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Spirited Marketing launches US incubator programme
European drinks agency Spirited Marketing has announced the launch of its US-focused incubator programme.
Spirited Marketing has acknowledged the need for new growth opportunities for brands, and has identified potential across the Atlantic for UK brands.
In a CGA & Duppy Share Kindred Spirits survey in June 2024, more than 51% of members of the drinks group Kindred Spirits stated that their focus for the next 12 months will be their export business.
The incubator business is built to address the need for full-strength and low-alcohol brands to expand and thrive in the highly competitive US market, opening doors to new consumers and long-term success.
The new initiative is led by Kate Harrison, CEO and founder of Spirited Marketing, who is said to have been instrumental in the growth of numerous European drinks brands, and US-based Diana Mora, chief strategy officer and partner.
Together, Harrison and Mora are ‘answering the call’ for UK brands that need to drive measurable growth. With direct-to-consumer (DTC) shipping available in 47 states across the US, the potential reach is more than 95% of the population.
Harrison said: “With US regulations shifting in favour of international spirits, the opportunity for UK brands is huge.
“We’ve built the framework not only to seize it but to lead the charge. As the three-tier system has been in place for so long (since Prohibition), we are working with importers and retailers in order to sell directly to the consumer.”
Mora is a global marketing expert specialising in start-ups and culture marketing, with recent experience in New York, New Jersey, Los Angeles, Florida, and Texas.
Mora stated: “This isn’t just about entering the US market. It’s about unlocking the full potential of UK brands looking to increase revenue and secure their future, ensuring they resonate with US consumers in meaningful, authentic ways, driving real growth.”
Spirited Marketing’s incubator is specifically designed to help UK brands unlock growth potential and break into the US market through detailed digital DTC strategies created to drive relevancy with the consumer.
The company’s approach ensures early momentum and a cost-effective path to scale, setting brands up for retail expansion when ‘the time is right’.
Harrison concluded: “What sets Spirited Marketing apart is the precision and focus we bring to each brand’s US entry.
“By limiting the number of cohorts in our incubator, we provide a tailored, high-touch experience for each brand. This ensures that every partner receives the attention, guidance, and strategy needed for a seamless and successful expansion. Backed by decades of expertise, we don’t just open the door to the US market, we help brands thrive in it.”
Harrison has previously worked on various brands in the US market, including Black Cow Vodka, Cotswolds Distillery, Bloom, Opihr, and Greenall’s Gins, which are part of the Quintessential Brands Group. Mora has worked on drinks brands, including Vitaminwater, Vitacoco, and DeLeon Tequila.
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