78. Non-Alcoholic Beer Brands Are Just... Doing it Better??
NA beverages have the coolest branding and messaging, I want to talk about it!
A dream client to take photographs for? A non alcoholic beer brand, hands DOWN!!
(Oh yes, ICYMI when I’m not designing websites or writing copy, I take photos!)
There’s just something so COOL about what no alc (and low alc) beverage brands are doing with their branding, marketing, and messaging.
They are repositioning *drinking*. Creating genuinely delicious beverages. Making healthier choices easier. And doing it all with INCREDIBLE design and copywriting.
Why the recent focus on NA beverages?
Well, financial considerations for one, a desire for better well-being mentally and physically for another. Younger generations are all seeming to trend away from alcohol as well.
Actually, today, the low and non-alcoholic sector has exploded into a $13-billion-dollar global industry, with huge growth YOY. It’s no wonder branding and design is hitting all the right notes, there’s lots of competition sprouting up!
Beyond the competition of more and more NA options though, I think another reason the NA drink industry is really focusing on branding and messaging is that they want to stand out from, well, the alcohol option.
Fun design. Clever, eye-catching taglines. Beautiful campaigns and websites. All of it is to push back against this idea that zero booze means zero fun.
In a completely alcohol-obsessed culture, and as someone who gets a headache from one drink, I think these NA brands are doing inspiring work.
Let’s dive into some of the NA branding/messaging that I’m obsessed with and what we can learn from them:
Best Day Brewing
“Brewed for doers”
Okay this has to be one of my FAVORITE copy I found in my research. Not only does Best Day Brewing have stunning can designs and a fun, vintage, beach-inspired color palette, but they also have positioned their beers as ‘for the doers’ which I just love.
Doers could be referring to adventures like surfing early on the beach, hiking mountain tops, or those who are driven and want to accomplish big goals in their business and life.
You’ll see this trend come out in the other industry examples we’ll look at — non alc beverages are being positioned for everything alcohol LACKS. Namely, the ability to DO and ENJOY more without the hangover and health detriments.
Olé Mocktails
“Feel great about what you drink”
The mocktails from Olé are juicy, fresh, and not too sweet. Their marketing is very Summer-forward with a focus on taking these delicious sips along with you to the beach, mountain, or poolside.
The copy “feel great about what you drink” highlights another important part of the no alc experience which is how you FEEL when you’re drinking. With only 30 cals per can and made with whole ingredients, these mocktails are hitting their messaging mark through the product itself.
Tuesday Brewing
“Go on. Crack a Tuesday”
Okay this is my favorite NAME for a non alc beer brand by far. Tuesday is such a perfect name because it’s easy to say, catchy, and works as a unique messaging tool. I’ve even caught myself asking husband to “grab me a Tuesday from the fridge”.
I also really love their messaging: “Beer for the most productive day of the week,” which again, goes back to the Tuesdays name and highlights the way that this can be consumed anytime — even when you want to “get s#*t done”.
As far as product marketing and positioning, Tuesday infuses their beer with vitamin C & D, giving them a unique edge around the wellness angle of beverage branding, and adding value to their packaging design as well.
Iota, by Phillips Brewing
“Party all the time”
In direct opposition to Tuesday and Best Day Brewing, Iota beer by Phillips Brewing is taking the ‘party’ approach to the non alc space. Their branding is bold, quirky, funny, and a bit out there.
They create ads that show people bringing Iota to boring corporate events and the Iota beers creating a crazy office party. They also have a vintage ski suit that is branded and honestly, I really want one.
This branding and marketing is really smart. Instead of being the ‘adventure, get stuff done’ brand, Iota has positioned their NA beers as a party beverage. For those who are interested in dipping toes in non alc options, or want to still feel a part of the ‘party’ without the proof, Iota stands out in a big way.
Partake Brewing
“Craft quality, zero compromise”
The imagery styling and approach to visuals from Partake Brewing is EVERYTHING. The unique, modern photography style and the focus on creatives over adventurers is a smart angle to position Partake uniquely in the non alc market.
Partake also appears to be targeting a more feminine audience, with more stylized designs and featuring activities like run clubs, pickleball, mocktails on the patio, and glassware guides on their thriving Instagram.
Targeting women in their content is brilliant - especially with their delicate logo and their sparkling hop water product line - this brand stands out as accessible but still a more elegant option.
As you can tell, I’m a no/low-alc beverage branding superfan and I had SUCH a good time researching for this Substack edition! It’s such a rich space for marketing and messaging inspiration.
What I really love about industries that are focusing on positioning, messaging, and branding is you can tell how much they care about the consumers they serve. The communities they are creating and the stories they are a part of.
It’s the same kind of energy and care that I love to bring to my clients and their projects, and I get inspired to be better when I see companies stepping up and doing the work to build something beautiful, genuine, and community-driven.
🤠 What’s Cool…
Substack. I really love this platform as a place for reading, writing, and just getting away from the constant short-form content I see everywhere else.
I actually wrote an extended blog post about how to start a Substack, what it is, why I like it, and some insights on how I’d recommend using it.
If you’re looking for advice on long form content writing, have questions about how it fits with blog or email channels, or how it works for personal branding, give it a read!
📚 Currently Reading…
After a friend recommended it, I tore through Before We Were Yours in less than a week. What a DEVASTATING story but so beautifully told.
This historical novel tells the story of the Foss siblings, who live with their parents on a shantyboat on the Mississippi river in 1939. One night, they are taken by strangers to a Tennessee Children’s Home Society orphanage and their lives change forever.
Told in two perspectives, one in the past and one in the present, this story grabs you by the heart strings from the first few pages and refuses to let go. The most insane part of this book is that it is based on a real-life scandal that tore families apart but also led to the modernized perspective on adoption.
Highly recommend this book if you love history, dramas, and books about family.
🍊 Working On…
Here’s what’s going on at Belle White Creative HQ this week…
WEB DESIGNING: I’m in bigggg design mode over here on a big beautiful web project that I am just *loving* the direction of — it’s bringing me joy for sure.
Booking Up July & August: So much gratitude for a calendar that is filling up for the Summah (Q3!) with the loveliest projects and people that I get to serve.
Eating Mango/Coconut Muffins: Woahhh this flavour combo turned out good! Baked up some muffins with frozen mango I had in the freezer - they were 10/10.
TRYING to Work Outside: Key word is trying because these summer storms are coming in hot this week, driving me off my patio and back indoors.
Thank you so much for being here and chat next Wednesday,
xo — Belle