The Pillars of Strong Branding for Breweries & Distilleries

Craft beer and craft spirits are more competitive than ever. Shelves are packed, fridges overflow with colour, and social feeds are full of beautifully branded bottles and cans. So how does a brewery or distillery stand out? How do you become the brand people remember — the one they point out to friends or pick without hesitation?

At Saltwater Digital, we’ve noticed that the most successful drinks brands share five key pillars that influence everything from packaging to digital strategy.

1. A Brand That Stands Out

Whether it’s a supermarket shelf, a craft beer bar or a festival tent, your visuals need to stand out instantly. Think bold, memorable design elements, intentional use of colour and a clear sense of identity. When someone scans a fridge full of options, your brand should be the one that grabs their eyes first.

2. A Brand That’s Instantly Recognisable

Standing out gets attention — recognition earns trust. Consistency is crucial here. Your audience should feel like they “know” your brand, even from a distance. It might be a recurring illustration style, a signature layout, a colour that always appears or a tone of voice people could identify without a logo.

3. A Clear Point of Difference

For drinkers discovering you for the first time, give them a unique hook. It could be something playful on the can, a QR code linking to a video or playlist, a character that evolves over time, a sustainability feature or an unexpected humour note. These elements can turn curiosity into conversation — and conversation into trial.

4. A Connection with Your Desired Audience

The strongest drinks brands go beyond visuals. They speak directly to a tribe. Retro gaming fans. Surfers. Nature lovers. Goths. Indie kids. City professionals. If you understand your audience’s passions and personality, you can build a brand that feels like it belongs to them. It’s not just liquid — it’s belonging.

5. Consistent Storytelling Across All Touchpoints

Branding doesn’t stop at the can or bottle. The way you talk on social media, the photography style you use, your website layout, your merch, your email newsletter — they should all feel like chapters of the same story. Drinkers should feel like they know what you stand for before they even taste the product.

If you can nail these five pillars, you don’t just create a drink — you create a brand people remember, recommend and return to.

6. Branding Brings Them In — But Your Product Keeps Them Coming Back

While branding, storytelling and digital strategy get people to notice you, your product is what earns loyalty. The breweries and distilleries that thrive long-term are the ones whose branding reflects the quality inside the can or bottle.

When you pair:

• a standout visual identity,
• clear positioning,
• a connection with your audience,
• and consistent storytelling,
• with brilliant beer, rum, gin, whisky or whatever you produce, you create something truly powerful — a brand people trust without hesitation.

Great branding gets the first purchase.
Great liquid gets the second, third and fourth.

Nail both, and you’re not just another drinks brand — you’re a favourite.