The world of alcohol marketing is often dominated by global giants like Diageo, Anheuser-Busch, and Heineken, whose vast advertising budgets and ubiquitous campaigns can overshadow smaller players. These titans of the alcohol industry have the financial clout to shape the cultural narrative around alcohol consumption, pushing their products into every corner of the globe. But in the shadows of these corporate behemoths, there are small, agile brands that are rewriting the playbook of alcohol PR. By using creativity, community, and a deep understanding of their target audience, these brands have demonstrated that even in a crowded, competitive market, a fresh approach to public relations can make all the difference.
In this op-ed, we’ll look at two small alcohol brands that have turned innovative public relations strategies into powerful tools for growth and brand loyalty: DogHouse Brewery and Empathy Wines. These companies, though relatively small compared to their global counterparts, have made a significant impact through their smart, values-driven PR campaigns. Their success not only proves that size doesn’t matter when it comes to making a lasting impression but also offers valuable lessons for emerging brands in any industry.
DogHouse Brewery: Brewing a Community Around Craft Beer
DogHouse Brewery, an Ohio-based craft beer brand, is a testament to the power of niche marketing, storytelling, and community engagement. Founded in 2017 by a group of craft beer enthusiasts, DogHouse Brewery began as a small, local brewery but has since earned national recognition for its innovative beer flavors and standout PR campaigns.
What makes DogHouse Brewery particularly successful is its ability to connect with a specific audience: craft beer lovers who value quality, authenticity, and fun. While many larger alcohol brands rely on mass-market advertising that speaks to a broad demographic, DogHouse Brewery’s PR efforts are deeply rooted in its community and its unique personality. In an industry where brand identity can be blurry, DogHouse Brewery has made sure that its PR efforts emphasize everything that sets the brand apart.
Crafting a Memorable Story with the “Beer in Your Room” Campaign
One of DogHouse Brewery’s most successful PR campaigns was its “Beer in Your Room” initiative. In the midst of the COVID-19 pandemic, when most of the world was in lockdown, the brewery tapped into the growing demand for experiential marketing in virtual spaces. The campaign revolved around delivering curated beer experiences directly to people’s homes, making the act of drinking beer a more intimate, personalized experience. DogHouse Brewery collaborated with a handful of micro-influencers in the craft beer space to deliver exclusive beer tasting kits, each including limited-edition beers paired with specific food offerings, music playlists, and even virtual meet-ups with the brewers.
This strategy was not just about selling beer; it was about fostering a connection with the community of beer lovers who were stuck at home. By bringing the brewery experience into people’s homes, DogHouse Brewery created a sense of exclusivity and intimacy that larger beer brands simply couldn’t replicate. It wasn’t just about advertising the product; it was about immersing consumers in a shared experience—one that they could enjoy from the safety and comfort of their living rooms.
The campaign was a huge success. Not only did it create buzz on social media, but it also resulted in a significant uptick in online orders. Moreover, it helped to further solidify DogHouse Brewery’s brand as a friendly, community-centered, and innovative small business that knew how to pivot and adapt to difficult times.
Engaging with the Local Community: A Long-Term Strategy
Another pillar of DogHouse Brewery’s PR success is its relentless focus on local community engagement. Unlike larger corporations, which often struggle to develop authentic local connections, small brands like DogHouse Brewery have the luxury of being able to build meaningful, in-person relationships with their customers. DogHouse Brewery regularly hosts events, from brewery tours to pop-up beer gardens, allowing customers to see the process behind their favorite beers. These events are often coupled with charitable initiatives, such as local fundraisers or collaborations with local artists, creating a holistic sense of community.
One of their most notable community projects was the brewery’s partnership with local food banks during the pandemic, where it donated a portion of its profits to help feed those in need. This blend of philanthropy and grassroots marketing has earned the brand a reputation as a socially responsible and locally-minded company, which resonates strongly with today’s consumers, particularly Millennials and Gen Z, who prioritize brands that stand for something beyond just making a profit.
Through a combination of virtual campaigns, in-person engagement, and deep community ties, DogHouse Brewery has built a fiercely loyal following. In a world where consumers increasingly want to connect with the brands they support, DogHouse Brewery’s PR success is a masterclass in how to build a niche brand with an outsized impact.
Empathy Wines: Building a Brand Around Authenticity and Transparency
While DogHouse Brewery’s success story is one of community, Empathy Wines has taken a different approach, focusing on transparency, authenticity, and sustainability as core values in their public relations strategy. Founded in 2019 by entrepreneurs Gary Vaynerchuk and Jon Taffer, Empathy Wines set out to disrupt the wine industry by using a direct-to-consumer model and creating an inclusive, approachable wine experience. The brand’s PR strategy has been key in helping it stand out in a crowded market, particularly in how it effectively leverages digital platforms to engage with its audience.
Empathy Wines is a relatively small brand, but it has made a significant impact in a short amount of time thanks to its unique approach to storytelling and its commitment to transparency in the production process. Unlike many traditional wine brands, which are often shrouded in mystery or difficult to access, Empathy Wines has embraced openness, offering consumers a behind-the-scenes look at the winemaking process.
“Taste the Truth” Campaign: A Revolution in Transparency
One of the most striking PR moves by Empathy Wines was its “Taste the Truth” campaign, which centered around the idea of complete transparency in wine production. The wine industry has long been associated with complex jargon, hidden pricing, and often misleading marketing. Empathy Wines took a different approach by providing consumers with full transparency about where and how the wines were made, the costs involved, and the overall process behind each bottle.
The campaign was bold in its simplicity: instead of relying on traditional wine marketing tactics that often focus on prestige and exclusivity, Empathy Wines embraced the idea that great wine doesn’t need to be wrapped in mystery. The brand’s founders took to social media, posting videos that took viewers behind the scenes of their vineyards, showing them the farming practices used, and even discussing the financial realities of wine production.
This radical transparency helped Empathy Wines build trust with its audience, especially younger, socially conscious consumers who are increasingly skeptical of traditional advertising methods. The “Taste the Truth” campaign invited consumers to challenge the status quo of the wine industry and consider wine not just as a luxury but as an everyday indulgence that everyone could enjoy—whether they were wine connoisseurs or casual drinkers.
The Power of Influencer Partnerships
Like DogHouse Brewery, Empathy Wines also recognized the power of influencers in today’s marketing landscape. But rather than simply working with wine critics or lifestyle influencers, Empathy Wines partnered with a diverse range of content creators, from social media personalities to food bloggers. This helped to position Empathy Wines not just as a brand for wine enthusiasts, but as a brand for everyone who enjoys good food, good company, and a glass of wine.
The brand also leveraged Gary Vaynerchuk’s own personal influence to promote the wines. Known for his expertise in digital marketing and social media, Vaynerchuk used his platform to share his passion for Empathy Wines, creating a direct line of communication between the brand and its potential customers. This direct engagement helped the brand grow exponentially in its early years, proving that authenticity and transparency—combined with a bit of influencer power—could propel a small wine brand into the spotlight.
Emphasizing Sustainability: The Eco-Conscious Wine
In addition to transparency, Empathy Wines also emphasizes sustainability as a core part of its brand identity. From its packaging choices to its commitment to sustainable farming practices, the brand’s focus on eco-consciousness aligns perfectly with the values of its target audience. This focus on sustainability has become a major part of the brand’s PR narrative, especially as more and more consumers make purchasing decisions based on environmental considerations.
In a competitive market like wine, where many brands rely on historical prestige or complex taste profiles, Empathy Wines has succeeded by focusing on the bigger picture—creating a product that is both environmentally responsible and consumer-friendly. Through clever PR strategies that highlight these values, the brand has managed to differentiate itself from more traditional wine labels.
The Power of Small Brands: Why PR Matters
Both DogHouse Brewery and Empathy Wines have demonstrated that even small alcohol brands can punch above their weight in the PR space. Their success stories show that when it comes to marketing, size isn’t always an advantage. In fact, smaller brands often have the flexibility to take risks, push boundaries, and experiment in ways that larger companies can’t. By focusing on authenticity, community, and transparency, both of these brands have managed to carve out a loyal customer base that feels personally connected to the brand.
The PR strategies employed by DogHouse Brewery and Empathy Wines are rooted in deep understanding of their target audiences and an acute awareness of current consumer values. In a world where consumers are increasingly drawn to brands with clear values and compelling stories, these small alcohol brands have found ways to connect with their audiences in ways that go beyond just selling a product—they’ve created experiences, fostered community, and emphasized transparency. These are lessons that any small brand, in any industry, can apply to their own PR strategy.
As the alcohol market continues to evolve, smaller brands that invest in building authentic, community-driven relationships will continue to stand out. Whether it’s a local brewery or a boutique wine label, the future of alcohol PR belongs to those who understand the power of storytelling, community engagement, and social responsibility.
