Albany Distilling Company approached id29 prior to launching in 2012. They knew how essential brand design, product design and credibility are in the craft distillery category; especially when you’re battling the world’s most celebrated brands and have limited marketing dollars. We’ve been known to enjoy a drink from time to time, so we jumped at the chance to provide some assistance to a local startup bent on doing great things.
We’ve been working with them since. Craft distilleries are growing as a percentage of overall spirits sales; and they’re not doing it by undercutting the prices of ubiquitous brands. They’re charging a premium, and that requires giving target customers a real reason to believe in them, their story and their products.
It requires creating an emotional connection that compels trial, purchase and loyalty. Of course, a great product is critical; but this is where exceptional design and articulation really become strategic assets.