‘Be bold or be ignored’: five tips for cash-strapped drinks startups to promote themselves and their products 

©  Gypsy Spirits

‘Every brand has a compelling story,’ according to YesMore CEO Tom Khan-Lavin, whose work with US craft distiller Gypsy Spirits reflects the adventurous ethos of its Michigan founders.

Beverage startups don’t need a big PR spend to make a big impact — just bold ideas, sharp strategy and a brand that speaks louder than the competition. Ahead of its inaugural New Product Awards, Global Drinks Intel asks the experts how.

“You won’t outspend Diageo or Pernod, so out-think them,” says Vas Art, head of marketing at OhBev Agency. Before placing a single ad or printing a single label, get crystal clear on your 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.

Art adds: “Run every move through the brand book filter: does this look, sound and feel unmistakably us?” If the answer’s no, cut it and redeploy resources where they matter more.

For lean brands, focus is power. “Be everything to everyone and you will appeal to no-one,” warns Tom Khan-Lavin, CEO of YesMore Drinks Marketing Agency. “On a tight budget, precision is paramount.

 “Dominate your home turf first,” he says. “Build a strong, loyal following in your immediate geographical area. Leveraging local events, community groups and independent retailers will provide a solid base before attempting wider expansion.”

One of the most effective marketing tools available? Email. “Email marketing remains one of the most powerful and cost-effective tools in your arsenal,” says Khan-Lavin. He stresses building your list from day one and nurturing it with real value — behind-the-scenes content, invites to tastings, early access to products — not just hard sells.

Khan-Lavin also recommends experimenting with WhatsApp marketing. “Be even less salesy there,” he notes, suggesting a tone that’s conversational and community focused.

Earned media is another high-impact, low-cost opportunity. Rather than investing in expensive ad space, startups should focus on crafting stories that pique journalist interest. “Every brand has a compelling story — whether it’s your founder’s passion, unique ingredients, sustainable practices or a quirky brand origin,” says Khan-Lavin.   

When you do get a win, whether it’s a piece of PR, an award or a high-profile stockist, don’t let it sit in a silo. 

“Amplify every win across all your marketing channels,” says Khan-Lavin. Share it in your newsletter, pin it to your homepage, highlight it on social media and work it into your sales and investor decks, he adds. “Don’t just list your awards,” Khan-Lavin adds. “Feature them prominently on your packaging, in all communications, and integrate them into your ongoing PR outreach.”

When it comes to resourcing your marketing, Art advises avoiding the “patchwork” approach of disparate freelancers. “One lean in-house specialist with real beverage experience can stretch budgets further,” he says. 

Strategic collaborations offer another way to extend reach without draining resources.

“Look for non-competing brands that share your target demographic,” suggests Khan-Lavin. Local food brands, lifestyle products or tourism groups make great partners for co-hosted events or tasting drops.

Read more from Global Drinks Intel at drinks-intel.com & enter the New Product Awards at GDInewproductawards.com