Maintaining authenticity and being genuine are two of the things that businesses are told are important. But how do drinks' brands manage this when they grow and scale? Is it possible to succeed in both growth and authenticity? 

Over the years, many brands have grown but then lost their way, lost their identity. Back in the 90’s Boddingtons was a firm favourite with a clear identity, embracing its Manchester roots and with award winning advertising. Yet it wasn’t maintained. Brewing moved out of the city and the then owners tried to live off their previous success.   

In contrast, Guinness has maintained its relevance. Its advertising has adapted to changing consumer attitudes whilst always remaining true to the brand AND instantly recognisable.  

Brewdog is another brand that has had phenomenal success, yet, is still considered by many punters as a ‘craft beer.’ They have continued to adapt their offer, with new and special editions, keeping the brand fresh. It suggests a willingness to experiment, to try new flavours and not just stick to the safety of the original recipe. They’ve aligned themselves with consumers and how they explore the category, staying true to their roots but continually adapting and evolving.  

Why are some brands able to adapt and maintain authenticity and relevance, whilst others stagnate? Is it a case of resting on their laurels? Trying to live off their previous successes? Or can success stifle a brand’s willingness to adapt? Does it feel too risky? Do brands only realise too late? 

Whether you’re an alcohol brand, mixer or soft drink you need to be brave enough to adapt, and maintain relevance. Consumers aren’t static and neither should brands be.