As a drinks brand development agency, we know that brand education plays an important role in driving sales and brand equity. From masterclasses to cocktail competitions, education and advocacy programmes are becoming an essential part of building a brand that goes beyond creative advertising to get customers and consumers on-side.

We have outlined below our top takeaways to consider when building out an advocacy programme.

Get Online

Some of the big players in the industry such as Beam Suntory and Diageo have invested in advanced online advocacy platforms called The Blend and Diageo Bar Academy where their subscribers can access educational content and supportive career resources. This is a highly effective way to build loyalty amongst their brands without having to engage with a traditional sales pitch.

While newer brands to market may not have the resource or budget to create such state-of-the-art platforms, it is still important to make their advocacy programmes or educational activities known online. Simply keeping audiences up to date with website or social media updates. Digital activation is incremental to programme success.

Its not all about selling the brand

Its important not to underestimate the marketing opportunities that subconsciously arise with advocacy programme participants, just the simple acknowledgment that the brand is providing the experience or opportunity will build brand likability. So, while it is important to educate audiences on the brands story and unique selling points, it is also important not to oversell. Providing an education programme that the audience will get genuine benefit and learnings from is incredibly important. For example, Wonderworks attended a Woodford Reserve Photography Workshop back in 2021 during London Cocktail Week, where trade professionals were provided with a photography education where they could apply their learnings to the social media accounts of their bars or restaurants. Our key takeaway was that while Woodford Reserve were providing the experience, there was no brand education or information provided whatsoever. Instead, the experience provided the attendees with valuable skills to support their career, a selfless and creative strategy in building brand advocacy.

Bringing People Together

The drinks industry wouldn’t exist if it weren’t for the human need to socialise. Why do people drink? Because it’s an opportunity for people to relax and enjoy themselves amongst friends. Similarly with the hospitality industry, bartenders are highly social creatures, and the industry offers a sense of community. So, whether it be a trade or consumer brand education being hosted, it is key to consider how your education will encourage socialising and bringing people together.

 House of Suntory run a wonderful mentorship and development programme called Dojo which involves a series of workshops providing unique insights into the artistry, techniques, and culture of bartending in Japan. Wonderworks have had the pleasure of attending a number of these sessions and beyond the education this programme offers, it also brings like-minded industry professionals together. The programme involves several participant lunches, evening drinks and group tasks throughout the workshops, encouraging new friendships and stronger bonds within the community.

We could chat for days about brand activation examples that take an exemplary approach in the advocacy and education world, but these are just some of our thoughts. Education and advocacy strategies give brand activation meaning to trade and consumer audiences.

Don’t be afraid to get in touch with our brand strategy team to hear more or see how we can help your drink brands’ approach to advocacy and education.