Since stepping into the startup world in 2012, I’ve sat in on — and judged — countless beverage brand pitches. From kombucha startups to whiskey disruptors, I’ve seen the same pattern repeat itself like clockwork.

Every time, I hear the same opening line:
“What makes our beverage different is our flavors.”

And they’ll proudly hand me a can or bottle, saying, “Here — try it!”

It’s always the same.

Their entire business strategy is built around one thing: the assumption that if people just taste it, they’ll love it.

But here’s the problem: no startup can afford to give away enough free product to build a brand.


The Flavors Are Great — But Where’s the Strategy?

When I ask beverage founders about their marketing plan, they almost always circle back to the same point:
“We’re confident everyone’s going to love our flavor.”

That’s not a strategy — that’s hope marketing.

And while the beverage industry is overflowing with creativity when it comes to flavor innovation, it’s shockingly stagnant when it comes to marketing innovation.

Think about it…

Poppi didn’t explode because of a single flavor. They grew exponentially when they redesigned their packaging — when they shifted from beverage to brand experience.

Packaging wasn’t just functional. It became their communication tool. Their North Star.

But even then, they stopped one step short.

Because in all the beverage startups I’ve reviewed, I’ve yet to see a single one use Customer-Centric Marketing.


Breaking the Fourth Wall of the Beverage Industry

Let me ask you this…

When you think of “beer,” where do you picture people drinking it?
At a bar, a backyard BBQ, a tailgate, a game.

When you think of “vodka,” what do you see?
A party, a cocktail lounge, a night out.

And “whiskey”?
A cabin, a campfire, or an old-fashioned glass at a dimly lit bar.

Here’s the truth:
Your product already lives inside a story — your customer’s story.

But beverage companies never actually tell that story.

They sell lifestyle, but they don’t listen to the lives of the people who drink their product.


The Missed Opportunity — Right on the Can

Imagine this:
You grab a cold can from the cooler.
On the label, next to the logo, is a QR code that says: “Share your adventure.”

You scan it.

It opens a branded page where you can post a photo, a quick note, and your location.

Now, you’re part of something bigger — a global community of people sharing where and how they enjoy your drink.

Not paid influencers. Not brand ambassadors. Just real people, living their lives, and letting your brand travel with them.


From Packaging to Platform

That’s Customer-Centric Marketing.

Instead of using packaging as a billboard, use it as a bridge — a direct connection between your customer’s experience and your brand’s storytelling.

Add a QR code that invites customers to:
✓ Share where they’re drinking your product

✓ Submit their favorite recipe

✓ Post a memory or story about how your beverage fits into their moment


Then, feature those posts in your own digital magazine, on your website, or across your social media.

You’re not advertising anymore.

You’re amplifying your customers.


This Is What Breaking the 4th Wall Looks Like

TV shows and movies talk about “breaking the fourth wall” — when a character looks straight into the camera and acknowledges the audience.

That’s what beverage brands need to do.

Break the wall between brand and buyer.

Turn your packaging into a conversation. Make your customer the star of the story.

Because the truth is, customers don’t buy drinks — they buy moments.

They buy the feeling of the beach sunset, the clink of glasses with friends, the memory of the road trip where someone said, “grab a couple of those.”

When your brand becomes part of that narrative, you’ll never have to worry about being remembered.


The Real Flavor Is Connection

Every beverage startup I’ve met has passion. They’ve obsessed over ingredients, sourcing, and flavor balance.

But what they’re missing is connection.

Flavors don’t build loyalty — stories do.

Customer-Centric Marketing means creating systems where your customer naturally markets for you, because they’re genuinely part of your brand’s world.

So, if you own or market a beverage brand, ask yourself this:
“What if our can or bottle wasn’t just packaging… what if it was the key to our community?”


If you’re ready to explore that question — let’s talk.

Your next campaign might not need a celebrity or influencer.

You already have your best marketers — your customers.