I keep seeing alcohol brand names that feel almost too specific. So specific that they stop feeling like brands and start feeling like instructions.
Drink Me NOW
In this week’s #tellthetruths video, I dig into the rise of hyper-specific alcohol naming, why High Noon pulls it off, and whether “drink me now” is really a strategy with staying power.
This video originally appeared in LinkedIn.
If you enjoyed this video, also check out:
Why White Claw Is Better Than Zima
I’m Not The Target. And That’s The Point
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue Aad today, I want to talk about this crazy naming trend of hyper-specific alcohol names. So my friend Jonathan brought it to my attention. By the way, anybody wants to send me names you love, names you hate, naming trends you’re observing, bring it! I love this!
So, Jonathan noticed this and I think he was dead on that this is like, what the heck is going on here? We have to talk about it! So, I have a feeling that this trend started with High Noon, which I think is maybe like an alcoholic seltzer. It’s a great name. It’s been a very, very successful launch and it is a specific day part, but I think High Noon is enough of an idiom that it’s not limiting to a specific day part. I think High Noon is a great name. I think all these other names, not so much.
So wait until you hear them. These are all real. Pizza Wine, Garage Beer, Tailgate Pack, Friday Beer, Happy Thursday. I’m not saying that I need my alcoholic beverages to be, you know, poetic, but I think, I don’t know, I think I do need more poetry than that. That’s like drink me NOW. I have a feeling that this is a play that helps them get retail distribution maybe. You know, “Yeah, Mr. Retailer, but you don’t have a Thursday Beer!” But does it feel like any sort of brand building move with legs? That’s what I think. Let me know what you think. Thanks. Bye!
