In this episode, we had a deep-dive conversation with Courtney O'Brien, founder of The Outlier Initiative, a boutique branding consultancy serving beverage brands ready to break out of the mould.

She spent over 20 years at some of the biggest beverage companies in the world — think Coca-Cola, Danone, and Gallo — where she didn’t just market brands… she built category leaders. Now, she champions challenger beverage brands ready to stand out through strategic positioning, sharp storytelling, and a deeply human-centred approach.

Meet Courtney:

Courtney launched The Outlier Initiative after decades in corporate brand management, where she built her reputation as a go-to expert in brand positioning and cultural relevance. She discovered her "superpower" was guiding brands to self-actualise — helping them become the most compelling versions of themselves. Now, she brings that strategic clarity to start-ups and founders who want to disrupt without losing their soul.

Branding is Not Tactics:

One of the biggest misconceptions Courtney tackles? That branding equals marketing tactics. She emphasises the importance of developing a clear, compelling brand message before jumping into tools like TikTok, email, or influencer partnerships. Strategy should drive execution — not the other way around.

Big vs. Small: How Challenger Brands Can Win: Courtney reveals the strategic advantages small brands have over their larger counterparts:

1. Ability to move faster and take risks
2. High-touch, unscalable actions like direct customer feedback
3. Authentic founder stories that big brands can't replicate

The Foundational Process: Courtney walks us through her 3-phase approach:

1. Learning: Market and competitive landscape, consumer behaviours, and category perception
2. Positioning: Mapping the white space and defining emotional resonance
3. Messaging & Tactics: Crafting a consumer-first narrative before choosing any marketing channels

A Masterclass in Consumer Psychology:

Drawing on frameworks like StoryBrand, Courtney explains how to make your customer the hero. She stresses the need for brands to get crystal clear on the problem they solve — not just describe their product features.

Personal Branding for Founders:

The conversation naturally extends into personal branding. Courtney shares her journey applying her own brand-building process to herself after 15 years in the corporate world — and why every founder should do the same.

Want to learn more from Courtney?

Connect with Courtney O'Brien:

🔗 Website:⁠ theoutlierinitiative.com⁠

🔗 LinkedIn:⁠ ⁠https://www.linkedin.com/in/courtney-obrien/

Looking to elevate your brand and marketing strategy?

Join our Beverage Business Hub for exclusive tools, training, and resources designed to help beverage brands thrive in the digital space. From plug-and-play templates to strategy sessions, we’ve got you covered.

🔗 Learn more here:⁠ https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠

In this episode, we had an insightful conversation with Scout Driscoll, founder of Vint, a branding studio dedicated to the wine and spirits industry. With over 20 years of experience in design and branding, Scout has helped countless beverage brands craft compelling identities that resonate with their ideal customers.

Meet Scout:

After running a broader design agency for two decades, Scout saw the need for specialised branding in the wine and spirits sector—leading her to establish Vint. Her approach goes beyond just logos and visuals; she focuses on creating emotional connections that make brands memorable and marketable.

Branding as More Than Just a Logo:

Scout shares her perspective on branding as a strategic foundation, not just an aesthetic choice. She explains how a strong brand identity guides business decisions, aligns stakeholders, and helps wineries build lasting relationships with consumers.

Crafting a Brand That Stands Out:

With competition fiercer than ever, how can wine and beverage brands differentiate themselves? Scout breaks down key strategies, including:

• Defining a brand’s core emotional driver

• Understanding the ideal customer and their values

• Using a brand’s unique personality to create distinction beyond product details

  
  

Navigating a Saturated Market:

Chloe and Scout discuss the challenges of cutting through the noise in the beverage industry. Scout offers expert insights into how wineries can position themselves effectively by focusing on what makes them irreplaceable to their audience.

The Power of Mentorship & Community:

Entrepreneurship can be a lonely road, but Scout highlights the importance of small, high-quality networking groups and mentorship. She shares how these communities have played a pivotal role in her business success.

Want to learn more from Scout?

Connect with Scout Driscoll for expert insights on branding:

🔗 Vint Branding: https://www.vint.studio

🔗 LinkedIn: https://www.linkedin.com/in/scoutdriscoll

Ready to elevate your knowledge and execution in digital marketing?

Explore our⁠ ⁠Beverage Business Hub membership!⁠⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here:⁠ ⁠⁠⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠⁠.

🔗 Learn more here: https://crushatsocial.ac-page.com/beverage-business-hub-join-us

In this episode, we nerd out with Molly Bossardt, a Facebook Advertising Specialist known for delivering outstanding results for wine brands (like a jaw-dropping 10x return on ad spend!). With a Master's in Art Business and over nine years of marketing experience, Molly founded Bread & Butter Digital Marketing in 2020 to revolutionise winery marketing in Charlottesville, Virginia, and beyond.

Meet Molly:

Molly has blended academic expertise with practical experience to drive revenue through innovative marketing campaigns. She is acutely aware of the wine industry's hurdle: the imperative to allure younger demographics as older cohorts diminish.

Navigating the Digital Landscape:

Molly delves into her journey navigating Facebook and Instagram advertising for wine brands, shedding light on the platforms' ever-changing landscape. She explores current effective strategies amidst dynamic shifts and touches on the evolving role of AI in advertising.

Targeting and Creativity:

She delves into the importance of "creative" targeting in effectively captivating the "new consumer" on these platforms and how to leverage AI to keep ad costs down and converting better.

Digital Strategy for Wineries:

We scrutinise the role of advertising in wine brands' overarching digital strategy, clearly distinguishing between lead generation and direct sales objectives.

Budgeting and ROI:

We also delve into the pay-to-play dynamics of social media advertising, offering insights into establishing optimal ad budgets for wineries. Furthermore, she discusses differing agency viewpoints on ad spend, stressing the significance of customised strategies and measurable ROI.

Want to learn more from Molly?

Connect with Molly Bossard for further insights and resources.

🔗LinkedIn: https://www.linkedin.com/in/molly-bossardt-5a804859/

🔗Website: ⁠https://www.breadandbutterdigitalmarketing.com/

Free Facebook Ads Audit (valid May 2024): https://www.breadandbutterdigitalmarketing.com/free-meta-audit

Ready to elevate your knowledge and execution in digital marketing?

Explore our⁠ ⁠Beverage Business Hub membership!⁠⁠ Access exclusive tools and resources that drive traffic, revenue, sales, and more through online channels. Find what you need to thrive in the digital world, from courses to training, strategies, tactics, and plug-and-play templates. Learn more here:⁠ ⁠⁠https://crushatsocial.ac-page.com/beverage-business-hub-join-us⁠⁠.