(TDB) - The drinks industry is becoming increasingly crowded – a quick glance behind the bar in your local pub will tell you that, writes Gary Westlake.

Every brand is trying to shout something different – we’re older/newer/purer/more traditional/quirkier than our competitors. Drinks brands that hold people’s interest are the ones targeting knowledgeable, discerning consumers and listening to what they want.

The nirvana of booze branding is to create a product that will stand out from the crowd and one that consumers not only believe in but willingly want to be associated with. We’ve been working with drinks brands for almost 20 years, so read on for my top 10 ways to create a successful drinks brand.

10: Find your voice

Project your brand personality in every way you can – it’s just as important to get your tone of voice as well as your look right. A lot of the most successful drinks brands have their own unique voice: Hendrick’s Gin is peculiar and unusual; Johnnie Walker whisky consistently exudes confidence. These tonal cues are memorable and ownable, making them a powerful asset in creating an inimitable brand.