I started covering the industry seven years ago, during an interesting shift: social media had entirely upended traditional marketing rules and more brands than ever were launching by the day. With that influx has come a lot of noise. But I’ve always liked noise, particularly loud, fast music and I’ll take the thrill of a mosh pit at a punk show over a big stadium pop concert any day. So it should come as no surprise that, back in 2019, I instantly took an interest in Liquid Death. 🛹 Liquid Death spoke a language I was fluent in – horror movies, skate culture, hardcore punk. And while it faced a lot of skeptics within the beverage industry, I knew there were a lot of people out there who thought like I did. After all, the successes of the Ramones, Jordan Peele, Tony Hawk’s Pro Skater and Adult Swim were not all random flukes. But I don’t know that the key to success is to play “me too” and make Slasher Juice. Rather, I’m seeing a lot of the same qualities that have worked for Liquid Death in completely different kinds of brands, ones that aren’t necessarily speaking personally to me, but are speaking, with personality, to some other version of me, or you, or another real person. Ghost and G Fuel have immersed themselves with gamers, Barcode and G.O.A.T. Fuel are rising from within the world of pro sports. 👏 “Authenticity” has to be more than a buzzword. Strong brands will frequently reflect the entrepreneur with all their idiosyncrasies. Like a good piece of art, it’s the quirks that make something stand out. The first time I talked to Liquid Death CEO Mike Cessario I joked they could be the official water of the band Pig Destroyer. He told me they were a favorite and was shocked I knew them. That, to me, proved Liquid Death walked the walk. I even look at the next gen of AAPI-led brands like Omsom or Sanzo who are putting their heritage and cultural identities at the forefront of their message – I may not celebrate Tết, but I feel like Sang’s Instagram videos are welcoming me to join them in their traditions. ☮️ For the brands that grow and cross over, we’ll often forget they were ever considered niche. Ben & Jerry’s was born from the ashes of the hippies, but almost 30 years after his death we’re still buying ice cream named for Jerry Garcia. At BevNET Live last winter, Weird Tea co-founder and CEO Jason May offered a word of advice that I loved. Sure, go to Erewhon and see what other brands are doing, but don’t just copy them. Go to a museum and look at art, go to the beach, bring something from outside the world of CPG into your brand and that will help make it unique. That’s something all of the brands I’ve just mentioned have done. Most people have a sense for when they’re being sold something and know if you’re earnest. Consumers are not horses who need to be brought to water in hope that they’ll drink, they’re human beings looking to connect with something meaningful to them. I love learning how other people see the world, so share something meaningful to you. I’ve never started a company or been on a marketing team, and I could be clouded by my own taste. I, for one, love the idea of naming a spirits company after a Walter Benjamin essay, but I’ll confess that one might be very niche. But remember, it’s always a risk. It may not work. There’s plenty of companies who have done exactly what I just described and failed. But the ones that stick can leave a big impact. Do you agree? Is there something to be said for the brands that keep it tried and true? Let me know, reach out anytime at bavery@bevnet.com. | 
