Give me a 'wee dram' of Great Southern Whiskey.

With at least two new whiskey labels launching in the Great Southern region in the coming months, it might be tempting to focus solely on capturing the local market.

However, restricting your product launch to just the local market (such as Denmark and Albany) won't generate the 'buzz' or return on investment needed to justify the production costs. Therefore, it's essential to broaden your reach and invest in a marketing and sales strategy that builds both national and international excitement.

So, whether it's for the whiskey labels themselves or another product, here are some strategies to consider for a successful product launch in both local and global markets.

It certainly requires a multi-faceted approach tailored to each local and global audience while maintaining a cohesive brand identity.

Here’s how you can deploy strategies to cover both markets effectively:

1. Develop a Comprehensive Brand and Product Strategy

Local Market:

• Storytelling: Emphasise the local origins from the region and its Great Southern craftsmanship, and unique Denmark aspects of your whiskey that resonate with regional consumers. Highlight local ingredients, traditions, or any connection to the local community.

• Local Partnerships: Collaborate with local town bars, restaurants, and liquor stores to gain initial traction through premium experiences and build local credibility. Organise tasting events or exclusive launch parties.

• Community Engagement: Participate in Great Southern food events, festivals, or fairs to increase visibility. Sponsor local events or charity functions to build goodwill and community ties.

Global Market:

• Brand Positioning: Establish a strong, consistent global brand image that conveys the quality and uniqueness of a Great Southern whiskey. Tailor your messaging to resonate with diverse cultural values while maintaining a unified brand story. Remember the ‘echoverse’ (see that blog here).

• Market Research: Conduct market research in key global regions that you want to enter to understand preferences and trends. Adapt your marketing strategy to fit regional tastes and consumer behaviours.

• Distribution Networks: This may sound basic, but if you do not want to only have a ‘direct-to-consumer’ model, develop relationships with international distributors, importers, and retailers. Consider partnerships with global liquor e-commerce platforms to reach international consumers directly.

2. Deploy Targeted Marketing Campaigns

Local Market:

• Digital and Traditional Media: Use local media channels, including Denmark Bulletin, Albany Advertiser (even The West) newspapers, Denmark FM radio, and community social media groups, to reach your audience. Create targeted ads and promotions that appeal to local consumers.

• Local Influencers: Collaborate with local influencers, bloggers, and whiskey enthusiasts who can create buzz and provide authentic reviews or endorsements. This requires a proper strategy, but if you read the research and case-studies, influencers with less following and who command minimal fees actually carry greater weight with consumers, as opposed to the local influencers with tens and hundreds of thousands of followers.

Global Market:

• Digital Marketing: Implement global digital marketing strategies, such as international SEO, multilingual websites, and global social media campaigns. Use targeted advertising on platforms popular in your key markets.

• Global Influencers: Collaborate with international influencers and whiskey critics to review your product and create global excitement. Leverage their wide reach to introduce your whiskey to diverse audiences. I remember the brand Flat-tummy-tea from Tasmania during my Venture Capital days. They paid Kim Kardashian around $175,000 to promote their tea product, and the return on that marketing spend was seen within 4 minutes.

3. Establish Effective Distribution Channels

Local Market:

• Local Retail and On-Premise Sales: Focus on placing your whiskey in Denmark and Albany based-liquor stores, bars, and restaurants. Create exclusive local promotions or limited-edition releases to drive interest and sales.

• Local E-commerce: Set up a local e-commerce platform or partner with existing online retailers to facilitate easy purchasing for local consumers. Pre-Covid, I co-owned an e-commerce liquor business. The direct-to-consumer model is a vital step in maximising your profit margins for the local sales strategy and removing distribution costs.

Global Market:

• International Distribution: Work with international distributors to navigate local regulations and get your whiskey into global markets. Ensure compliance with labelling and packaging requirements in each region.

• Global E-commerce: Utilise global e-commerce platforms and online marketplaces to reach international buyers. Offer international shipping options and adapt your website for different languages and currencies.

4. Focus on Quality and Brand Experience

Local Market:

• Customer Engagement: Build strong relationships with local customers through excellent service, personalised experiences, and responsiveness. Encourage feedback and adapt based on local preferences.

• Quality Assurance: Ensure consistent product quality to build trust and establish a positive reputation in the local market.

Global Market:

• Premium Positioning: Position your whiskey as a premium product on the global stage. Emphasise its unique qualities and craftsmanship to attract high-end consumers.

• Customer Experience: Provide exceptional customer service globally. Offer support in multiple languages and ensure a smooth purchase and delivery process.

5. Monitor and Adapt Strategies

Local Market:

• Track Performance: Monitor sales, customer feedback, and market trends to assess the effectiveness of your strategies. Make adjustments based on local market conditions and consumer preferences.

Global Market:

• Analyse Global Trends: Continuously analyse global market trends, competitor activities, and consumer feedback. Adapt your strategies to address emerging trends and changing consumer behaviours in different regions.

Benefits:

• Local Market: Building strong local connections and understanding regional preferences can create a loyal customer base and enhance your brand’s reputation.

• Global Market: Expanding into global markets can significantly increase your brand’s reach and revenue potential, allowing you to tap into diverse consumer bases.

These are broad strokes for what should be a very detailed strategy. And by having clear plans mapped out in these areas, you can effectively launch and position your whiskey label in both the local Great Southern and Western Australian markets, as well as global markets.

This approach, not only, will maximise your reach and impact, but it will create a strong and recognisable brand that celebrates the Great Southern region of Western Australia.

I truly wish these product launches and others every success!

Onwards and upwards,

TK