Small-Batch Spirits, Big Impact Launches
Seven Steps for Launching a New Spirits Brand
Australia’s spirits industry is booming. There are now over 600 distilleries in operation compared to just 28 in 2014. While this incredible growth brings opportunities, it also means fierce competition. For small-batch producers, success hinges on striking the right balance—combining wholesale distribution with a robust direct-to-consumer (DTC) strategy.
Drawing from my experience consulting for spirit brands like Anther Distillery and managing brand and DTC at All Saints Estate, I’ve put together this guide to help you launch your boutique spirits brand with impact. Let’s dive in.
1. Start with Your Brand Proposition
Your brand proposition is your foundation. It defines who you are, why your product matters, and why customers should choose you over everything else on the shelf.
To get it right, start by understanding:
What makes your product unique? Whether it’s an innovative flavour, sustainable production methods, or a compelling origin story, highlight what sets you apart. Customers expect vodka to have pure water or gin to feature botanicals—so go beyond the basics. Focus on the experiences your product creates.
What do your customers want? Are they seeking premium cocktail bases, low-alcohol options, or eco-conscious products? Dig into their values.
What can’t your competitors offer? Don’t compete head-on with big brands or chase what’s already been done. Instead, look at your domestic competitors and find the gaps you can own.
Once you nail your brand proposition, it becomes your guiding light. It’ll shape your messaging, pricing, and everything else—ensuring consistency across both trade and DTC.
2. Pricing: Align for Success Across Channels
Misaligned pricing is a common trap for new spirits brands. Your pricing strategy needs to work for both trade and DTC, balancing competitiveness with profitability.
Aim for price parity. Decide what your product will retail for online and in stores, then work backwards to calculate your wholesale and DTC pricing.
Keep it consistent. Undercutting retail partners with lower DTC prices damages relationships. On the flip side, selling too cheaply to wholesale buyers can undermine your brand’s perceived value.
Account for costs. Factor in everything—packaging, shipping, warehousing, and distributor cuts. Many brands set prices too low at the start, only to struggle with margins later. Be confident in your pricing from the outset.
3. Tell Stories That Resonate
Great stories sell spirits, whether you’re talking to trade buyers or DTC customers. But technical details like distillation methods or water purity only go so far.
Focus on experiences. Instead of just describing how your spirit is made, share how it transforms a cocktail or enhances a special moment.
Engage bartenders. Bartenders are powerful advocates. Invite them to tastings, run mixology competitions, and build relationships. My husband, Mick, spent years as a brand ambassador for Suntory and Belvedere, and I saw firsthand how these connections can transform a brand.
Stay on top of trends. Consumer preferences are always evolving. Right now, people are drinking less but drinking better. Sustainability, low-alcohol options, and innovation are all big priorities—but remember, trends shift. You don’t need to chase every one, but staying aware will keep your brand relevant.
4. Build Strong Wholesale Relationships
Wholesale is critical, but it’s rarely a quick win. It requires time, trust, and consistent effort.
Engage bartenders and buyers. Whether you’re working with a distributor or selling directly, tastings, training, and marketing materials are essential. If you have a distillery or visitor space, use it to create memorable trade experiences.
Provide sales support. Branded cocktail menus, exclusive activations, or custom glassware can help venues showcase your product in creative ways.
Be reliable. Deliver on your promises, ensure a steady supply (important!), and maintain open communication. Consistency builds trust, which is key to long-term success.
Wholesale is often the slowest part of your strategy but can deliver significant growth over time. Focus on venues that align with your brand values—you’ll soon see how a handful of key accounts can drive the majority of your sales.
5. Build Your DTC Channel
DTC offers an incredible opportunity to connect directly with customers, increase margins, and gather valuable insights.
Optimise your online store. Make it mobile-friendly, visually appealing, and easy to navigate. Offer bundles, limited-edition releases, and subscriptions to encourage repeat purchases.
Leverage data. Platforms like Shopify and Klaviyo can help you track customer preferences and refine your marketing efforts. Share these insights with your wholesale partners to strengthen those relationships too.
Offer exclusives. Give DTC customers something they can’t get anywhere else—early access to new releases, loyalty rewards, or personalised recommendations.
Subscription models, like curated cocktail kits or seasonal bundles, can be especially effective for spirits brands.
6. Start Small, Then Scale
You don’t need to do everything at once. A phased approach lets you refine your strategy as you grow:
Phase 1: Perfect your product and pricing. Gather feedback from trade professionals and early adopters to fine-tune your offering.
Phase 2: Activate your strategy. Launch trade activations, run DTC campaigns, and build momentum through e-commerce while establishing wholesale relationships.
This approach prevents overstretching your resources and lays a solid foundation for sustainable growth.
7. Stay Ahead of Consumer Trends
The spirits market is evolving rapidly. Premium, sustainable, and low-alcohol options are more than trends—they’re shaping the future.
Explore non-alcoholic options. Diversify your range with spirit-free alternatives or mixers to attract new audiences.
Collaborate with bartenders. Highlight how your product shines in modern, creative cocktails. Unique flavour pairings or sustainability-focused garnishes can help you stand out.
Bringing It All Together
Launching a spirits brand requires a thoughtful, balanced approach. Align your wholesale and DTC strategies, craft a compelling story, and stay attuned to consumer trends to set your brand up for success.
From consulting with spirit brands to launching new products, I’ve seen how the right strategy can elevate even the smallest producer. Take the time to refine your approach and remember—building a brand is a marathon, not a sprint.
Ready to launch your small-batch spirit with impact? Drop me a line in the form below, and let’s chat.