Earlier this month, our Antwerp studio opened its doors for a live event exploring a category that’s evolving fast and getting louder by the day: beverages.

From the slow fade of ‘big beer’ to the explosion of celebrity spirits, and influencer-led brands, the landscape is more crowded and complex than ever. The big question: how do you build a brand that actually stands out?

Our brand strategists Thomas Vanden Abeele and Diana Goderich unpacked what it takes to cut through the noise today. Their session dug into why brand clarity matters more than ever, how sharp positioning can make or break your impact, and where to find creativity in an industry driven by both heritage and hype.

It’s not about chasing trends, but about identifying the cultural cues and strategic decisions that help brands stay relevant in a shifting market. From challengers to legacy names, everyone’s feeling the pressure. But where there's pressure, there's often opportunity. 

With a packed studio, cocktails (and mocktails), and real conversations between people who live and breathe this space, the event became exactly what we hoped it would: part inspiration, part connection, part open-floor exchange of ideas.

A huge thank you to everyone who came along, asked questions, shared stories, and stayed to chat over drinks. We’re always aiming to create space for better conversations around design, and this was one of our favourites yet.

Missed the event? Click here to download our Branding Beverages e-book.