The Power of the Serve 3.0
The Commercial Weapon for Drinks Brands
The drinks industry is in a period of rapid transformation. From functional beverages and premium non-alcoholic options to hybrid spirits and culturally driven aperitifs, consumers are reshaping what relevance looks like across every drinks category.
New brands are launching at speed. Established players are innovating faster than ever. Yet only a handful truly cut through.
In this WonderNETwork webinar, we ask: what does it really take to launch a new drinks brand that lands commercially, culturally and creatively in today’s market? We’ve been here before. Twice. And every time we return to the power of the serve, the conversation gets richer, because the world the serve exists in keeps shifting.
The mechanics of a great serve haven’t changed. What has changed is everything around it.
Economic pressure is reshaping how consumers spend. Cultural fragmentation means the days of broad, mass-reach moments are fading. Consumers are more intentional, more selective and more emotionally driven in how they choose to spend their time and money. Drinking habits are shifting too, with people drinking less, drinking differently and expecting more from the moments they do choose to spend on a drink.
At the same time, the on-trade is under scrutiny. Advocacy and trade education budgets are being cut. RTDs and at-home channels have changed the traditional route to discovery. And brands are increasingly asking a question that would have felt uncomfortable not long ago.
What we’ll cover in the WonderNETwork webinar
The brands that succeed are those that build with intent from day one. As a drinks marketing agency, we see a consistent pattern across launches that scale successfully.
They start with clear insight. They define a strong brand world. They understand their route to market early and align every touchpoint, from packaging to digital to in venue brand activation.
Most importantly, they balance creativity with commercial clarity. Pricing, margins and channel strategy are not afterthoughts. They are built into the foundation of the brand.
Our GuESTS include:
Our Host:
Shervene Blackburn - Global Director of Advocacy and Experience
Bacardi
Our Speakers
Franck Dedieu - Global Brand Ambassador, St-Germain, Speaker
Emma Murphy - Co-Founder and Creative Director
Mirror Margarita & Hacha
Dominic Stancombe - Creative Strategist
Wonderworks
Tom Kerr - Director
Soho Farmhouse
Together, they offer a 360 view on the power of the serve.
Whether you’re a brand questioning where to invest your serve strategy, an operator thinking about how to build more commercially powerful menus, or a founder looking to take your serve from bar to bottle, this session is for you.
Join the WonderNETwork Webinar
The Power of The Serve 3.0 - The Commercial Weapon for Drinks Brands, is open for registration now.
Join founders, innovators and industry leaders for a practical session on how to build drinks brands that cut through.
We hope to see you there!