Above, you’ll find the Universe of Differentiation—a framework we developed at Decommoditized to guide you through the critical first steps of uncovering a true, meaningful differentiator for your brand.

But in this blog, I’m taking it a step further, drilling down into one of my favorite industries: Distilling. Now, coming from a tea-totaling non-drinker, you might wonder: “What would you know about distilling?” Well, nothing. But what I do know about is decommoditization and brand growth. You don’t need to be an expert in an industry to know how to sell that industry. So why would I choose distilling? Because in this industry, brand value is more often the key to greatness over the liquid in the bottle.

If you’re a distiller reading this, you know the feeling. Your distilling ability is masterful;  and as masterful as you are at crafting the perfect spirit, my mastery is in building a brand that makes your work un-ignorable. As you have spent you life reading, researching, and perfecting your skills as a distiller, I have done the same, but not with spirits.  What I’ve spent time distilling is the most potent knowledge to bring a brand from boring to brilliant/bold/breathtaking.

#1 DIFFERENTIATE VIA DEFINITIVES:

Budweiser’s self-proclaimed title, “The King of Beers”, is a masterclass in differentiation by definitives. In the ruthless world of beer marketing, where most brands scramble to be the coldest, the smoothest, or the hoppiest, Budweiser sidesteps the battle altogether by crowning itself as the undisputed monarch. There’s no argument, no debate—just a bold assertion of supremacy. This isn’t a tagline; it’s a declaration of dominance. By leveraging definitive language, Budweiser doesn’t just position itself as a great beer—it positions all other beers beneath it. You can have a craft beer, a microbrew, or a local specialty, but Budweiser isn’t playing in that field. It’s royalty.

This is a classic marketing supervillain move: a power play that forces the audience into a perception shift. Even if you don’t personally consider Budweiser “the king”, the very statement still plants a seed of authority. The word “king” carries weight; it suggests heritage, leadership, and an unshakable presence. It insinuates that everything and everyone is subservient to it. And even in a market flooded with competitors, this definitive claim grants Budweiser an air of tradition, trust, and omnipresence; an unspoken expectation that if there’s beer, there’s Bud. In short, while other brands fight for the throne, Budweiser skips the war and simply wears the crown.

#2 APPROACHABLE DISTINCTION

Proper No. Twelve’s message was simple: If it’s good enough for Conor, it’s good enough for you. More importantly, it eliminated the anxiety of ordering the “wrong” whiskey. Conor’s cool, Proper No. Twelve is cool, and by drinking it—you’re cool too.

By ditching traditional whiskey snobbery and embracing an attitude of boldness and camaraderie, Proper No. Twelve made whiskey approachable, aspirational, and effortlessly social—turning hesitant consumers into whiskey drinkers, one round at a time.

#3 EXCLUSIVITY & SCARCITY

Pappy Van Winkle is the gold standard in leveraging Exclusivity and Scarcity as a marketing strategy. In a world where whiskey brands flood the market with mass production and aggressive advertising, Pappy takes the opposite approach: it embraces rarity, mystique, and near-unattainability. The brand doesn’t just sell bourbon; it sells the privilege of owning a bottle. With an annual release of only a few thousand bottles, demand far exceeds supply, driving secondary market prices into the thousands and making Pappy more of a collector’s item than just a drink. This artificial scarcity creates an elite, almost mythical aura around the brand—one that fuels obsession among whiskey lovers, collectors, and even those who have never tasted it.

By limiting availability and refusing to chase mass-market appeal, Pappy Van Winkle has become a status symbol, not just a bourbon. The brand’s messaging leans into this, positioning Pappy as something to be earned, hunted, or even bestowed upon the lucky few rather than simply purchased. This plays directly into the psychology of desire—people always want what they can’t have. And in a world of instant gratification, Pappy Van Winkle remains untouchable, turning its exclusivity into the ultimate differentiator.

#4 PERSONIFY

Aviation Gin mastered the art of differentiation through personification by making the brand an extension of Ryan Reynolds himself. While most spirits rely on heritage, craftsmanship, or tradition, Aviation took a different route: it injected humor, wit, and self-awareness into the brand, mirroring Reynolds’ signature personality. From the moment he acquired a stake in the company, Reynolds didn’t just endorse Aviation Gin; he became its voice. Whether through irreverent ads, self-deprecating humor, or over-the-top “serious” marketing stunts, the brand adopted his persona, making Aviation feel more like a conversation with a friend than a corporate product.

This strategy worked because people don’t build relationships with products—they build them with personalities. By making Aviation an extension of Reynolds, the brand became more human, more engaging, and infinitely more memorable in a sea of traditional gin brands. Consumers weren’t just buying gin; they were buying into a story, a personality, and an attitude that felt fresh and relatable. In the end, Aviation Gin didn’t just sell a spirit—it sold a connection to a famous “friend”, proving that in a crowded market, a well-defined personality can be the ultimate differentiator.

#5 LIFESTYLE

While the wine industry is often steeped in tradition, prestige, and complex tasting notes, [yellow tail] threw all of that out the window. Instead of targeting wine connoisseurs, it positioned itself as the go-to choice for casual, everyday drinkers—people who wanted to enjoy a glass of wine without overthinking it. With its bright, playful packaging and easy-to-drink blends, [yellow tail] became more than a wine; it became a symbol of fun, spontaneity, and accessibility. It wasn’t about swirling, sniffing, and analyzing—it was about grabbing a bottle, gathering with friends, and enjoying the moment.

This approach turned [yellow tail] into a lifestyle brand rather than just another wine label. Instead of chasing the traditional prestige of French vineyards or high-end Napa wineries, it aligned itself with a more relaxed, no-rules-needed drinking culture. BTW, It is in fact from Australia. The messaging was clear: this isn’t wine for experts—it’s wine for everyone. By making wine feel approachable, social, and unpretentious, [yellow tail] carved out its own space in the market, proving that lifestyle branding isn’t just about selling a product—it’s about selling a feeling, a mindset, and a way of life.

#6 HERITAGE

Stoli Vodka masterfully leveraged heritage in its marketing by emphasizing authenticity over imitation. While many vodkas merely sound Russian, Stoli proudly declared, Stoli is Russian. This bold positioning set it apart from competitors who borrowed Slavic-sounding names to evoke credibility. By owning its origins and heritage, Stoli reinforced its brand as the genuine article—rooted in Russian tradition, crafted with expertise, and embodying an undeniable authenticity that resonated with consumers seeking the real deal.

Stay Tuned For Part 2!