DRINKS BRANDS WITH PURPOSE

IN OUR FIRST WONDERNETWORK EVENT OF 2022, WE DISCUSSED THE ROLE OF PURPOSE DRIVEN BRANDS IN THE DRINKS INDUSTRY

As a creative agency specialising within the drinks industry, we’ve been fortunate enough to work with some incredibly successful brands; all of which have a clear ‘purpose’ – be it creating amazing tasting liquids, or to be the world’s most sustainable spirit. But with the concept of ‘Purpose Driven Brands’ becoming more and more mainstream we took a deep dive into what this really means for drinks brands.

According to ‘The 2020 Zeno Strength of Purpose’ research of 8,000 consumers over 8 countries, consumers are four to six times more likely to trust, buy, champion, and protect brands with a strong purpose. We see this clearly not only in the drinks space, but across the consumer sector from brands such as Patagonia to Tony’s Chocolonely who are at the forefront of striving for good.

However, to succeed as a purpose driven brand and cut through the noise is not easy, and there are some who are getting it very right and others whose approach didn’t quite work.

We drew on our excellent panel of speakers’ experience from brands large and small, as well as insight from on-trade and distribution, and discussed what brand purpose is, the distinction between brand purpose vs purpose driven, the different types of purpose, and why some brands maybe just should not claim one. We also examined the opportunities, challenges and considerations for drinks brands when it comes to their true purpose.

The session was hosted by our brilliant guest Hannah Rhodes, Founder of Hiver Beers, and one of the Sunday Times '35 under 35 women to watch'.

OUR PANEL OF SPEAKERS INCLUDEd

Marika van Santvoort
Founder of Pacha de Cacao, a 100% natural cacao juice with purpose at its core, Marika has devoted her entire career to working on sustainability in the cacao sector. A brand-new drink, Pacha is not only good for you and the planet, but also benefits the community that makes it.

Nick Gillett
As MD of premium spirits importer Mangrove Global, Nick is used to disrupting the drinks market. Choosing to work with spirits known for their innovation and sustainability credentials – those with true purpose – Nick is responsible for developing commercially viable, lasting, and impactful brands through a unique approach to brand building that puts relationships and integrity at its centre.

Calum Fraser
Brand Ambassador for Discarded Spirits Co, the zero-waste spirits brand on a mission to reverse needless waste in drinks, Calum is helping consumers discover how Discarded transforms rubbish into delicious spirits through imagination and innovation. He recently oversaw the ‘World’s Most Rubbish Bar’ at London Cocktail Week, helping people to drink better and waste less.

Jeany Cronk
After years of dreaming and scheming, Co-Founder of Maison Mirabeau, Jeany, moved to Provence on a mission to make world-class rosé. Twelve years later, Mirabeau is one of the UK’s most loved and best selling French rosé brands, with an ambition to balance People, Planet and Profit and become B Corp certified by the end of 2022.

We had a WONDERful time. If you missed it and you'd like to catch up, please see the video below.