Craft distilleries have long celebrated their identity as small, local, and passionate operations. Rightly so, these terms epitomise so much of what the industry is about and for a while – they were the rallying cry of a nascent movement.
These descriptors helped distinguish craft distilleries from the big, faceless corporations dominating the spirits world. But let’s be honest – times have changed.
Craft distilling is no longer a scrappy underdog; it’s a thriving, dynamic industry. Many of the successful brands are polished, have sharp aesthetics and are well run operations. It’s a craft industry, not just a cottage one.
Small. Local. Passionate. They may be true but it’s high time to rethink these attributes as valid unique selling points (USPs). Because they are not.
Here’s why it’s time for craft distilleries to shift their narrative and embrace a broader, more compelling story.
The craft distilling industry has grown up
Twenty years ago, a small, local distillery was a novelty. But what started as a niche movement with a few pioneering individuals has blossomed into a vibrant, global industry. There are now over 700 craft distilleries in Australia, a similar number in the UK, and about 2,600 in the USA. Latin America is seeing a huge surge of new producers and Ireland, Japan and India have all had double digit year on year increases in the number of new arrivals.
Today, there are thousands of them around the globe. The charm of being a rare find has worn off because now, craft distilleries are everywhere. So much so that it would be weird to not have one on a well-known island or in a major city.
Moreover, craft distilling has matured into a substantial industry, generating millions in revenue, contributing significantly to local economies and job creation, let alone becoming tourism hubs for entire regions.
Some of the greatest drinks brands of this century have come from the humble origins of craft operations and grown into behemoths (being snapped up by investors and an eager M&A market along the way).
There are Guilds, Associations, conferences, expos, community forums. It’s no longer just about a handful of trailblazers; it’s about a vast, interconnected community.
And yet many producers haven’t changed their tune
Despite the evolution of the craft distilling industry, many producers continue to emphasize being “small, local, and passionate.” It’s easy to see why this messaging persists too…
For many producers, the small, local, and passionate identity is genuinely reflective of their origins. These attributes are not just marketing tools but core elements of genesis.
They are also the very values that continue to attract new entrants to the industry who are inspired by the idea of creating something unique and personal. They became craft distillers to be a maker and have a direct relationship with customers. Take that notion one step further and it’s also true that most take immense pride in their work. There is a strong sense that their personal touch and passion add intrinsic value to their products and that is a significant part of the spirit’s identity.
On the flip side of that same argument – ego frequently goes beyond just a sense pride and there’s a belief that their story and dedication to their craft deserve recognition and attention for it’s own sake. As if it’s enough to warrant the consumer’s attention alone…
For the savvier operations with open doors, it’s clear that emphasising local heritage helps attract tourists. Visitor centres and tours thrive on the charm of a small, passionate operation. It’s also true that a segment of consumers continues to seek out and support small, local businesses.
And between all these factors – the messaging persists.
Moreover, it’s easy to see why the messaging has value and helps at the small end of the scale. That said – just because being small, local and passionate are true and authentic, and just because they are expected and useful in some situations – it still doesn’t make them differentiators, nor actual USP’s that will allow an operation to thrive or grow.
They should not be at the heart of a vision or mission statement.
Why “Small, Local, and Passionate” is both limiting and reductive
Consumers have evolved. Today’s drinkers are sophisticated. They appreciate authenticity, but they also expect more nuanced and compelling narratives from the brands they support. Clinging to “small, local, and passionate” feels like an industry that hasn’t grown up or learned from its success.
Look at how the hotel industry has evolved. Decades ago, the focus might have been on being a quaint, family-run establishment where the owners were a part of the narrative. Today, successful brands like Air B&B innovate continuously. Even at the one-on-one independent end of the spectrum – the messaging changed. The booking impulse being leaned on to convert a sale has changed.
Similarly, hotels have moved from just being a place to stay to offering entire experiences, whether it’s eco-friendly stays, cultural immersions, or luxury escapes. Travel 20 years ago vs now is an entirely different industry.
Almost all industries are and because of it, the messaging and the ways to find success have shifted to reflect that.
Craft distilling has changed too, and yet in that same timeframe the messaging hasn’t. That’s despite an entirely new consumer demographic now of drinking age who search for information and communicate entirely differently online. Despite social media becoming a ‘thing’. Regardless of going from 100 to over 3000 producers. Despite all the expertise gained along the way…
Craft distilling must learn from this and wake up to avoid stagnation. Differentiation, innovation, and a forward-looking approach to brand building are essential for staying relevant and competitive.
The pitfalls of “Small, Local, and Passionate”
So why this tirade at wholesome values and small business truths?
Placing the three terms as your raîson d’ètre is problematic as it sets a low cap on what’s possible before you have an implosion of your core consumer base. It creates business models that are set up to be perennially small and therefore highly susceptible to market fluctuations.
While charming, they do not help with brand differentiation. They are not messages and actions that lean on purchase triggers and consumer impulses either. They are not core truths that you can translate into activations miles away from the distillery door, nor into slogans that resonate on shelve that are in another city, country or continent.
Unfortunately, they also make for incredibly wishy-washy mission statements and brand values and that often leads to rudderless marketing strategies.
Because it’s hard to extrapolate brand identity from the idea of small, craft, local and passionate, the brand tone of voice, aesthetic and target consumer bases have to stem from a different place. Some are well formulated, but most are weak and are often fabricated out of a need to materialise a stand, some content etc. As a result – they are often wildly inconsistent.
If that isn’t enough, let’s take it one step further…
Limiting growth potential
Positioning your brand as “small” suggests that growth and expansion might betray your core values. Consumers may perceive any scaling up as a shift towards becoming the mainstream brands they initially avoided.
Being “small” can inadvertently cap your market reach and potential. It signals a finite capacity, which can deter long-term investment and strategic growth. And as all those who work in craft distilling will already know – being small is incredibly hard work and a perilous place to be if you want to have longevity.
Restrictive reach
Emphasising “local” restricts your appeal to a broader audience. While local pride is valuable, when it becomes your identity it can also pigeonhole your brand into a niche market, limiting national or international expansion.
As a local brand, scaling up without losing your identity becomes fraught with consumer scepticism. How is a Californian brand relevant on the East Coast, or how is a celebration of Yorkshire going to translate in London? Internationally, why does being the epitome of Melbourne matter to a drinker in Delhi?
Personality-driven “passion” brands
Brands centred around founders can struggle as they grow. The personal touch that defines the brand can become diluted, and founders can’t be omnipresent. This model is unsustainable and can stifle growth – unless the individual is a celebrity in which case they can constantly bring publicity and public attention.
Irrespective – relying on a single personality can lead to inconsistencies in brand messaging and consumer engagement, making it harder to maintain a cohesive identity too.
What’s the alternative? Moving beyond the usual narrative
To thrive, craft distilleries must develop a bolder brand narrative that transcends the functional messages like “small, local, and passionate.” Here’s how:
Define a larger purpose
Articulate a vision that resonates beyond local charm. Focus on what your brand aims to achieve in the industry, whether it’s innovation, sustainability, or cultural impact. Craft a story that connects with a wider audience, emphasising values and missions that align with broader consumer trends.
Develop a consistent brand voice and aesthetic that can adapt as your business grows. This includes creating marketing strategies that resonate on a national or international level.
Anchor your brand narrative in universal themes and concepts that resonate with a global audience and transcend cultural and geographical boundaries. Communicate a clear, purpose-driven vision. A strong vision can unite diverse consumer groups.
Tap into the emotional aspects of your brand and storytelling to evoke common emotions such as joy, nostalgia, or curiosity. Leverage shared human experiences. For example, the joy of celebration, the comfort of a familiar drink, or the excitement of discovering a new spirit can all be focal points of your brand narrative. Tailor your messaging to reflect local cultures and values without losing your core identity.
Your USP needs to help build differentiation, be able to travel far and wide, and in time, it has to be able to evolve.
Time to do better
We need to be encouraging producers to evolve. There’s nothing wrong with being small, local, founder lead, passionate – but there’s no need for that to be what you lead with nor what you define yourself by.
It’s time to stop and strategise around a brand narrative that’s about something beyond the tired tropes that limit the impact, potential and longevity of the very products you are making.
Craft distilleries have rich stories to tell and the ability to weave complex narratives in unique ways.
By focussing on what truly makes your brand unique you can engage consumers with stories that matter today. Take a look at how this can be done in our articles on Tone of Voice, Brand Values and more.
This approach will not only enhance your market reach but also ensures your brand remains vibrant and relevant in a dynamic industry that set to dramatically change in the years to come as it becomes ever more established.
