FINE's "The Drum" Series: Shaping the Stories Behind Beverage Marketing

In the U.S., there are 6,000+ craft breweries, 9,600+ wineries, 1,500+ craft distilleries, and ubiquitous options in coffee, tea, sodas, bottled waters, energy drinks, and even exotic new ciders, coconut waters, kombuchas, bubble matchas, and chais. Since all these brands can’t reasonably be looking for mass consumer adoption, craft has become more critical than ever, while adding perceived value through the stories behind every sip.

Continuing our series focused on industry craft for The Drum, FINE Partner and Chief Strategist Josh Kelly looks at how a craft mindset has come to define the beverage industry and influence all aspects of branding, from making to serving, and (most of all) how creatives are guiding the story.

From The Drum: Crafting Brands: Shaping the stories behind beverage marketing

The Series

Crafting Brands: A modern mindset with a deep past

Craft in Action: Tracing the ubiquitous Wisdom Script typeface's origins