In a conversation with industry experts Adam Dobson and Mike Clancy, we explored how to export spirits and build brands successfully in international markets.
The discussion was rich with insights about brand differentiation, building effective partnerships, creating versatile toolkits, and boosting sales in export markets.
If you’re looking to grow your brand globally, the video is half an hour packed with insights from two people who have been there, done that and then some. In addition, below are some key takeaways from the conversation.
Useful background on Mike Clancy
Mike Clancy is the co-founder of Lough Ree Distillery, based in Lanesborough, Ireland. With a background in engineering, Mike has applied his technical expertise to the spirits industry, helping to establish Sling Shot Gin and Bart’s Blended Whiskey as familiar names in Irish craft distilling.
Lough Ree Distillery is known for its innovative approach, sustainable practices, and commitment to showcasing the local terroir. Mike’s vision for the distillery is rooted in quality, community, and tradition, driving Lough Ree’s success both domestically and internationally.
Useful background on Adam Dobson
Adam Dobson is a seasoned professional and exporting expert in the spirits industry, having built a diverse career working with several well-known brands.
Starting his career at Diageo, he worked with iconic brands like Gordon’s and Tanqueray, and later took on export roles at Atom Brands and Maverick Drinks, where he led Bathtub Gin into new international markets. Under his leadership, Maverick Drinks won its third IWSC Spirits Distributor of the Year title.
Adam’s strategic vision took Silent Pool Gin to 47 markets globally, focusing on both consumer needs and travel retail opportunities. His ability to navigate both SME environments and large matrix organisations are part of why he is recognised as a craft spirits export expert who delivers consistent results.
Understand your market before you export to it
“You can’t expect the same brand positioning to work everywhere—you need to adapt based on local preferences, cultural context, and pricing considerations.”
Adam and Mike both stressed the importance of understanding your target markets before diving in. Every country has different consumer preferences, duty rates, and tax structures. For example, in their opinion, consumers in the U.S. tend to favour less juniper forward flavours in their gins, while Eastern European markets lean towards herbaceous profiles.
Doing your research to understand what drives each market can save time, resources, and ensure the brand’s relevancy.
It’s also important to consider local regulations and market-entry barriers, such as the logistics of distribution and differing tax laws. A comprehensive market analysis can help you navigate these obstacles and maximise your brand’s potential for success. For example, Adam emphasised how understanding these nuances helped him tailor Silent Pool Gin’s approach in different countries, leading to smoother market entry.
Key takeaway:
Tailor your product positioning to each market by understanding consumer preferences, pricing structures, regulatory factors, and how your competitors are already performing there.
Be flexible, but stay authentic
“Be willing to tweak your messaging and even your product offering, but know your core brand values and stick to them to maintain brand integrity and customer trust.”
It’s a balancing act: you need to be flexible in your approach to enter different markets but still remain true to your brand identity. Adam highlighted the importance of adapting your message without losing the essence of what your brand stands for.
Staying authentic means knowing the core values of your brand and ensuring they resonate consistently, even if the marketing tactics vary. Flexibility can manifest in various ways, such as adapting promotional campaigns, partnering with different types of local influencers, or adjusting pricing based on the competitive landscape.
However, while flexibility is necessary, it’s equally important not to lose sight of your original brand ethos. Consumers today value authenticity, and it plays a central role in building brand loyalty, especially in an industry as personal as spirits.
Key takeaway:
Be willing to tweak your messaging in export markets, possibly even your product offering, but know your core brand values and stick to them to maintain brand integrity and customer trust.
Identify and emphasise your unique selling points (USPs)
“It’s the only spirit in the world where peat is distilled as a botanical, giving it a unique, earthy characteristic that’s refined and elegant, not just a gimmick.”
Mike noted how critical it is to have two or three strong USPs when entering a new market. These could be related to flavour profile, packaging, pricing, or even the brand story. For example, his Slingshot Gin stands out because it’s distilled with peat. Adam also noted that clear differentiation makes it easier for partners to understand your value proposition and convey it to their customers.
Moreover, understanding what resonates with specific markets can allow you to choose which USP to highlight. For instance, in export markets that value premium experiences, your unique ingredients or craft processes might be the most compelling selling points.
In more price-sensitive markets, your competitive pricing compared to local competitors might be what makes you stand out. Differentiation helps not only in positioning but also in creating an emotional connection with your audience.
Key takeaway:
Identify your USPs and emphasise them clearly, whether it’s a distinctive ingredient, innovative packaging, or a compelling brand story. Choose which ones to highlight based on the market’s values and priorities.
Create effective sales toolkits for export partners
Both Adam and Mike spoke about the importance of creating effective sales tools for partners and distributors. A basic sales sheet that highlights price points compared to competitors, flavour profiles, and usage recommendations is invaluable.
This helps distributors and bartenders pitch your product effectively. Adam pointed out the usefulness of positioning your brand against competitors using visuals like pricing ladders and flavour wheels.
An effective sales toolkit doesn’t stop at a basic sales sheet. It should include digital assets that partners can use in their marketing campaigns, product information videos, training guides for bartenders, and even consumer education content that distributors can use in their promotional activities. Interactive and visually appealing content can help your product stand out and make it easier for partners to pitch.
Key takeaway:
Give your partners easy-to-use sales tools that help them quickly communicate the value of your brand compared to the competition. Consider expanding your toolkit with digital assets, videos, and interactive materials.
Know when and how to invest in market presence
Entering new markets requires on-the-ground presence. Adam and Michael both agreed that nothing beats spending time in key markets to create noise and build relationships.
Whether it’s by participating in local trade shows, hosting bartender masterclasses, or simply visiting bars and retailers, this presence is vital. But they also recognised that budgets can be tight, and it’s important to tailor investments by market. For instance, Adam noted that sometimes low-cost initiatives like getting your gin into a top 10 list for Christmas or sending samples to journalists can be hugely effective.
Another way to invest in market presence is by hosting exclusive launch events or limited-time promotions that generate buzz. Collaborating with local events, cultural festivals, or even charity initiatives can also help establish a local identity and endear your brand to consumers. Small investments in strategic events can make your brand more recognisable and elevate its standing in competitive markets.
Key takeaway:
Prioritise your market investments and tailor them to maximise impact—boots on the ground in the most promising markets and lower-cost initiatives elsewhere. Consider unique launch events and collaborations to establish local presence.
The role of differentiation in export markets
“Trends like sustainability and hyper-localisation are shifting the spirits landscape, and tapping into these themes can help a brand stand out in crowded markets.”
The panel agreed that certain markets are more challenging, particularly those oversaturated with similar products. The UK, for instance, is a tough space for new gin brands as the shelves are already full of established options. Michael spoke about leveraging niche opportunities—for instance, providing spirits for the on-trade in eco-friendly containers (like the eco-totes used for pouring products), which helped differentiate his brand and gain traction in places where cost had previously been a barrier.
Differentiation also involves understanding emerging trends. By staying ahead of market shifts and consumer preferences, you can position your product more effectively. Trends like sustainability, wellness, and hyper-localisation have changed the spirits landscape in recent years, and tapping into these themes can help your brand break through in crowded markets.
Key takeaway:
Find a niche that helps you stand out—whether it’s sustainability, a unique production method, a trending flavour profile, or tapping into emerging themes like wellness or locality—especially in competitive markets.
Building long-term relationships with distributors
Lastly, the trio discussed how valuable it is to build strong partnerships with distributors. This goes beyond the initial sale—it’s about making sure they understand the brand deeply enough to convey its story and value proposition convincingly.
Spending time with your export partners, be it importers, distributors or sales agents and being present during local events helps foster enthusiasm and ensures your brand isn’t just sold, but sold well.
Long-term relationships are built on trust, and this can be reinforced by providing consistent support, quick responses to distributor needs, and joint marketing efforts. Regular training sessions, incentives for achieving sales targets, and including distributors in brand-building campaigns can make them feel like valued partners. The better equipped your distributors are, the more they’ll champion your brand, leading to greater reach and deeper market penetration.
Key takeaway:
Don’t just rely on the product itself; spend time building relationships with your distributors so they can effectively champion your brand. Offer training, incentives, and support to create a strong, motivated distribution network.
A few thoughts to conclude…
Exporting anything is a challenge logistically. Breaking into international markets and staying there is even harder, but it’s achievable with the right combination of adaptability, authenticity, and effective partnerships. By understanding the local landscape, leveraging your unique qualities, and working closely with your distributors, you can navigate the complexities of building a successful spirits brand abroad.
Employing both classic strategies and modern digital tactics will further position your brand for success.
Ready to take the next step with your export strategy? Start by evaluating where your brand adds value in each potential market and build from there. With the right approach, the world truly can be your marketplace.
This article is part of a series of How to insight pieces, made possible through the insights of brand owners and their first hand experiences. Why not continue your learning journey with these…
Dan Szor (Cotswolds Distillery) on Adding Value Through Storytelling.
Hilary Whitney (Sacred Gin) & Nolan Kane (Verallia Glass) on Building value through custom bottles & bespoke packaging
Seb Heeley & Emma Goddivala on Adding value through tourism
Melissa Katrincic (Durham Distillery), Hugh Anderson (Downton Distillery) on consumer advocacy and fostering lifelong fans.
