were in the moment. You can still see the crowler machines in lots of taprooms, but for the most part online and to-go beer has gone away as people have returned to the taproom.Third-party distribution was a viable channel for many breweries pre-pandemic, but it has since evaporated for all but a select few brands. It's unclear whether this was due to the pandemic or a natural progression of the market as the craft beer industry reached its peak.More recently, the marketing challenge has become to add more taproom revenue streams and to put more butts on barstools. That taproom is the place where you can still make reasonable margins, so it's more important now than ever before.What are the most significant missed opportunities for breweries in their current marketing approaches?So I came to TapWyse from the fitness world. Memberships fuel that industry. There is a huge missed opportunity for local breweries with the monthly membership model. And the incentives for breweries are better aligned than in fitness.&nbsp;Gyms want to sell you a membership and then never see you again. The model is backwards.&nbsp;In beer, we want to sell you a membership so that you come back more often. It's beautiful when everyone wants the same thing!Now, back to the monthly aspect. From the data we have at TapWyse, we know that monthly memberships are much more profitable than yearly programs. The average monthly membership nets the brewery $226.09/yr while the average annual membership is priced at $138.47. That's almost $90 per member more with a monthly plan versus a yearly plan.<figure id="figure-0ouh4rswtcmdfess1o" class=""><img id="0ouh4rswtcmdfess1o" src="https://cdn.durable.co/blocks/256KM2VveMp8qlN4Q28uZxdWswgZDS35oGSVow0H77JChmPqFjPLR8XODyECr3K6.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/256KM2VveMp8qlN4Q28uZxdWswgZDS35oGSVow0H77JChmPqFjPLR8XODyECr3K6.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>You’ve said to me that breweries need to go beyond websites and social media. What specific limitations do these traditional channels have?Let me just be clear. I'm not suggesting that you should shut down your website and close your social media accounts. I think they have their place. You still need a website for discovery on Google and ChatGPT when someone looks up 'good beer' in your area.You may still need a social media presence so people on those platforms can find you, but I think Jenny Pfafflin, Marketing Director of Dovetail Brewing, described the challenge beautifully in her <a data-mce-href="https://www.youtube.com/watch?v=nIlgGk5iEbI&amp;t=182s" href="https://www.youtube.com/watch?v=nIlgGk5iEbI&amp;t=182s" target="_blank" rel="noopener">interview with Brewer Mag</a><a data-mce-href="https://www.youtube.com/watch?v=nIlgGk5iEbI&amp;t=182s" href="https://www.youtube.com/watch?v=nIlgGk5iEbI&amp;t=182s" target="_blank" rel="noopener">azine</a>, explaining why Dovetail is "breaking up with social media." It comes down to reach. Even if you have 20K followers, fewer than 1,500 will actually see your post. That's 7.5% which is insane. I don't know how you work with that as a small business.The reality of the world that we live in is that apps have become the preferred way for consumers to interact with their favorite brands and businesses. Craft Beer is no exception, and the benefit of having your own App Marketing channel is enormous! 95% of your guests who opt into push messages are going to see them, and 1 in 4 will engage with that message by tapping through or opening your app after receiving it.<figure id="figure-coxaeo1ismdfexnfz" class=""><img id="coxaeo1ismdfexnfz" src="https://cdn.durable.co/blocks/8JymSVOQD4BcCXHWxhLNY42vXHOEvZikij9W3J7Phxq2hfJeT4giZN08IeDf53G8.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/8JymSVOQD4BcCXHWxhLNY42vXHOEvZikij9W3J7Phxq2hfJeT4giZN08IeDf53G8.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>How do you quantify the difference between reaching customers through social media versus direct app notifications?Social media has tons of metrics most of which don't actually translate to revenue. Views, engagement, The difference between social media marketing and App Marketing is that you can connect the dots directly from campaign to taproom visits to revenue.For example, many of our breweries offer a first beer of the week for $1 as part of a taproom membership. Pure Project, Local Roots, and many others all do this. What’s brilliant is that people visit more frequently to redeem their beer discount AND they don’t drink just one beer. It turns out that the average tab for a $1 Beer visit is actually $17.19. It's all about putting more butts on barstools.To take it a step further, flash rewards sent to all guests through your app can be even more profitable! One of the breweries we work with did a collab beer and pushed out a reward to all app users where for $5 you could get two 5-oz side-by-side tasters from each of the breweries. This reward was redeemed 101 times and the average check size was $26.34. This one reward netted them $2660.34!"Cultivating community" is central to your philosophy. How exactly does a branded app foster community in ways that other digital platforms can't? What features have proven most effective for this?The taproom is the original community hub, so on the tech side of things it really comes back to reach. The push message is such a powerful communication channel to make sure your community stays in the loop.&nbsp;People already want to come to your brewery. They just need the excuse to do so. When you can send out a message with a 95% read rate, the phrase "I would have been there but I didn't know about it" goes away completely.One more thing I should mention is that it's also really easy to segment your audience, so if you want to get a message just to your members for "Member Monday" or your IPA lovers when you drop a new Hazy, then it's really easy to do this and people love it. The more targeted you can get with your messages the stronger the community bond will become. And drinkers feel like Insiders at their favorite brewery.You've mentioned that most breweries see profits in their first month with custom apps and earn over 10x return in the first year. What specific metrics have surprised you most about customer engagement with brewery apps?I've honestly been surprised by all of it. The big retail brands have been in the App Marketing game for a while now. We launched TapWyse to level the playing field between the big brands and the local craft breweries.&nbsp;I now understand why the larger brands market to and engage with their customers through their own branded apps. It's extremely effective. I'm sort of glad I didn't know how well it was going to work when I was writing the business plan, because I think my partners would have told me I needed to charge more. HA! The fact of the matter is that I like working with the smaller guys. They tend to be more scrappy, innovative and motivated. My kind of people.Your "Magic Memberships" feature transforms traditional mug clubs into digital experiences. What is this feature and how are breweries reimagining loyalty programs through their apps, and what impact has this had on recurring revenue?I wouldn't say that "Magic Memberships" transform mug clubs into digital experiences. The experience always takes place in the taproom. We make it drop dead simple for you to run your program. We help you scale so that you can add meaningful recurring revenue to your bottom line.Now that breweries can easily offer these types of membership programs, we've seen a ton of innovation in what people are doing. On the two extremes, we have programs that sell for $4.99/month up to $750/year. And the cool part is that both of those programs are selling really well!&nbsp;The $4.99/month membership includes a locals-only menu Monday through Thursday. These were the slow days, but in just two months since launching this program, they have added over 500 visits. As a result, Monday through Thursday is no longer slow.The $750/year membership includes access to a members-only speakeasy and a bunch of other exclusive perks, so you can see just how different these programs can be.Oh yeah! There is one other idea I saw recently that I love. We are working with a brewery who launched a program called "Beer for the Year." For $120 you get one crowler a month for 12 months. Last time I checked on this the brewery had sold 8 of these memberships and given away 1 crowler. So they canned one $960 crowler. BRILLIANT!The bottom line is that if the brewery we are working with knows what is going to move the needle for their guests, which most of them do, then putting the program together is the easy and the fun part.&nbsp;For brewery owners concerned about the investment, what's a realistic timeline for seeing meaningful returns after launching a custom app? What factors most influence success?We had a brewery that launched their first-ever membership program as part of the 22nd anniversary party. They made $12,500 in a couple hours. It was insane. Not every brewery is going to have 22 years of history to fall back on but it's pretty typical for a brewery to earn more at their launch party than the app will cost them for an entire year.&nbsp;The part of this that I don't want to gloss over though is the number of visits you can drive through your App Marketing channel with flash rewards and revenue from added visits. Typically this will grow over time as more and more guests download your app. The average TapWyse brewery adds 81 visits per month. I think a good rule of thumb is to target that number 3 months after launch. Larger breweries will get there faster.How should breweries integrate their app strategy with their existing marketing channels?I touched on this earlier a bit, but let's dive in. First off, if you have a channel that is working great for you now, then keep doing that! Your App Marketing channel will not replace your website or your Instagram account, but it will help you become more efficient and productive, especially over time, as more guests download your app and your reach grows. If I were starting a brewery today, here is how I would use my different marketing channels.I would set up my website to capture Google and ChatGPT search traffic.&nbsp;I would set up my Instagram account with an initial set of pretty photos of my brewery and beers. I would add a post a week for a new beer or from an event at the brewery so that anyone who looks me up sees some recent activity at the brewery.I would use my app to run my membership program and for guest engagement. I would ask my taproom guests to download my app with signage in my taproom highlighting my download reward. The king of download rewards is a free beer but I'm in California so I can't do that. The next best thing is a $1 beer so I would do that. I would also capture staff referrals and spiff my staff for downloads.As you work with more breweries, how has your understanding of what makes an effective brewery app evolved? What features have you added based on customer feedback you hadn't initially considered?Early on, most of the product updates were focused on supporting different types of memberships like numbered mug clubs, bottle clubs, invite-only memberships, founders memberships, and so on.More recently, we added customer fields. Before this update, the customer profile included First Name, Last Name, Email, and Phone Number. Now our breweries can ask their guests for whatever info they want.We've seen breweries use this in cool ways for things like communication preferences, birthday month, favorite beer styles, staff referrals and more. It helps the brewery get more personalized and targeted with their guest communication which is a win win for everyone.&nbsp;Looking ahead 3-5 years, how do you see the relationship between breweries and their customers evolving through technology? What should forward-thinking brewery owners be preparing for now?My goal is for App Marketing to become part of the standard playbook for all craft breweries. Apps are commonplace for big retail brands. I hope that, within 3-5 years, not just breweries but all local businesses will have caught up with corporate America. I hope that Apps and the App Marketing channel are considered just as critical for local craft breweries as their websites and social channels are today.&nbsp;I hope that forward-thinking brewery owners are envisioning ways to cultivate a strong relationship with their guests and maximize this. I've been told that it's 10x more expensive to bring in a new customer than it is to keep the ones you have. I want the industry to maximize the value of the people who are already in the taprooms.<h3>Concluding Thoughts</h3>The future of brewery marketing isn't about choosing between digital channels—it's about understanding which tools serve which purposes and maximizing the potential of direct customer relationships. As the craft beer landscape continues to evolve, the breweries that thrive will be those that embrace innovative approaches to community building and customer engagement.The strategies and insights shared in this interview represent more than just marketing tactics; they're a blueprint for sustainable growth in an increasingly competitive market. From transforming slow weekdays into profitable days to building membership programs that customers genuinely value, the potential for breweries to strengthen both their bottom line and their community connections has never been greater.Ready to transform your brewery's marketing approach and build stronger customer relationships? Discover more innovative strategies and connect with fellow brewery professionals at <a data-mce-href="https://tapwyse.com/" href="https://tapwyse.com/" target="_blank" rel="noopener">Tapwyse</a>. Join the community of forward-thinking breweries that are redefining what it means to engage with craft beer lovers in the digital age.

The Third Leg of Your Digital Marketing Stool

I first connected with Courtney Sandora through our shared network in the whiskey industry, where her reputation preceded her long before we met. What immediately impressed me was her impressive background at Brown-Forman, where she played a pivotal role in the revival of the Old Forester brand—transforming it from a dusty shelf presence into a vibrant, sought-after bourbon that resonates with both traditionalists and new whiskey enthusiasts.But what truly captured my attention was Courtney's entrepreneurial spirit and leadership vision. In 2010, when social media was still the Wild West for most Fortune 500 companies, she recognized an opportunity that others missed. Rather than staying comfortable in the corporate world, she took the bold step of launching <a data-mce-href="https://www.goforthbesocial.com/" href="https://www.goforthbesocial.com/" target="_blank" rel="noopener">Go Social</a>, an agency focused explicitly on helping beverage brands navigate the rapidly evolving digital landscape. Her ability to see around corners and translate that foresight into actionable strategies for her clients is what sets her apart in an increasingly crowded agency space.Key Takeaways for Brand Owners and Marketers:1. Consistency Trumps Viral Moments: Success in social media isn't about chasing viral content—it's about showing up consistently with planned content calendars, active community management, and staying current with platform trends.2. Market Power + Mind Power: Effective brand growth requires both market power (sales, distribution, pricing) and mental power (awareness, distinctive assets, meaningful difference). Neither alone is sufficient.3. AI is a Tool, Not a Strategy: While AI can enhance efficiency and provide predictive insights, success still depends on having skilled professionals behind the prompts who understand brand strategy and creative execution.4. Timing Matters More Than Perfect Pitches: Traditional PR success often comes down to persistence and timing—a reporter who ignores your pitch today might circle back a year later when the timing aligns with their editorial needs.5. Choose Partnerships That Align with Brand Values: "Chaos partnerships" and trending collaborations can generate awareness, but they must authentically connect to what your brand stands for, or risk diluting brand equity for temporary attention.<figure id="figure-0rhplcrzqoombhe3ft3"><img id="0rhplcrzqoombhe3ft3" src="https://cdn.durable.co/blocks/1dvzeJshda9AxyvrUiKf0ussgLfMhxOLAfvtyyndMho4oz0nelLUBg12MOMx7Met.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="no-rounded" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1dvzeJshda9AxyvrUiKf0ussgLfMhxOLAfvtyyndMho4oz0nelLUBg12MOMx7Met.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure><h3>Read my conversation with Courtney here:</h3>1. Could you share the story of how Go Social came to be? What inspired you to found an agency specifically focused on beverage brands after your experience with companies like Jim Beam and Brown-Forman? I’ve always been drawn to the field of communications and fell into the beverage category while working at a PR agency who represented Jim Beam. I really enjoyed the social nature of the spirits category and found whiskey brands in particular to have interesting stories to tell. My love for whiskey took me to Kentucky where I accepted a role at Brown-Forman on the Digital Marketing team. As part of my position I was attending social media conferences where I saw that so many of these Fortune 500 companies were all in the same boat - they had no clue how to use this new marketing medium. &nbsp;I knew there was an opportunity to launch an agency to help others best use social media and Go Social was born in 2010. Thinking back on it, social media was truly exciting because it was the first time you could really communicate directly with consumers as a brand in “real-time”. Nearly two decades later we often take that relationship and access with consumers for granted.&nbsp;<figure id="figure-m4xkc7xmu4mbhe97m8"><img id="m4xkc7xmu4mbhe97m8" src="https://cdn.durable.co/blocks/6wbzCSva0anZDQlgPnIaA1D4TgOj4yXxMBql4dgAGZmV8rlft36Vc9fkOHjwaoKY.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="no-rounded" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/6wbzCSva0anZDQlgPnIaA1D4TgOj4yXxMBql4dgAGZmV8rlft36Vc9fkOHjwaoKY.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure>2. You've worked with major beverage brands like Jim Beam and Brown-Forman before founding Go Social. How have you seen the media landscape for beverage brands evolve over the past decade, and what changes have most impacted how brands connect with consumers? I think people are discovering brands in new ways - from regional whiskey groups on Facebook to cocktail influencers on TikTok and bourbon boards on Reddit. Recommendations from bartenders and retailers still hold great importance but the online world gives you more access, more quickly to a variety of opinions.&nbsp; Traditional news coverage will still give a brand a larger burst of awareness but the day-to-day scrolling belongs to these online communities. I find a mix of both - new and traditional media- to be very powerful. 3. With social media algorithms constantly changing, how do you help beverage brands adapt their strategies to maintain visibility and engagement, especially when organic reach continues to decline? No one likes to hear this, but I often equate social media management to losing weight - it's all about consistency and putting in the work. Having a planned content calendar, active community management and staying on top of content trends (carousels versus reels, etc) will help you win.&nbsp; I also think a healthy mix of paid social media with organic is great to have if your brand can afford it. Boosting select messaging or running geo-targeted ads in the markets that matter can really help with reach.&nbsp; 4. You've mentioned that any communication effort needs to "ladder back up to business goals." How do you help clients measure the ROI of their PR and social media investments, particularly for beverage brands where the path to purchase can be complex? We believe that to help a brand grow you need power in the market (sales, distribution and the right pricing) and power in the mind (awareness, distinctive assets and meaningful difference). We have software that measures reach and impression but the reality is it's often hard with the three-tiered system to prove that a piece of news coverage drove a sale. What we do know is that without awareness the likelihood of someone pulling you off the shelf is slim.&nbsp; 5. How have you seen AI tools change media strategy for beverage brands?&nbsp; It's still early but we’re seeing AI integrations with most of our existing software, whether it's Canva, Adobe, Google or META. I think AI is a tool but I’m still a firm believer that you need the right person behind the prompt to get the best results. If our creative team uses AI to assist with an image, it’s going to look so much better than if someone without design training used it. Trust me, I’ve tried. I think where AI can be really powerful is in predictive scenarios. We use software which predicts which social copy will perform better on a certain social channel based on thousands of existing posts.&nbsp;Like any good technology I think it will help us be faster, smarter and more efficient in the long run, but we need to learn how to use it in the right way.<figure id="figure-g02rneqweimbhebnq9"><img id="g02rneqweimbhebnq9" src="https://cdn.durable.co/blocks/2faiXb5jcBrt5csNFIV9JhCQswbF3eQGhjlN2dgZEmU3qpGQy896XurYOA1t8w9n.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="no-rounded" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2faiXb5jcBrt5csNFIV9JhCQswbF3eQGhjlN2dgZEmU3qpGQy896XurYOA1t8w9n.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure> 6. You've worked with both global brands and craft producers. At what point should emerging beverage brands consider outsourcing their media relations or social media management, and what indicators suggest they're ready for agency support? I often see brands outsourcing PR before social media, because PR is more of a “black box” for brands - they don’t quite understand how it works. There’s also potential for some more long lasting risk - if you try to do PR on your own and make any missteps, like being too aggressive with a reporter or not meeting a deadline, you could burn a bridge, and there are only so many reporters in each market.&nbsp; When it comes to social media, craft brands tend to treat it more like an extension of a personal social media account versus thinking about it as a tool for brand building. Too often people hand off their social media to interns or their neighbor’s niece because they happen to be digitally savvy. As a brand grows, they usually come to a spot where they start to treat it as a more serious part of their marketing mix. As an agency, I often see brands reach out after they feel they’ve conquered their backyard and they are ready to expand into multiple markets. I’m hearing more new brands say their potential distributor partners want to see a robust social presence before they’ll take them on, in which case that can cause a brand to invest earlier.&nbsp; 7. "Chaos partnerships" and unexpected brand collaborations (<a data-mce-href="https://liquiddeath.com/products/yeti-x-liquid-death-casket-cooler?srsltid=AfmBOoo3F_25oEfuyKpstgMBsdErL6rVannahPfPpgSP9FfL8P5zUYtF" href="https://liquiddeath.com/products/yeti-x-liquid-death-casket-cooler?srsltid=AfmBOoo3F_25oEfuyKpstgMBsdErL6rVannahPfPpgSP9FfL8P5zUYtF" target="_blank" rel="noopener">like the Liquid Death/Yeti "coffin cooler"</a>) seem increasingly popular. How do you advise beverage clients on when to embrace unconventional marketing versus maintaining brand consistency? In the world of PR, you have natural news - like new ownership, and then you have moments where you create news out of a promotion like a chaos partnership. Those partnerships are great at generating a large burst of short-term awareness. I think you can use them sparingly and I think it has to make sense for the brand. Like any marketing partnership if it doesn’t tie back to what the brand stands for it just comes off feeling like an awkward fit. I feel the same way about jumping on some of the social trends that are being driven by TikTok. You don’t want to give away your brand equity for the sake of being a part of a trend. It needs to be a good fit, and it needs to make sense, otherwise you can look like a “me too”. 8. Having been on both the client side and agency side, what do you wish more brand owners and marketing leaders understood about maximizing their relationships with PR and social media partners? I think the best brand building happens over time and requires you to be consistent. There’s often a sense in today’s fast-paced, instant gratification world that we want results now. When you know who you are, and you stick to it, your messaging becomes that much more powerful.&nbsp; For tactics like social or PR, we hear a lot around viral ideas, but the truth is it's the non glamorous side that often pays off - the daily community management and the follow-up emails to reporters. It also has to be the right timing. We just had a national outlet reach out about a brand we pitched a year ago. The reporter did not respond to any of the initial pitches or follow-ups, but had saved the message. She reached out a year later when the timing made sense for her outlet. Managing timelines and expectations with clients and internal stakeholders is necessary to keep everyone focused on the long game.&nbsp;<figure id="figure-rw7jm7dz8mbhef5rq"><img id="rw7jm7dz8mbhef5rq" src="https://cdn.durable.co/blocks/23yDP1V5zdmfFpHMNaZyMKM4h1PUZCR5BMEhbSC8EiQpPzc67N5G3S9z7nNG0Wtl.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="no-rounded" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/23yDP1V5zdmfFpHMNaZyMKM4h1PUZCR5BMEhbSC8EiQpPzc67N5G3S9z7nNG0Wtl.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure>9. How has the rise of influencer marketing specifically changed PR strategies in the beverage industry, and how do you see the relationship between traditional media and influencer partnerships evolving? It’s hard to be a full-time journalist in today’s world. Newsrooms are shrinking and media outlets are consolidating due to the fact that they gave away free content for so long. &nbsp;I think influencers really fill that newsroom void in some ways - telling us where to go eat, what fashion trends are in and even helping to spread breaking news. That’s not to say that journalists and influencers are the same by any means. Journalists are more classically trained in reporting and fact checking whereas most influencers create content as their side gig or a hobby. That said, they both often have a niche or a beat, and they both need to be somewhat digitally savvy in today’s world. A lot of people can turn their nose up at the idea of influencers, but when you look at how people discover brands, or how they are swayed to purchase, the stats on influencers are pretty powerful.&nbsp; Just from a personal perspective, when we travel I find almost all my restaurant and hotel recommendations on Tiktok from influencers and then I’ll go to traditional media like Travel &amp; Leisure to verify. If I was opening a tasting room today or entering a new market I would definitely have influencer marketing as a major part of my strategy in addition to PR.&nbsp; 10. With consumers increasingly interested in the stories behind their beverages, how has your approach to brand narrative and storytelling evolved since you first entered the industry? I think the category you are in matters when it comes to storytelling. I feel consumers expect &nbsp;whiskey brands to have a rich story behind the brand, whereas with a category like vodka storytelling may not be as important. That said, as we create press releases, talking points for influencers or social media strategy we’re always looking at brand stories to help differentiate our clients.&nbsp; When it comes to social media you need to find ways to tell brand stories in a fresh new way to “feed the algorithm beast”. A lot of times we’ll have clients who are burnt out on storytelling and social media in general, and that’s where an agency partner can really come in and do that heavy lifting.&nbsp; 11. Looking ahead to the next few years, what emerging trends or platforms do you believe will most significantly impact beverage marketing, and how should brands prepare now? I think e-commerce is currently a small part of the mix for spirits brands due to shipping issues, but I do see that continuing to grow, and I do hear brands seeing success with companies like Instacart. I think for non-alcoholic beverage brands Amazon is really powerful, especially with the recurring subscription orders.&nbsp;On the social side, I think TikTok will continue to be a leader but it’s going to be more about brands leaning into existing content creators/influencers in order to create relatable content. &nbsp;I’m also reading about Pinterest gaining popularity with GenZ, which is interesting for beverage brands because that’s a platform people use to plan events (recipes, decor). Pinterest does a great job at driving web traffic so if you can find the right content mix it could lead to more online sales.&nbsp;I believe search will continue to shift more from Google and start on platforms like TikTok. It will also be heavily impacted by AI - think about the way you are already using AI summaries in search results now without even realizing it. In the end I think technology will continue to be a tool for brands to reach more people more efficiently, but you need to be smart about it and avoid the shiny new toy syndrome. <figure id="figure-jhwfbo3gqpmbheij7p"><img id="jhwfbo3gqpmbheij7p" src="https://cdn.durable.co/blocks/cSMF5S6MQWtcJFjbmM4IuuVGw6ZO0V6uJG3VKc6W0D3jDXYeyC6RvTgDalp4heoO.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="no-rounded" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/cSMF5S6MQWtcJFjbmM4IuuVGw6ZO0V6uJG3VKc6W0D3jDXYeyC6RvTgDalp4heoO.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Pulling It All Together</h3>Courtney's insights remind us that while the tools and platforms continue to evolve, the fundamentals of strong brand building remain constant: know who you are, stay consistent with your messaging, and play the long game. Whether you're a craft distillery looking to expand beyond your backyard or an established brand navigating the complexities of modern media, the key is finding partners who understand both the strategic vision and tactical execution required to succeed. For brand owners ready to take their media strategy to the next level, I encourage you to learn more about Courtney's work and the team at Go Social. You can explore their approach and case studies at <a data-mce-href="http://www.goforthbesocial.com" href="http://www.goforthbesocial.com" target="_blank" rel="noopener">www.goforthbesocial.com</a>, connect with them on <a data-mce-href="https://www.linkedin.com/company/go-social" href="https://www.linkedin.com/company/go-social" target="_blank" rel="noopener">LinkedIn</a>, or follow their latest insights on <a data-mce-href="https://www.instagram.com/thegosocial/" href="https://www.instagram.com/thegosocial/" target="_blank" rel="noopener">Instagram</a>. In an industry where authenticity and strategic thinking matter more than ever, Courtney and her team at Go Social continue to prove that the right partnership can make all the difference in building brands that don't just capture attention, but earn lasting loyalty.

Building Brand Power in Mind and Market: Lessons from Go Social's Courtney Sandora

Throughout my years as a brand marketer, I've had the privilege of meeting and collaborating with extraordinary creative minds who have shaped and elevated some of the most compelling brands in the beverage industry and beyond. There's something magical about watching talented designers transform a product vision into tangible packaging that captivates consumers and tells a brand's unique story. Among these remarkable talents I've had the chance to meet along the way are Kevin Roberson and John Morales, the creative force behind <a data-mce-href="https://swigstudio.com/" href="https://swigstudio.com/" target="_blank" rel="noopener">Swig Studio</a>, whose distinctive packaging designs have helped define iconic beverage brands such as <a data-mce-href="https://www.bozalmezcal.com/" href="https://www.bozalmezcal.com/" target="_blank" rel="noopener">Bozal Mezcal</a>, <a data-mce-href="https://drinksuerte.com/" href="https://drinksuerte.com/" target="_blank" rel="noopener">Suerte Tequila</a>, <a data-mce-href="https://www.skratchlabs.com/" href="https://www.skratchlabs.com/" target="_blank" rel="noopener">Skratch Labs Sports Nutrition</a>, and<a data-mce-href="https://www.condesagin.com/en/home/" href="https://www.condesagin.com/en/home/" target="_blank" rel="noopener"> Condesa Gin</a>.<figure id="figure-n2yosnv1hfmamqklre"><img id="n2yosnv1hfmamqklre" src="https://cdn.durable.co/blocks/efURsnD4OgfUUZGolTdkVDUBK9PoK3qmeqbAqRPiT7VOLhpx8Ws2J8bXHAjGZTPJ.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/efURsnD4OgfUUZGolTdkVDUBK9PoK3qmeqbAqRPiT7VOLhpx8Ws2J8bXHAjGZTPJ.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio</figcaption></figure><h3>Packaging Is Critical to Beverage Brand Success</h3>What impresses me most about Kevin and Paul's work is their remarkable range. They are storytellers who skillfully use materials, textures, patterns, typography, and more to create amazing packaging for beverage brands. This storytelling prowess is evident throughout their approach. Some of the main takeaways from our conversation include:Harmony and Distinctiveness: Their holistic approach to brand development encompasses strategic positioning, memorable naming, and compelling tactile elements that work together seamlessly.Importance of Naming: They emphasize that naming is perhaps more crucial than visual design—even the most stunning label can't overcome a forgettable name that consumers can't easily recall at a bar or store.Physical Inspiration: Swig Studio prioritizes real-world research, observing products in physical spaces like bars and specialty retailers rather than relying solely on digital inspiration.Packaging That Transcends Function: They aim to create packaging so appealing that consumers keep the bottles as display pieces long after the beverage is gone—turning packaging into lasting brand ambassadors. Or more romantically, fits just right into the story of the consumer.&nbsp; <figure id="figure-1goygfqeamamqps47"><img id="1goygfqeamamqps47" src="https://cdn.durable.co/blocks/1a8IxK5tjNACSiqO3yy3jE2nz6vnMfjypvhKw7UE9R3DBSBbjRY1qJ8cwcAWpH3X.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1a8IxK5tjNACSiqO3yy3jE2nz6vnMfjypvhKw7UE9R3DBSBbjRY1qJ8cwcAWpH3X.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio</figcaption></figure>Read more about their approach, inspiration, and process below:Can you share the story of how your packaging agency got its start in the beverage industry? What inspired the focus on beverage packaging?We founded Swig after working for other design firms, where we each gained experience in branding and consumer packaging. It was a bit of an auspicious moment around 2005 when Paul and I were both working independently. We threw out the idea of starting a design business together, and after looking at our combined portfolios, we just happened to have drinks packaging projects in all the main categories: wine, spirits, beer, soft drinks, and coffee. So, our decision to specialize was almost predestined.<figure id="figure-7vftrymjbamamqsml3"><img id="7vftrymjbamamqsml3" src="https://cdn.durable.co/blocks/21dw7AbnwTgugCWEeYntWNE39qzxagT2Hxoct8290VG1dkjxq0KiHF9A91OzM8cs.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="null" data-positiony="null" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/21dw7AbnwTgugCWEeYntWNE39qzxagT2Hxoct8290VG1dkjxq0KiHF9A91OzM8cs.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio </figcaption>What was your first major packaging design project, and how did that experience shape your agency's approach moving forward?</figure>Our first major project was for <a data-mce-href="https://drinksuerte.com/" href="https://drinksuerte.com/" target="_blank" rel="noopener">Suerte Tequila</a>. It was a great opportunity to help a pair of entrepreneurs create a brand from scratch. It was an interesting learning experience for us since we were not very familiar with the agave category. Agave has such a rich history, and the Tequila category has many nuances. The positioning for Suerte was unique because it was one of the first "new wave" Tequilas that use traditional methods, but targeting a more youthful American audience. The project encompassed naming, identity, and packaging, providing a unique opportunity to develop all aspects of the brand and utilize our strategic, visual, and tactile skills. The experience really helped us develop our upfront creative strategy process as well as learn more about the production process.<figure id="figure-vmbdcfj0sfmamqxiwy"><img id="vmbdcfj0sfmamqxiwy" src="https://cdn.durable.co/blocks/35A4QcHwMHoSXfZvEwZ5tkSJhooBZKhgrptd2GFRqEA5OTNE9mkPSKodDgJMaGwJ.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="Logo and word mark ideation. Images courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/35A4QcHwMHoSXfZvEwZ5tkSJhooBZKhgrptd2GFRqEA5OTNE9mkPSKodDgJMaGwJ.jpg" data-mce-style="aspect-ratio: 1/1; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Logo and word mark ideation. Images courtesy of Swig Studio</figcaption></figure>Where do you draw inspiration from when designing packaging for different beverage categories?We love to get out into the physical world. Especially today, with thousands of great packaging examples at your fingertips via screens, it's even more important to touch and pick up things. We enjoy visiting bars, specialty retailers, and even wineries and breweries to see packaging and brands in a real-world context. We love just observing consumer trends develop and evolve, and hearing how consumers talk about brands.Looking back at your agency's journey, what project would you consider your biggest success story and why?Our favorite projects are those where all the stakeholders feel connected to the brand — our clients as business owners, ourselves as designers, and the audience as curators. Even with all the best planning, creating a brand is really a hands-on, organic thing. So, for example, when we presented our design concepts for Bozal Mezcal, our client gravitated toward the most out-of-the-box direction. We were thrilled, but then had to figure out a way to produce it without blowing up the budget. We worked closely with our client to find the right producer and did endless tests to get the material and decoration just right. After the launch, we got a lot of feedback from consumers who either wanted to keep the bottles around after the mezcal was gone or even just wanted bottles to display in their home. So I guess to us, the biggest success for a packaging project is when there is business success and brand recognition for our client, creative satisfaction for us as designers, and positive feedback from consumers who love it.<figure id="figure-31t5k8rzremamqyzoz"><img id="31t5k8rzremamqyzoz" src="https://cdn.durable.co/blocks/d0lcorkoOlmdlfy0tmDcE0eTWgAxjNCG7UIKL6ys4PG2wAYwdX8LeNs64tccbdHg.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/d0lcorkoOlmdlfy0tmDcE0eTWgAxjNCG7UIKL6ys4PG2wAYwdX8LeNs64tccbdHg.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio</figcaption></figure>What are the most significant packaging trends you're seeing emerge in the beverage industry today? Are there different trends for different beverage categories?The wellness and health trend is emerging as one of the most important of the decade. Concerns about what we're actually drinking are affecting almost every category — from non-alcoholic wine, probiotic sodas, additive-free spirits, zero-carb drinks, etc. Of course, there are also visual trends that reflect different cultural currents. Those seem to change more quickly.Do you have a typical design process, from the initial client brief to the final production?Our process is fairly similar to that of other design agencies. We always start with a well thought out creative brief, develop concepts, narrow down and vet, then produce. Occasionally, a client will need help with brand strategy or finding a creative positioning, but other times, they have a good idea of where the packaging or brand should go. We can start creative at any point along that journey. One of the key points for us is that all the branding building blocks work in harmony: strategy, name, logo, product style, flavor profile, visual design, and format. Sometimes, we will question whether one of these needs adjusting in order to make a better, more coherent product.<figure id="figure-jecm2r1m48mamr1rhi"><img id="jecm2r1m48mamr1rhi" src="https://cdn.durable.co/blocks/3ae5sszFEwF8nKW1hi8NoEmaP8lkuLBU7GdW3EyDxtOlYivn8NxQnYk4hPD8SY9Z.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/3ae5sszFEwF8nKW1hi8NoEmaP8lkuLBU7GdW3EyDxtOlYivn8NxQnYk4hPD8SY9Z.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio</figcaption></figure>In your experience, what elements of packaging design have the greatest impact on consumer purchasing decisions for beverages?While we are visual designers first, we believe that naming is probably more important than a cool graphic label. (Although that is also important!). Without a memorable, good-looking name that you can easily call at the bar or store… a brand has got a much more difficult road ahead. This idea extends across all drink categories. In addition to naming, a tactile element will help someone want to touch or pick something up. Think heavy paper stock, textured glass, embossing, diecuts, etc. That is half the battle to getting a bottle from the shelf into the shopping cart.<figure id="figure-3b5msbb8p4mamrdf5q"><img id="3b5msbb8p4mamrdf5q" src="https://cdn.durable.co/blocks/18Sis1pv7kYvQpZZG4taVPHzmqY07BNgTLXfvRYolB5Fv4RzBLqccvcosIf8vIm8.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/18Sis1pv7kYvQpZZG4taVPHzmqY07BNgTLXfvRYolB5Fv4RzBLqccvcosIf8vIm8.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio</figcaption></figure>What unique challenges do sports beverages or non-alcoholic beverages present compared to alcoholic products when it comes to effective packaging design?The sports and refreshment categories have slightly different challenges since many products are driven by function. It could be high energy, relaxation, or recovery from exercise. So, packaging needs to communicate more than just the brand vibe, but also the unique benefit properties of the liquid. We'd love to work on a few more sports drinks. We had the chance to create the <a data-mce-href="https://www.skratchlabs.com/" href="https://www.skratchlabs.com/" target="_blank" rel="noopener">Skratch Labs</a> branding and packaging when the company launched. We took a more scientific, minimalist approach than many other drinks in the category.<figure id="figure-94w4tp9wgfmamrg903"><img id="94w4tp9wgfmamrg903" src="https://cdn.durable.co/blocks/1ahYYZ3Z95TQvXf4hc0E71XVwu28t8RJLBVFTGZEmfpLnr6Ss5kX6OI9mHRogPzH.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1ahYYZ3Z95TQvXf4hc0E71XVwu28t8RJLBVFTGZEmfpLnr6Ss5kX6OI9mHRogPzH.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio</figcaption></figure>Looking ahead, what innovations or changes do you anticipate will shape beverage packaging design in the next 3-5 years?The industry still faces challenges related to sustainability. There have been numerous attempts to use less material and more recycled and recyclable materials, but we're still far from where we need to be. I think there are something like 50 billion single-use plastic bottles sold every year in just the US. So, I'm hoping we designers will get serious about helping solve some of these issues.What's next for Swig Studio?We are always excited about the next project. Whether it's a start up new brand or a huge rebrand. We are currently at work on a Mendocino County wine brand and we just finished a new soda line extension for <a data-mce-href="https://drinkspindrift.com/" href="https://drinkspindrift.com/" target="_blank" rel="noopener">Spindrift</a>. Thank you!<h2>Final Thoughts</h2>This discussion with Kevin and John reveals that exceptional beverage packaging design balances art, strategy, and consumer psychology. Their journey from working on their first major project for Suerte Tequila to developing distinctive packaging for brands across the beverage spectrum demonstrates how specialized expertise can truly elevate a product in a crowded marketplace.<figure id="figure-rw5s31kl9kmamrj0ib"><img id="rw5s31kl9kmamrj0ib" src="https://cdn.durable.co/blocks/22nVjtsV60IRh3EruiTW3INdZhnlflYRtQ7k80jeH3trmBGaPWY11vhjbxEVQF0Y.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Image courtesy of Swig Studio" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/22nVjtsV60IRh3EruiTW3INdZhnlflYRtQ7k80jeH3trmBGaPWY11vhjbxEVQF0Y.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Swig Studio</figcaption></figure>The insights they've shared about the design process, emerging trends like the wellness movement, and the challenges facing sustainable packaging give us valuable perspective on both the current state and future direction of beverage branding. Their emphasis on tactile elements and memorable naming serves as an important reminder that effective packaging engages multiple senses and creates lasting impressions.I want to extend my sincere thanks to Kevin and John for sharing their expertise and experiences. If you'd like to explore more of Swig Studio's impressive portfolio, visit their website at <a data-mce-href="swigstudio.com" href="swigstudio.com" target="_blank" rel="noopener">swigstudio.com</a>, connect with them on <a data-mce-href="https://www.linkedin.com/company/swig-studio/about/" href="https://www.linkedin.com/company/swig-studio/about/" target="_blank" rel="noopener">LinkedIn</a>&nbsp;or follow their inspiring work on <a data-mce-href="https://www.instagram.com/swigstudio" href="https://www.instagram.com/swigstudio" target="_blank" rel="noopener">Instagram</a>.A note to readers: If you're planning a packaging project for your beverage brand and need guidance on finding the right designers, developing effective strategies, or establishing appropriate budgets, please reach out. I'd be happy to discuss how to approach your project with the same level of thoughtfulness and creativity that firms like Swig Studio bring to their work.

Crafting Beverage Identity: Inside Swig Studio's Approach to Memorable Packaging Design

Drink With Wayne: Fresh Recipes for Authentic Content Creation

In the crowded world of sports nutrition, it's rare to find a brand that genuinely changes the game. <a data-mce-href="https://carbsfuel.com/" href="https://carbsfuel.com/" target="_blank" rel="noopener">Carbs Fuel</a> is that rare exception—a company built on clarity, simplicity, and a deep understanding of what athletes actually need.&nbsp;<h3>A Connection Through Cycling</h3>I first met Gabe Multer during my time at <a data-mce-href="https://lawswhiskeyhouse.com/" href="https://lawswhiskeyhouse.com/" target="_blank" rel="noopener">Laws Whiskey House</a>. He was working for an innovative consumer intelligence platform that caught my attention for its potential applications at Laws. What started as a business conversation quickly evolved when we discovered our shared passion for cycling. Two wheels have a way of bringing people together like that.Fast forward a few years, and Gabe had launched Carbs Fuel. With seemingly perfect timing, he identified a significant shift in endurance sports nutrition: athletes were dramatically increasing their carbohydrate intake during exercise. The science now shows that consuming between 90-120 grams of carbs per hour can significantly improve performance and endurance—a far cry from the conventional wisdom of just a decade ago.<figure id="figure-jpr31wluuybm9rj17vu"><img id="jpr31wluuybm9rj17vu" src="https://cdn.durable.co/blocks/39nQt23m7sICb25W7XbDT2M1YsDdtboOgzLNXCaak0MTJeVX2AHJGpTFaYvCzFvq.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 1/1; object-position: undefined undefined;" data-corners="default" data-aspect="1:1" data-caption="Image courtesy of Carbs Fuel" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/39nQt23m7sICb25W7XbDT2M1YsDdtboOgzLNXCaak0MTJeVX2AHJGpTFaYvCzFvq.png" data-mce-style="aspect-ratio: 1/1; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Carbs Fuel</figcaption></figure><h3>Clarity in a Complicated Category</h3> What's made me both a fan and user of Carbs Fuel isn't just the product itself (though I rely on it for my rides and runs). It's the crystal-clear positioning that sets the brand apart. The problem they're solving is straightforward: help athletes perform better by making it easier and more affordable to consume optimal amounts of carbohydrates during activity.Their value proposition is equally direct: <a data-mce-href="https://carbsfuel.com/blogs/news/energy-gel-industry-report-2023" href="https://carbsfuel.com/blogs/news/energy-gel-industry-report-2023">the best dollar-to-carb ratio on the market</a>. Anyone who's filled their jersey pockets with energy products knows how quickly these costs add up. Carbs Fuel delivers genuine value in a category where premium pricing is the norm.This clarity extends to their product formulation—remarkably simple with just water, maltodextrin, sucrose, fructose, citric acid, sodium citrate, and sodium chloride. This simplicity isn't just about clean labeling; it makes the product easier to digest when you're pushing your limits. And with 50 grams of carbs per package, tracking your hourly intake becomes effortless mental math, even when you're deep in the pain cave.The branding and packaging reflect this same commitment to clarity. Clean design, prominent nutritional information, no distractions—just like their philosophy on fueling.<figure id="figure-8idwj3rtonm9riy2r2"><img id="8idwj3rtonm9riy2r2" src="https://cdn.durable.co/blocks/20SeuEUhWldB3SrfbfcmPrj13Uig5iOq9Lw6oHkTiqFnedcwat6TT2G409UiVQhR.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 1/1; object-position: 50% undefined%;" data-corners="default" data-aspect="1:1" data-caption="Image courtesy of Carbs Fuel" data-positionx="50%" data-positiony="undefined%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/20SeuEUhWldB3SrfbfcmPrj13Uig5iOq9Lw6oHkTiqFnedcwat6TT2G409UiVQhR.png" data-mce-style="aspect-ratio: 1/1; object-position: 50% undefined%;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Carbs Fuel</figcaption></figure><h3>Q&amp;A with Carbs Founder, Gabe Multer</h3>I recently had the opportunity to dive deeper into the Carbs Fuel story with Gabe. Here's what he had to say: Who are you? Gabe Multer, Founder and CEO of Carbs Fuel.&nbsp; What is Carbs Fuel? Carbs Fuel is a sports nutrition company, specializing in making products that are simple, effective, and affordable. Our mission is to help more athletes effectively fuel their sport. We believe properly fueling endurance activity should be simple and shouldn't be reserved to the affluent minority; more athletes will reach new heights and maintain a long-standing love for their sport.&nbsp; What makes Carbs Fuel distinctive from other sports nutrition brands? Everything we make is designed to be radically simple and with serious endurance athletes in mind. No preservatives, gelling/gumming agents, or synthetic flavors. Whether it’s our energy gels or our drink mix, our products are clean, easy to consume, and easy to digest. Our products are dense in the nutrition athletes need, while being at the most affordable price-point in the industry. Beyond the product itself, we’re trying to remove the overthinking and overcomplication that’s taken over endurance fueling. What personal experience or insight led you to create Carbs Fuel? I have been a competitive cyclist since I was 13 years old; it was my personal frustrations with how complicated and expensive properly fueling was. In the past 5 years, there has been a real fueling revolution in endurance sports; athletes have begun realizing they can and should be consuming far more carbohydrates during activity. Elite athletes are now consuming at least 90-120 grams of carbohydrates per hour during their activities; the issue is that products weren't formulated with that consumption in mind. Typical energy gels, the most efficient and effective way to get carbohydrates during activity, were 20-30 grams and $2-$5 per gel. This meant fueling properly involved consuming 3-5 gels per hour, often costing over $10.00 per hour. This is far too complicated - carrying huge amounts of product in 3-6 hour activities and eating every 15 minutes while exercising. This is far too expensive - many endurance athletes train 10-20 hours per week, the cost adds up quickly. The reality was that the vast majority of athletes weren't dealing with the cost and inconvenience, they were just deciding to under-fuel - meaning they were under-performing and not feeling as good as they could be. I wanted to create products that solved this problem for athletes and enabled them to better hit their fueling targets - creating quality products that are denser in carbohydrates and lower in cost.&nbsp; Who is your core consumer(s)? Are there other groups of people you would like to connect with? Our products benefit anyone doing strenuous exercise exceeding 90 minutes. That most often includes cyclists, runners, and triathletes. We also have athletes like swimmers, skiers, tennis players, bodybuilders, rowers, and backpackers enjoying the products. As we expand, we would love to make more products that make sense for people doing all sports, but right now the problem we solve is only really felt by serious endurance athletes.<figure id="figure-6u2yrc7fhm9riznqe"><img id="6u2yrc7fhm9riznqe" src="https://cdn.durable.co/blocks/10SX82VO91BBetcqFiPPthCX5xTJve9IRh6TPF8RagNGNyv28wASwEZH41fCpF1C.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 1/1; object-position: undefined undefined;" data-corners="default" data-aspect="1:1" data-caption="Image courtesy of Carbs Fuel" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/10SX82VO91BBetcqFiPPthCX5xTJve9IRh6TPF8RagNGNyv28wASwEZH41fCpF1C.jpg" data-mce-style="aspect-ratio: 1/1; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Carbs Fuel</figcaption></figure> How did you go about developing your brand identity, and has anything changed? Our identity came naturally. From day one, we’ve been clear on what we’re here to do: make the best-performing fueling products in the world, and make them simple and affordable. That means clear communication, minimal branding, a simple brand name, straightforward packaging, and no BS. We’re not flashy because we’re not trying to distract. We’re trying to help people fuel well and keep going. I like to think of us as the people's sports nutrition. We are transparent and everything we do has athlete's best interests in mind.&nbsp; What's your approach to promotional strategy? How does community building fit into the marketing mix? Every dollar we spend is intentional. Our promotional strategy centers around education, transparency, and building genuine relationships with athletes. We’re proud to sponsor some of the best athletes in the world - but our real community is built athlete by athlete, at races, in our retailers, on social, and through word of mouth. We care deeply about our community because that’s who we serve. We exist for them. What's your biggest challenge as a brand? Cutting through the noise is always a challenge - especially in a crowded space full of misinformation, over-promises, deep pockets, and flashy marketing. We’ve actually done a good job standing out so far by making a shockingly high quality and affordable product - but it’s a persistent headwind. Educating athletes and getting them to rethink what they’ve done for years takes time. That said, once people try our products, they rarely go back.Beyond that, we face the same challenges any lean, fast-growing brand does. Managing cash flow and inventory is a constant juggling act, especially with how quickly we’re growing. And we’re a small team - there’s always more we could be doing. We have to be really intentional with our time and resources, which isn’t always easy, but it keeps us focused on what actually matters.<figure id="figure-yous8x36osm9rj9lcr"><img id="yous8x36osm9rj9lcr" src="https://cdn.durable.co/blocks/21FlstoJDwrNyTZISh7UWCKsxwHrI5igUQw38Btl4kn6Zc92f1vYsCPLBpQk1mpQ.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 1/1; object-position: undefined undefined;" data-corners="default" data-aspect="1:1" data-caption="Image courtesy of Carbs Fuel" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/21FlstoJDwrNyTZISh7UWCKsxwHrI5igUQw38Btl4kn6Zc92f1vYsCPLBpQk1mpQ.jpg" data-mce-style="aspect-ratio: 1/1; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Image courtesy of Carbs Fuel</figcaption></figure> What does the product development process look like? It always starts with performance. We only make products that actually help athletes go longer or go harder - no woo-woo science, nothing unproven by research. That means grounding everything we do in real sports science and real athlete experience.We begin with what we, as athletes ourselves, want and need. We also listen closely to our sponsored athletes and our broader customer community. But we’re not chasing hype - we’re focused on what’s proven to make a measurable difference. If something doesn’t enhance performance, it doesn’t belong in the product.&nbsp; I am also laser-focused on the product serving a compelling purpose. I need a customer to see the product on the shelf and immediately be able to understand what purpose the product serves or why someone may want it instead of a different product. We focus on making something that is actually different, valuable, and has a compelling purpose that is either not fulfilled by other products or the current solution is too complicated, too expensive, or not good enough. Once we’re clear on the purpose, we define the nutrition targets, identify the ingredients that can get us there in the cleanest and most effective way, and begin testing. We build small sample batches, test, adjust, retest - again and again—until we get it right. From there, we share top candidates with trusted athletes in our network for feedback in the real world. Meanwhile, we’re working in parallel on scalability: sourcing ingredients, coordinating with our contract manufacturer, dialing in pricing, packaging, and branding. By the time something hits the market, it’s been through an intense and intentional process. If it’s not meaningfully better, we don’t make it. What has been your proudest moment on this journey? It’s hard to pinpoint just one moment, because this whole journey has been a steady progression. One recent moment that really stood out was at the <a data-mce-href="https://www.seaotterclassic.com/" href="https://www.seaotterclassic.com/" target="_blank" rel="noopener">Sea Otter Classic</a>. Seeing our gel everywhere - being used by a huge number of the top-performing athletes - was incredibly validating. Not just a few here and there, but clearly the go-to fuel for so many of the riders competing at a high level. At the same time, I was getting texts and photos from the <a data-mce-href="https://redlandsclassic.com/" href="https://redlandsclassic.com/" target="_blank" rel="noopener">Redlands Stage Race</a>, where athletes told me that almost every jersey pocket in the men’s and women’s pro fields had Carbs Fuel gels in them. That kind of organic adoption, especially among elite athletes who are flooded with options, is something you can’t fake. Seeing how genuinely loved our products are by the best in the sport reminds me why we started: to make something athletes actually want to use because it works and it is simple.What's next for Carbs Fuel? We’re building the future of fueling. That means more products that follow our same philosophy - simple, effective, affordable. We’re growing fast, and we’re committed to scaling without compromising. Our eyes are on new formats, expanded availability, and a bigger, more connected community. But we’ll always be who we are: the people’s sports nutrition.<h3>Taking the Next Step</h3>To learn more about how Carbs Fuel is revolutionizing sports nutrition, visit <a data-mce-href="https://carbsfuel.com/" href="https://carbsfuel.com/" target="_blank" rel="noopener">carbsfuel.com</a>. Their story exemplifies what happens when a brand identifies a genuine consumer need and builds everything—product, positioning, packaging, and pricing—around solving that problem.<h3>Let's Build Your Brand Story</h3>Working with brands like Carbs Fuel is my specialty at Summit Brand Works. I help companies discover their unique positioning, craft compelling narratives, and execute strategies that connect with their target audiences.If you or someone you know is looking for brand strategy and execution support, I'd love to connect. The most successful brands aren't built on flashy marketing—they're built on clarity, authenticity, and a deep understanding of the consumer. Let's create that for your brand.

Fueling Performance: How Carbs Fuel is Disrupting Sports Nutrition

Welcome to Summit Brand Works. Summit Brand Works is a small marketing consulting firm based in Denver, Colorado that specializes beverage alcohol and outdoor lifestyle recreation. We offer marketing strategy consultation and execution support for small and medium-sized companies.&nbsp;<h3>About Mark</h3>Summit Brand Works was founded by me, Mark Erickson.&nbsp;I've been really fortunate to have a career working in the bicycle, spirits, and beer industries. During the last 15 years, I've working with some amazing brands and companies, such <a data-mce-href="https://highwest.com/" href="https://highwest.com/" target="_blank" rel="noopener">High West Distillery</a>, <a data-mce-href="https://www.cbrands.com/" href="https://www.cbrands.com/" target="_blank" rel="noopener">Constellation Brands</a>, <a data-mce-href="https://www.bicyclecolorado.org/" href="https://www.bicyclecolorado.org/" target="_blank" rel="noopener">Bicycle Colorado</a>, and <a data-mce-href="https://lawswhiskeyhouse.com/" href="https://lawswhiskeyhouse.com/" target="_blank" rel="noopener">Laws Whiskey House</a>.I founded Summit Brand Works after experiencing and speaking with numerous companies that need marketing support but are working with budget, expertise, or labor limitations. I offer Fortune 500 marketing leadership experience without the overhead of a full-time executive or large agency.&nbsp;<figure id="figure-17cefd66rem9rknfbc" class=""><img id="17cefd66rem9rknfbc" src="https://cdn.durable.co/blocks/24k1Fa5Xrtj1DT941ERhgo83O8MbU17ohlI2uCBzutZz4SfumDuh2uD3tWZsRxhy.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 3/2; object-position: 55% 20%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="55%" data-positiony="20%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/24k1Fa5Xrtj1DT941ERhgo83O8MbU17ohlI2uCBzutZz4SfumDuh2uD3tWZsRxhy.jpg" data-mce-style="aspect-ratio: 3/2; object-position: 55% 20%;"></figure> <h3>Crafting Mountain Hospitality</h3>At Summit Brandworks, my professional journey reflects a lifelong passion for mountain culture and the aspirational lifestyle it represents—one defined by exploration, adventure, and authentic experiences both outdoors and around the table.<figure id="figure-0yijtxl49izlm9rkiv62"><img id="0yijtxl49izlm9rkiv62" src="https://cdn.durable.co/covers/23iMCIaQzIssfVrok0DfzAj0QjphEu8EpVHV8V7JPtGSSPzh6uhMmu5GpGXxvc9M.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/covers/23iMCIaQzIssfVrok0DfzAj0QjphEu8EpVHV8V7JPtGSSPzh6uhMmu5GpGXxvc9M.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure> My career in the spirits industry has been guided by a deep appreciation for the role premium beverages play in celebrating life's moments. At High West Distillery, I helped shape brand strategies that honored Utah's mountain and mountain heritage while creating products that complement the après-ski and outdoor adventure culture. This foundation prepared me for my role at Constellation Brands, where I worked with premium spirits that enhance gatherings and celebrations across diverse consumer lifestyles.Most recently, my time at Laws Whiskey House deepened my connection to mountain hospitality, working with a team dedicated to creating authentic Colorado whiskey that embodies the spirit of this great state—products that capture the essence of Colorado's terroir and become part of the ritual that follows a day on the trails or slopes.<h3>Exploring the Outdoors</h3> Parallel to my spirits career, my lifelong passion for outdoor adventure has shaped my understanding of brands that enhance exploration. My competitive cycling journey began in middle school, where I discovered the thrill of road and mountain bikes as vehicles for adventure and personal challenge. This passion followed me across continents when I worked with <a data-mce-href="https://www.bicycleexpress.com.au/" href="https://www.bicycleexpress.com.au/" target="_blank" rel="noopener">Bicycle Express</a>, one of Australia's premier cycling retailers, gaining perspective on how cycling culture creates community and enables deeper connections with landscapes and environments.My work with <a data-mce-href="https://www.bicyclecolorado.org/" href="https://www.bicyclecolorado.org/" target="_blank" rel="noopener">Bicycle Colorado</a>, one of the nation's most influential cycling advocacy organizations, taught me how to build communities around shared values and create meaningful initiatives that promote sustainable access to outdoor experiences—essential elements for brands that serve the aspirational outdoor lifestyle.<h3>Where Mountain Culture Meets Marketing</h3>What unites these seemingly different worlds—spirits, hospitality, and outdoor recreation—is a shared cultural ecosystem centered around mountain living and the pursuit of authentic experiences. Whether developing brand strategies for distinctive spirits that complement a mountain dinner or advocating for better cycling infrastructure that enables weekend adventures, I bring the same passion for connecting brands with people seeking meaningful, aspirational lifestyles.At Summit Brandworks, I leverage this unique perspective to create distinctive brand solutions for companies that enhance how people explore, gather, and experience mountain culture—from the products they use on adventures to the beverages they share afterward.Let's connect and discuss how your brand can become an essential part of the mountain lifestyle journey. &nbsp;

Mountain Culture & Adventure: The Heart of Summit Brandworks

Summit Brand Works

Summit Brand Works is a strategic marketing consultancy that elevates brands to their peak potential. We combine deep industry expertise in beverages, cycling, outdoor sports, and consumer packaged goods with data-driven insights to create authentic brand stories and measurable growth strategies. From established companies seeking revitalization to emerging brands ready to scale, we navigate the path to sustainable success through purposeful positioning, compelling storytelling, and precision execution.

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Mountain Culture & Adventure: The Heart of Summit Brandworks