Introduction to the WCD - It’s all about the Brand

Martin Riley explains in this presentation the origins of the Worshipful Company of Distillers, a livery company founded in 1638 in the city of London. Livery companies were established in medieval times to teach the craft and trade of each sector.

Martin focuses on the importance of having a recognisable and distinctive brand in the spirit industry in the local, regional, or global markets. The power and influence of the brand will help consumers identify the product for its uniqueness, differentiate it from the rest and bring reassurance when purchasing the product.

To build a brand it is vital to have a clear point of difference and establish the basis of all communication and promotion around the product and the company with the independence of the size and relevance of the brand in the market.  

Martin’s presentation continues with the elements needed to establish a solid brand which involves clear communication and promotion about the why, the way, the price and the position to compete with other spirits brands. To bring to market a spirit brand, Martin recommends thinking of it as a person and creating a personality, a character around it, to help consumers relate to it and what is behind the label in each market where the brand has a presence. Martin shows and provides examples of different drinks worldwide and how they are brought to consumers depending on cultural differences.