After manufacturing, producing and distributing a new beverage, marketing it is the next step and it’s one of the most important ones. Developing a successful marketing campaign around the product is absolutely crucial in its success. To succeed in the beverage industry, a highly competitive and mature market, a new product must differentiate itself enough from its competitors and attract the consumer’s attention. This is accomplished by having a carefully planned marketing strategy that has the product at the center.

Darin Ezra, a beverage specialist at Power Brands Consulting, stated that the most important aspect of marketing a new product is defining its customer base. As some demographic groups react better to certain products (e.g. under 20s are more inclined to buy energy drinks, while female customers aged 16 to 35 will more likely buy a diet drink) it is very important to tailor the marketing campaign to the consumers that will most likely be interested in the new beverage. This will provide a better return on the money invested in marketing and it is very beneficial in creating a following. In order to achieve this, it is very important to know the demographic group that you are targeting. Details such as preferred ingredients, packaging, nutrients or flavors should be known before the development process started and the marketing campaign should only highlight these details to the prospective buyers.

The marketing campaign will ideally create a positive image that customers can associate with the product as early in the product’s life cycle as possible. There are several methods of doing these. Ranging from the traditional advertising methods (newspaper, magazines, TV, radio) to more current methods (internet advertising and a social media presence), the means are not as important, as long as the campaign manages to raise the brand’s public awareness. Ezra noted that in the beverage industry, augmenting a marketing campaign with promotional offers and in-stores promotion can prove to be a very effective method of launching a new product.

Ezra pointed out that companies should also have a marketing plan prepared for their business partners (e.g. retailers, distributors or brokers). This marketing campaign should have a more professional tone and the projected profit margin plays a very important role in these negotiations. The beverage specialist advises his clients to use incentivizing programs when dealing directly with retailers, such as promotions, coupons and guaranteed sales. When dealing with major distributors from the beverage industry, Ezra notes, it is important for a company to prove their product’s sale potential and the company’s commitment to it.

Darin Ezra is the CEO of Power Brands Consulting, a leading consulting company in the beverage industry with over a decade of experience and more than 500 new beverages developed. Transforming client’s ideas for a new beverage into actual products, the company has a vast experience in creating successful marketing campaigns. The company has a vast network of industry connections and clients, regardless of their experience, found them very useful in development.