From Craft to Commercial: Positioning Across Market Tiers

From Craft to Commercial: Positioning Across Market Tiers

In the beverage world, “craft” used to mean small-batch, local, and artisanal. “Commercial” meant scale, distribution, and reach. But in 2025, the line between the two is blurrier—and more strategic—than ever. For brands, crossing the chasm from niche to mass isn’t just about production. It’s about positioning.

Whether you’re a distiller moving into grocery chains, a hard seltzer scaling beyond DTC, or a wine label expanding from boutique lists to national shelves, the question is the same: How do you grow without losing what made you special?

Why This Matters More Than Ever

Today’s consumer wants it all—authenticity, accessibility, and aesthetic appeal. They’re willing to pay more for products with a story, but they expect convenience too. A “craft” brand at scale isn’t a contradiction. It’s a competitive advantage—if positioned correctly.

Understanding the Tiers

• Craft Tier: Limited runs, premium pricing, local or regional footprint, founder visibility
• Emerging Tier: National buzz, DTC momentum, influencer traction, mid-level retail
• Commercial Tier: Wide distribution, pricing strategy, retail-first marketing, operational scale

Brands don’t need to live in just one tier—but they do need to manage how they speak to each audience.

The Pitfall of “Selling Out” Perception

Many brands lose their edge when they scale because they start sounding like everyone else. Generic messaging. Mass-market visuals. Canned founder stories. Consumers notice—and they disengage.

Instead, carry your origin story with you. Make sure it evolves, not vanishes.

Positioning Strategies That Work

• Emphasize Quality at Scale: “Still handcrafted, now nationwide.”
• Local Pride, Global Reach: “Born in Austin, raised by bartenders everywhere.”
• Founders Stay Present: Keep the voice and personality of the original team in your content—even on retail tags.
• Craft Credentials as Proof: Use medals, press quotes, and batch integrity to reassure loyalists.

Channel Customization

Speak differently at Whole Foods than you do at a liquor boutique. Tailor your POS materials, social ads, and influencer choices depending on the tier. But maintain brand consistency across all touchpoints.

Case Study: Scaling With Soul

One mezcal brand started with tastings at indie bars and farmer’s markets. When they entered national distribution, they didn’t drop their storytelling. Instead, they launched a “field to fire” digital series on agave sustainability, added QR codes to bottles for production transparency, and created exclusive small-batch runs for boutique partners. The result? Rapid growth without fanbase erosion.

PR Implications

Craft-to-commercial brands should pitch different angles to different media tiers:

• Trade press: Focus on distribution wins, retail partnerships, scaling strategy
• Lifestyle press: Highlight brand evolution, ingredient integrity, design innovation
• Local press: Reconnect with roots—profile the founder or production team

Final Thought

Scaling doesn’t have to mean selling out. When brands approach growth with clarity, consistency, and creativity, they don’t lose their craft—they expand its impact.

In 2025, smart brands aren’t choosing between craft and commercial. They’re learning to play both sides—beautifully.