There was a time when being a non-alc brand was novel enough—you didn’t need to go the extra mile. Those days are gone.
Now, brands must be more thoughtful to last long-term. This means getting things right, but it also means avoiding some all-too-common mistakes. Here are the pitfalls we see time and time again, and how to sidestep them.
1. A Brand Name That’s Hard to Spell or Pronounce
Word of mouth is a powerful marketing tool, but if people struggle to spell, pronounce, or recall your brand name, they’re less likely to recommend it. A complicated name also hampers online search, reducing your discoverability.
There’s actually research that indicates that consumers prefer products with names that are easy to pronounce—a phenomenon known as the “fluency effect.” This preference can significantly influence purchasing decisions.
2. Leaning Too Much Into “Non-Alc”
Your product is more than just an alternative to alcohol. While highlighting its non-alcoholic nature is important, it shouldn’t define your entire identity. Consumers want to know what you are, not just what you aren’t.
As Seedlip founder Ben Branson explained in a Dry Atlas interview:
“If you’re building a brand and the ABV of your brand is a core part of your name or your packaging—dangerous red flags. I’d be starting to re-think that… The zero-focused brand identities, I don’t know how long they can last and where they can go.”
Instead of making “0.0% ABV” your brand’s headline, focus on taste, experience, and quality. Non-alcoholic should be a feature instead of a defining characteristic.
3. Not Getting Your Label Perfect on The First Try
Regulations for beverage labels vary by country and region, and failing to meet them can lead to costly revisions (or worse, legal issues). In the United States, the Food and Drug Administration (FDA) mandates that beverage labels include:
- Statement of identity (name of the beverage)
- Net quantity of contents
- Name and address of the manufacturer, packer, or distributor
- Ingredient list
- Nutrition labeling
- Allergen declarations
Ensuring your label meets all compliance standards before launching is vital. Getting it right from the start is much easier (and cheaper) than reprinting everything after a mistake is discovered.
4. Focusing on Formulation (At The Expense of Distribution)
Many brands invest heavily in perfecting their product but neglect the complexities of distribution. The beverage distribution landscape is characterized by unique challenges, including managing perishable products, navigating regulatory requirements, and addressing fluctuating consumer demands. Even the best products may never reach their intended audience without a robust distribution strategy!
5. Launching Without Understanding Shipping Costs
Shipping can be one of the most expensive aspects of your business, yet many brands overlook this when pricing their products. For example, beverage companies spend, on average, about 5.5% of their total revenue on transportation costs. Understanding and negotiating competitive shipping rates early can save you substantial amounts in the long run.
6. Thinking The Job is Done Once You’re On Shelves
Getting stocked in a major retailer is a significant milestone, but the real challenge is driving sell-through. If your product doesn’t move, retailers won’t reorder, and consumers won’t develop brand loyalty. This is where marketing and brand storytelling come in. The most successful non-alc brands continually invest in strategic partnerships, media exposure, and education to create consumer pull.
For example, Dry Atlas connects brands with a highly-engaged audience that actively seeks out the best in non-alcoholic beverages. Through our content, we help introduce products to the right consumers—those who aren’t just browsing but are looking for what’s next in the space.
If your brand isn’t actively building brand awareness, you risk being just another bottle on the shelf. A combination of online and offline promotion drives trial and repeat purchases, ensuring your product doesn’t just sit—it sells.
