Drygate is the UK's first experiential craft brewery, giving it a clear point of difference. It bucks convention in its story by overcoming adversity to become the first of its kind. The brand has a voice that expresses its values and personality through its spokespeople to tell its story, which has been well received by the press.

1. MHAIRI MACLEOD
Managing Director at LUX

2. 3 Ways To Kill Your Brand

3. 1. Have no clear point of
difference

5. THE FOLLOWING ARE NOT USPS
• “THE BEST” (NOT QUANTIFIED)
• “THE TASTIEST” (SUBJECTIVE)
• “JUST GREAT” (VAGUE)

6. STARTING POINTS FOR A STRONG
USP
• “THE FIRST”
• “THE OLDEST”
• “THE ONLY”

7. So WHAT makes Drygate
different?

8. Lots!

9. THE DRYGATE USP…
…THE UK’S FIRST EXPERIENTIAL CRAFT
BREWERY

13. 2. Doesn’t tell a story

14. GOOD STORIES…
…HAVE AN ELEMENT OF CONFLICT /
OVERCOME ADVERSITY / CHALLENGE
CONVENTION

15. GOOD STORIES…
…HAVE CHARACTERS PEOPLE
CARE ABOUT

16. GOOD STORIES…
…SHOW DON’T TELL

17. So HOW does Drygate tell its
story?

18. BUCKS CONVENTION

19. LIKEABLE CHARACTERS

20. SHOWS DOESN’T TELL

21. 3. Have no voice

22. BRAND VOICE…
…EXPRESSES THE VALUES OF THE
BRAND

23. BRAND VOICE…
…EXPRESSES THE PERSONALITY OF
THE BRAND

24. BRAND VOICE…
…IS ADOPTED BY THE BRAND & ITS
SPOKESPEOPLE TO TELL ITS STORY

25. So WHO tells the Drygate story?

26. DRYGATE’S SPOKESPEOPLE

27. How was the brand received by
the press?

29. Highlights
OTS /
OTH
11m people
globally
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£149,363.00
ROI
3,294%+