How smaller alcohol brands can leverage their marketing on a budget – Market Intel

Start with story, not spend“You won’t outspend Diageo or Pernod Ricard, so out-think them,” says the head of marketing at OhBev Agency, Vas Art. Before placing a single ad or printing a single label, founders must get crystal clear on their brand.“Codify your verbal (story, tone, core ideology) and visual (logo, palette, imagery) fundamentals,” Art advises. "A well-developed brand book turns every future decision, from email design to event signage, into a cohesive extension of your identity, not a disconnected one-off."This clarity sets the stage for consistency, a key currency when