The drinks industry isn’t just about great products, it’s about the stories, people, and experiences that bring those products to life. At the heart of this is advocacy, a powerful yet often misunderstood force that shapes brand perception, drives consumer engagement, and builds lasting industry influence.
To explore this, we’re speaking with Marissa Johnston, founder of Khumeia and Executive Director of Our Whisky Foundation, though many would know her from her time as Global Head of World Class & Advocacy for Global drinks giant Diageo. Having spent her career connecting brands with the people who champion them -bartenders, trade professionals, and consumers alike she has a wealth of knowledge to share. With experience across global markets, including those with tight advertising restrictions, Marissa knows firsthand how advocacy can be harnessed to make an impact where traditional marketing can’t.
In this conversation, we dive into why advocacy matters, how it works, and how brands can leverage it effectively, even in dark markets.
Advocacy is a buzzword in the drinks industry, but what does it really mean in practice? How do you define advocacy in the context of brand building?
MJ: The way I define trade advocacy is “acts that allow bartenders to fall in love with your brand” with successful trade advocacy being more likely to get you new consumers with recommendations being the route to sales. CGA'S Global Bartender Report shows 79% of staff recommend drinks every shift, and 95% say guests are likely to order that drink every or almost every time. This highlights the huge importance of building advocacy among venue teams.
These advocates can express their support for your brand in many ways, such as:
· Adding your brand to their cocktail list or back bar
· Recommending your brand to consumers in their venue
· Following your brand on social media
· Acting as a spokesperson for your brand
Bartenders and trade professionals are key advocates for brands. What’s the best way for brands to build authentic, long-term relationships with them?
MJ: The key to any great advocacy strategy is consistency. The more bartenders talk about and recommend your brand, the more brand awareness and visibility increases. When bartenders actively recommend your brand it drives liquid on lips and recruits new consumers. This increased exposure can result in a higher rate of sale.Competitors are only too willing to jump in and entice bartenders over to their brands where inconsistency has had a negative impact on building enduring brand love.
What common mistakes do brands make when approaching advocacy, and how can they do it better?
MJ: Trade advocacy programs & teams play a vital role in driving brand visibility, customer experience, and consumer engagement. However, many brands struggle to quantify the return on investment (ROI) of advocacy programs, often perceiving them as a cost rather than a strategic investment that can enhance brand awareness, drive product trial, and boost conversions. This misconception, coupled with a lack of understanding of the significant impact that advocacy and brand ambassadors can have, leads to these initiatives being deprioritized.
For brands looking to invest in advocacy, where should they start? What are the key elements of a strong advocacy strategy?
MJ: Successful trade advocacy should be created from a place of brand authenticity and with a direct benefit to the venue or bartender. Here’s five examples of ways in which you can build trade advocacy:
1. MENTORING
Mentoring is a brilliant way to engage your broader bartender network. How can you facilitate opportunities between the experts and the beginners creating a mutually beneficial experience?
2. COCKTAIL COMPETITIONS
Cocktail competitions are a great way to tap into the competitive nature of many bartenders. It gives them a chance to showcase their creativity, learn from their peers and build their reputation.
3. EDUCATION
Bartenders love to learn so how can you give them access to knowledge on new techniques and trends? The key to great education is to make it interactive and distinctive.
4. BRAND HOME VISITS
Visits to your brand home are a brilliant way of giving bartenders an exclusive experience of how your liquid is made. How can you give them access to an unreleased liquid, or a meet & greet with your master blender/distiller that truly makes it a memorable experience?
5. BRAND EVENTS
A simple way to engage bartenders is to invite them to existing brand events you might already be doing. This could be tickets to a festival you are sponsoring or an invite to a new product launch.
The ROI on advocacy can often be hard to pin down, what are effective ways you have measured the impact to ensure continued investment in the space?
The key is to develop a holistic framework that captures metrics across the customer, brand, and consumer perspectives. This will help demonstrate the multifaceted value of advocacy programs and team members and justify the investment.
Now you know the ins & outs of advocacy, let’s look further into how advocacy can help brands grow in a dark market where traditional marketing opportunities can be limited?
In markets with strict advertising regulations, traditional marketing efforts are often limited or entirely restricted. Advocacy can play a crucial role in these spaces. By focusing on industry engagement, brands can build recognition organically through trusted voices in the trade.
Rather than seeing restrictions as barriers, brands should see them as an opportunity to develop deeper connections with bartenders and the wider industry. Word-of-mouth influence is incredibly powerful, and advocacy is at its strongest when traditional marketing isn’t an option.
Final Thoughts
Advocacy is more than just a marketing tool—it’s a long-term strategy that builds brand loyalty, drives sales, and fosters a strong, engaged community within the industry. As Marissa Johnston’s insights show, when brands invest in meaningful relationships with trade professionals, the results extend far beyond individual transactions. In a world where authenticity matters more than ever, advocacy remains one of the most powerful ways to create lasting brand success.
