TOP 10 TACTICS FOR LUXURY DRINKS BRANDS

(TDB) - Sadly there’s no fail-safe method or shortcut to building a luxury drinks brand, but there are certain steps you can take to smooth the way.

To coincide with the luxury focus in December’s issue of the drinks business, we spoke to Gregor Jackson, partner at luxury design consultant gpstudio, whose recent work includes The Whisky Shop outlets in London’s Piccadilly and Manchester.

From capturing consumers’ attention in the first place to retaining and developing their interest, read on for his top tips on helping your brand break into this enticing but cut-throat sector.

10. Express your brand DNA

Ensure that you have a clear definition of your own brand and its DNA.

This should incorporate its values, its history, its story and its vision for the future. Once this has been captured, this should be clearly communicated to your customers and retail partners.

Your physical retail space should be the 3D expression of all of the above, and should truly bring your brand to life.

9. Careful choice of channels

Consider the choice of retail channels and partners, to ensure they align with your brand and ambitions.

By keeping control over the way that your products are distributed and displayed, you retain control of your brand positioning – and, therefore, the way that your customers will perceive you.