Trends in the Drinks Industry: What Successful Brands Are Doing Differently

How Successful Alcohol Brands Turn Trends Into Results

Understanding industry trends is only the first step. What sets successful alcohol brands apart is how they translate these insights into real marketing actions- across product design, activation, and consumer experience.

Below are the key marketing trends shaping successful alcohol brands today, and how they’re being applied in real-world campaigns.

1. From Products to Experiences

Winning brands are no longer selling just a beverage. They’re selling a moment.

Alcohol is inherently social, and top brands design marketing assets that amplify that behavior:

• Shared drink formats (beer towers, pitchers, multi-serve bottles)

• Tabletop experiences that spark conversation

• Products that feel like part of the occasion, not an add-on

Instead of asking “How do we show our logo?” these brands ask:

“How do people drink this and how can we make that moment more memorable?”

When a branded item sits at the center of a table or bar, it becomes part of the story people remember and photograph.

Here’s an example from a famous drink brand: Heineken Branded Beer Tower Raised the Bar in Marketing Drinks

2. Visual First: Designing for Social Sharing

Today’s most effective drinks marketing is designed with the camera in mind.

Top brands engineer visual moments:

• Bold color contrasts

• Unexpected lighting effects

• Clean, recognizable silhouettes

• Branded items that photograph well in low-light environments

The goal isn’t forcing hashtags. It’s creating setups people want to share.

If your product or promotional setup looks good on a phone camera, your audience becomes your distribution channel.

3. Functional Merch That Actually Gets Used

The era of novelty-only swag is fading fast.

Successful alcohol brands focus on functional promotional products that naturally belong in drinking environments:

• Glassware that feels premium enough to keep

• Bar tools people use at home

• Accessories that enhance the act of drinking, not distract from it

Function drives repetition. Repetition builds brand recall.

If a consumer uses your branded item at home or with friends weekly, you’ve achieved far more than a one-time impression.

Check out these functional promotional product ideas from different drink brands:

1. Custom Branded Socks: Johnnie Walker Excels in On-Pack Promotion

2. GWP Bags – How Brands are Winning at Travel Retail Promotion

3. The Anatomy of an Effective Travel Retail Gift: Macallan GWP Bag

4. Localized & Culturally Relevant Campaigns

Global brands are thinking locally—and winning because of it.

Rather than one-size-fits-all campaigns, successful alcohol brands:

• Adapt designs for regional festivals

• Use culturally familiar symbols or rituals

• Create limited editions tied to local celebrations

This approach makes the brand feel present, not imported.

Consumers don’t want generic global messaging. They want brands that feel like they belong in the places where they drink.

5. Limited Editions That Feel Collectible

Scarcity still works when it’s done right.

Alcohol brands are using limited runs to:

• Mark seasons or events

• Test new designs

• Encourage repeat purchases

• Create urgency without discounting

The key difference? These items feel designed, not rushed.

When a promotional item or package looks collectible, people keep it, and your brand stays visible long after the drink is gone.

Here’s an example of how a limited edition strategy works: Why Does this Bowmore Limited Edition Strategy Really Work?

6. Premiumization Without Pretension

Premium no longer means complicated—or expensive for the sake of it.

Modern premium drinks marketing is about:

• Cleaner design

• Better materials

• Thoughtful details

• Fewer, stronger brand elements

Successful brands invest in quality touchpoints rather than excess. A well-made glass, dispenser, or accessory often communicates more value than flashy packaging.

Premium today is about confidence, not noise.

7. Sustainability That’s Subtle but Real

Consumers are paying attention, but they don’t want lectures.

Leading brands integrate sustainability quietly:

• Reusable barware instead of disposables

• Durable materials that extend product life

• Packaging that feels intentional, not wasteful

The smartest campaigns let the product speak for itself. Sustainability becomes part of the brand’s values, not a headline.

Take a look at these sustainable packaging ideas:

1. Belvedere Vodka’s Brunch Jar Set Sparks Creative Drink Packaging Idea

2. Drinks Packaging Design: Canvas Bottle Wrap by Bulleit Stirs Interest

Practical Tips for Running a Successful Alcohol Drinks Marketing Campaign

Great alcohol marketing doesn’t rely on one big idea. It’s usually the result of many smart, well-executed decisions that work together across product, environment, and timing.

Here are proven tips used by successful drinks brands to turn campaigns into measurable results.

1. Design for Where the Drink Is Consumed

Always start with the environment. A campaign designed for a supermarket shelf will fail in a bar and vice versa. High-performing brands tailor their marketing assets to where consumption actually happens.  If it doesn’t belong in the moment of drinking, it won’t stick.

2. Let the Product Do the Talking

Alcohol marketing is strongest when it feels effortless. Rather than forcing messages, successful brands integrate branding into items people already want to use.

When the product is useful and well-designed, it becomes the brand message, no explanation required.

3. Build Campaigns Around Social Behavior

People rarely drink alone, and your marketing shouldn’t assume they do. The most effective campaigns are built around group behavior. If a product sparks conversation, it extends the campaign far beyond its original placement.

4. Keep Branding Confident, Not Overbearing

More logo does not equal more impact. Strong alcohol brands use branding with restraint. Subtle branding conveys a premium, trustworthy feel, especially in alcohol categories where consumers are sensitive to authenticity.

5. Plan Around Real Drinking Occasions

Timing matters more than trends. Successful brands plan campaigns around. Short-term promotions resonate more when they align with moments when people are already ready to drink and celebrate.

6. Create Reasons to Share, Without Asking

The best campaigns never say “share this.”

They create:

• Visual appeal worth photographing

• Experiences people want to document

• Products that stand out naturally in low-light, nightlife settings

If people share your brand without being prompted, you’ve built something genuinely engaging.

7. Test, Refine, Then Scale

Not every idea needs to go global on day one.

Leading alcohol brands often:

• Test concepts in select markets

• Run limited editions first

• Gather feedback from real environments

• Refine before scaling production

This approach reduces risk and ensures your marketing investment performs where it matters most.

Custom drinkware to add to your next campaign

Custom wine glasses can serve as valuable marketing tools that can help boost brand awareness, increase customer loyalty, and drive sales. Here are some ways to utilise them in your marketing strategy:

Unlike ordinary ice cube moulds, these football-shaped promotional bar accessories will definitely appeal to your customers, especially those who are sports fans.

These custom wine holders feature unique design elements that make them ideal for drinks marketing. Take a closer look at these.

This promotional wine accessory is indeed beneficial for both customers and every wine business! See how this small yet eye-catching customized wine stopper can create a great impact on your brand. 

Final Takeaway

The best drinks marketing fits naturally into the way people drink. Successful alcohol brands focus on real moments. When marketing feels authentic and useful, attention follows naturally.

At ODM Group, we help drinks brands bring these ideas to life by supporting the full process: designing the right product, customizing packaging, creating prototypes and samples, managing quality control, and handling shipping. The goal is simple: to create branded items that feel right in the moment and leave a lasting impression long after the drink is gone.

Contact our team today to learn more about working with The ODMGroup!

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