How UK drinks SMEs can stand out in export

The UK drinks market has a lot to offer, known for its craft beers, traditional ciders, and premium gins and whiskies. However, SMEs looking to export globally face challenges. With stiff competition and cultural preferences to consider, it can be hard to know how to stand out. This is why at Cheers Global, we’ve put together a list of strategies for SME UK drinks businesses to differentiate themselves and succeed in international markets.

1. Emphasise your UK drinks brand story    

As the saying goes ‘people buy from people’, and consumers no longer just buy products – they buy stories and experiences. UK SME beverage companies can highlight their heritage, craftsmanship, and unique qualities to create a compelling narrative. For example:  

• Highlight history: If relevant to your business, emphasise how your products are rooted in regional traditions, such as a gin distilled using English botanicals or cider crafted from apples grown in Cornish orchards. 

• Share your journey: Tell the story of how your business began: whether it’s a family tradition, a passion for sustainability, or a desire to innovate. 

  
  

Authenticity is a significant selling point, particularly in markets where British culture and heritage are celebrated. 

2. Innovate with flavours and ingredients

To capture attention, offer something different. Experiment with new flavour combinations to create products that stand out. This is something that has proven to be popular with gins, ciders, and even beers. This can be done by: 

• Mixing local and exotic blends: Combine classic British flavours with international twists – like whisky infused with local honey or barrel aging. 

• Health-conscious options: In many markets there is now a demand for low-alcohol, alcohol-free, or functional drinks. Consider how your products can meet these needs. 

  
  

Differentiation through innovation can also help you meet niche market demands, such as organic, vegan, or gluten-free products. 

3. Prioritise sustainable practices 

Sustainability isn’t just a buzzword – if you are a sustainable brand, then highlighting this could be a game changer. Consider the following:  

• Eco-friendly packaging: Use recyclable, compostable, or reusable materials. Creative designs can make your brand more memorable while showcasing your commitment to the planet. 

• Ethical sourcing: Demonstrate that you source ingredients responsibly, supporting local farmers and minimising your carbon footprint. 

• Sustainable Operations: Show how your production methods and operations reduce environmental impact. For example, Adnams Brewery has introduced a closed-loop recovery system in their distillery to reduce water and energy consumption. They also use renewable energy, harvest rainwater to clean vehicles and flush toilets, and engage in community projects to make environmental responsibility a practical part of their business (read Adnams’ sustainability story). 

Building a reputation as a green brand can open doors to partnerships with eco-conscious retailers and appeal to younger, environmentally aware consumers.  

4. Master market-specific branding 

Adapting your branding to suit target export markets is crucial. Consider cultural preferences, aesthetics, and language differences: 

• Localised designs: Design packaging and marketing materials that appeal to local tastes while staying true to your brand identity. 

• Cultural relevance: Understand the symbolism of colours, imagery, and words in the markets you’re targeting. For example, gold packaging might signify luxury in some Asian markets, while minimalist designs might appeal more to Scandinavian audiences. 

• Check translations: Even a well-chosen brand name or slogan can have unintended meanings abroad. A famous case is Pepsi’s “Pepsi brings you back to life,” slogan, which was mistranslated in Taiwan as “Pepsi brings your ancestors back from the grave,” offending consumers and harming the brand’s image. 

Research your target market to understand what resonates with consumers – their tastes, aesthetics, and cultural values can guide your branding decisions. 

5. Leverage the UK’s reputation for quality 

British-made products are often synonymous with quality and tradition. Position your drinks as premium offerings by: 

• Securing certifications: Labels like “Made in Britain” can enhance your product’s appeal. For instance, Scotch whisky’s strict production rules and protected name ensure consistent quality, building trust and global demand by guaranteeing authenticity. 

• Delivering consistency: Ensure your quality standards are impeccable. Consistency in flavour, packaging, and customer experience reinforces trust. 

  
  

6. Build strong partnerships and networks 

Strong relationships with distributors, retailers, and local influencers are key to export success. Ensure that you: 

• Collaborate with importers: Partner with reputable local distributors who understand the market and can provide valuable insights. 

• Get seen at trade shows: Attend international food and drink expos, such as the International Food and Drink Event (IFE), to showcase your products and connect with potential buyers. 

• Engage influencers: Collaborate with influencers or bloggers who can introduce your products to new audiences and boost your brand’s visibility. 

  
  

7. Offer something unique 

Products that offer more than just great taste can captivate consumers. Think beyond the bottle to create memorable experiences: 

• Interactive packaging: QR codes that share recipes, brand stories, or pairing suggestions. 

• Seasonal and limited editions: Generate excitement by launching special-edition drinks tied to cultural events or holidays in the target market. For example, Festive ales or ciders. 

  
  

This sort of approach can help build an emotional connection with your brand. 

Breaking into the export market isn’t easy, but with strategic differentiation, small UK drinks businesses can capture international attention.  

Ready to take your UK drinks brand global? Get in touch with Cheers Global. 

All information was accurate at the time of publishing, in October 2025