Stirring Spirits: how Emotional Marketing can create lasting brand loyalty

This meme has been doing the rounds, and for good reason - it’s a reminder to marketers that our goal is to stir emotions to drive action. But does this approach work for every product? Some industries may seem more naturally suited to emotional marketing than others. Take the drinks and spirits sector, for example. At first glance, it might not seem like an obvious candidate for evoking deep emotion. How can a bottle of gin, vodka, or whiskey inspire deep enough emotion to not only prompt a purchase but keep customers coming back, turning them into lifelong brand loyalists? With the right messaging, it’s entirely possible. Let’s take a look.

1. Storytelling: Heritage and Craftsmanship

Spirits often have rich histories or distinct production processes that can be woven into compelling stories. By highlighting the craft, origin, and people behind the product, brands can appeal to the buyer’s appreciation of tradition and authenticity. The emotional connection comes from the feeling of being part of something genuine and historic.

Image courtesy of Hayman Distillers

Campaign: Hayman's Gin – "Original Gin"

Hayman’s "Original Gin" campaign leaned into the brand’s deep heritage, dating back to 1863 when the great-great-grandfather of the current caretakers pioneered the London Dry Gin style. By focusing on the craftsmanship behind their gin, made from a family recipe passed down through generations, Hayman’s emphasised its authenticity and tradition. The tagline, “We’re not any old Tom, Gordon or Hendrick,” positioned the brand as distinct from other gins by highlighting its original status in the London Dry category.

2. Lifestyle and Identity

‘High end’ spirits are aspirational products, signalling a certain lifestyle or identity. When someone purchases a premium gin, vodka, or rum, they aren’t just buying a drink — they are buying into the lifestyle and the values associated with that brand. This might evoke feelings of sophistication, exclusivity, or adventure.

Campaign: Grey Goose – "Fly Beyond"

Back in 2016, Grey Goose vodka positioned itself as a symbol of luxury and aspiration with its "Fly Beyond" campaign. It elevated the idea of vodka as more than just a spirit, portraying it as a choice for those living extraordinary lives. By aligning itself with elegance, high society, and refinement, Grey Goose made the bottle part of an exclusive identity.

3. Celebrations and Social Connections

Spirits and social occasions go together like Nutella and, well, anything, whether it’s a wedding, catching up with friends, or unwinding after a long day. By positioning the brand as part of these meaningful moments, you can evoke feelings of joy, togetherness, and relaxation.

Campaign: Johnnie Walker – "Keep Walking"

Johnnie Walker’s "Keep Walking" campaign emphasizes celebrating personal journeys and milestones. It showcases diverse groups coming together for significant moments, positioning the whiskey as a companion in life’s celebrations. By linking their brand to shared experiences, Johnnie Walker fosters an emotional bond with consumers, inviting them to include it in their own memorable occasions.

4. Nostalgia and Memory Associations

Many of us associate specific drinks with memories — a night out with friends, a holiday, or a special celebration. By evoking nostalgia, brands can connect their product with the warmth of these cherished memories and experiences.

Campaign: Jack Daniel’s – "Old No. 7: Lynchburg Memories"

Jack Daniel’s has consistently leveraged its rich heritage and small-town roots with campaigns like "Lynchburg Memories." The brand taps into nostalgia by evoking the timelessness of Lynchburg, Tennessee, where the distillery has stood since 1866. The campaign focuses on stories of tradition, craftsmanship, and slow living, reminding people of a simpler time when things were handmade and communities were tight-knit. Jack Daniel’s bottles become symbolic of continuity, tradition, and the comfort of old-fashioned American values.

5. Ritual and Exclusivity

The ritual of preparing or enjoying a drink can be a deeply personal and emotional experience. Whether it's the satisfying process of crafting a perfectly balanced cocktail or the anticipation of sipping a special blend, brands that highlight these rituals can create a sense of connection and anticipation. Limited-edition products further enhance this by adding an element of exclusivity — owning or tasting something rare heightens the emotional value. Consumers feel they are part of something unique, a select few who have access to a one-of-a-kind experience.

Campaign: Campari – "The Ritual of the Negroni"

Campari’s campaigns often highlight the ritualistic process of making the perfect Negroni, a cocktail that has become synonymous with sophistication and Italian culture. The "Ritual of the Negroni" campaign focuses on the precise steps, from measuring the Campari to stirring with care, and emphasises the craftsmanship behind this timeless cocktail. Campari elevates the act of making a Negroni from a simple task to an art form, inviting consumers to engage in this ritual at home where the process of creating the drink is as enjoyable as the drink itself.

6. Sensory Appeal

Spirits are a product that engage multiple senses — taste, smell, sight and even sound - isn’t there just something so inviting about the sound of ice cubes clinking into a glass followed by a splash of sparkling mixer? Marketing that highlights the sensory pleasures of drinking a spirit — the smoothness, the aroma, the colour — can evoke emotional responses tied to indulgence, luxury, and pleasure.

Campaign: Maker’s Mark – "Whisky and Fireplace Moments"

Maker’s Mark captures the rich, smooth taste of its bourbon by pairing it with imagery of cozy fireside moments in its "Whisky and Fireplace Moments" campaign. The ads featured warm, inviting settings - plush leather chairs, soft lighting, and the crackle of a fireplace, alongside a glass of Maker’s Mark, highlighting the sensory indulgence of sipping bourbon in a relaxed, intimate setting. The campaign tapped into the comfort and relaxation that comes from savouring a quality drink, making it the perfect companion for unwinding after a long day.

7. Connection to Causes and Values

Consumers today are more conscious than ever about the values behind the brands they support. Spirits brands can forge strong emotional connections by aligning their product with causes like sustainability, environmental stewardship, and social responsibility. By tapping into the desire to make a positive impact, brands can evoke emotions that go beyond taste, turning their products into symbols of shared values.

Images courtesy of Respirited

Campaign: Respirited Vodka – "Paddle & Pick"

Respirited Vodka is a shining example of how a brand can align its product with both environmental activism and sustainable innovation. Their "Paddle & Pick" campaign encourages consumers to actively participate in paddle boarding initiatives that clean up London’s waterways, restoring ecosystems while creating a sense of community. But the commitment doesn’t stop there. As a B Corp certified business, Respirited has pioneered a zero-waste approach to spirit production, using surplus grain spirit to create their sustainable British vodka. Their eco-conscious methods include distilling with green energy and packaging their vodka in 100% recycled glass and compostable materials, ensuring that nothing goes to waste. By blending environmental activism with an innovative approach to sustainability, Respirited taps into consumers’ values, making every sip feel like a contribution to the planet’s well-being.

8. Personalisation and Ownership

Offering consumers a chance to personalise their experience with a drink — whether through customised bottles, personal serving rituals, or brand experiences — fosters a sense of ownership and emotional attachment.

Campaign: Absolut Vodka – "Absolut You"

Absolut allowed customers to design their own bottles in the "Absolut You" campaign, creating a sense of personal ownership over the product. This campaign encouraged consumers to view the bottle as a reflection of their own identity, fostering a deeper connection to the brand.

Final Thoughts…

By weaving these emotional threads into marketing strategies, drinks and spirits brands can evoke far more than just thirst. They tap into consumers' desires for connection, identity, experiences, and values. The key is making the drink part of the bigger story the consumer wants to tell about themselves. When a brand does that successfully, buying the product becomes less about the spirit itself and more about the emotion and meaning behind it.

Don’t just sell the drink. Sell the story, the lifestyle, the values. You might just turn that person into a customer for life.

Ready to Elevate Your Brand? 

If you’re a drinks or spirits brand looking to tap into the power of emotional marketing through effective Meta Ads strategies, let’s connect. With over 15 years of experience in the food and beverage industry, I can help you craft campaigns that not only drive sales but also build lasting connections with your audience.