Are You Selling a Brand or Just Another Beer?
So a lil conversation on LinkedIn inspired my article this week, and it’s all about the power of going beyond being just a commodity.
So let’s start with, what’s the difference between a brand and a commodity?
Well my beer-loving buddy, in my mind, It’s the difference between standing out and blending in. Between commanding loyalty or competing purely on price.
What is a commodity?
A commodity doesn’t have a distinct identity. It’s interchangeable. It lacks unique associations, values, or symbols. In other words, it’s forgettable.
For example, beer—on its own—can just be a commodity. It’s functional, available, and serves its purpose. It competes purely on price or availability.
But what happens when you turn a commodity into a brand?
The Power of Brand Positioning
Let’s say you’re selling lemonade (a great example provided by the legend that is Ulli Appelbaum). As a commodity, it’s just… lemonade. But turn it into a lemonade cleanse, and you’ve got something else entirely:
You’ve reframed the benefit: it’s now about wellness, not just a drink.
You’ve added unique associations: quality, exclusivity, and health-consciousness.
You’ve elevated the price: because it’s no longer “just lemonade.”
This is brand positioning—taking something functional and making it meaningful, desirable, and memorable.
What Does This Mean for Your Brewery?
Ask yourself: Is your beer just another beer? Or are you offering a brand that people can connect with?
Here’s the difference:
A commodity brewery: focuses on volume, price, or basic availability.
A branded brewery: creates an experience, tells a story, and connects emotionally with its audience.
For example:
If your beer just sits on a shelf with no unique story or design, it’s interchangeable with every other can. But if your beer tells a story—of your brewery, your values, or your unique brewing process—it becomes a brand.
Review Your Beer. Review Your Brand.
Does your brewery offer:
Unique associations—symbols, values, or experiences that make you stand out?
A clear story—something your audience can connect with emotionally?
A reason to choose you over the competition, beyond just price?
If not, it’s time to reposition. Because in a crowded market, brand positioning isn’t just helpful—it’s essential.
Are you selling a brand—or just another beer?
