Building on from our successful conference in the Gold Coast the other week, we will share various articles on the subject of building your brand and being heard in a crowded and economically challenging market over the coming months, with content from our amazing conference sponsors.

Today we share content from 'Mac and Bern Creative' with an offer for all conference attendees.

Your product’s not the problem. Your story might be.

Let’s be honest — the craft spirits space is busy. Really busy.

Great products are everywhere. New distilleries opening up all the time. The barriers to entry have dropped, and standing out is harder than it’s ever been.

So how do you cut through?

A lot of distillers come to us thinking they need a video. And they're probably right. But pretty quickly, it becomes clear - what they really need is a story. Not just any story, but one that connects. One that feels like them, reflects their values, and actually resonates with the people they’re trying to reach.

Because you can’t sell a secret. And if you’re not being seen, it doesn’t matter how good the product is.

We all probably know a few products in the market — beautifully made, thoughtful, high-quality — that just aren’t getting the traction they deserve. And at the same time, there are brands that most of us would agree are fairly middle-of-the-road… and yet they seem like they're everywhere. Scaling fast. Building huge awareness.

Why? Not because the product’s better - but because the story is working.

Because they’ve figured out how to be seen, remembered, and bought.

When we look at story, sometimes it’s not about polish - it’s about truth.

A weird detail. A rough start. A bit of grit. Something personal.

That’s the stuff people remember.

And I get it — especially as Aussies, we tend to downplay, stay humble.

“Ah, we’re just having a go/doing our thing” and avoid big noting. But the reality is, you’re probably sitting on something unique. But might not have framed it in a way that lands yet.

When we make films, we don’t start with “what do you want to say?” — we start with “why would anyone care?”

That shift in thinking — that’s the difference between content that gets scrolled past and a story that stops people in their tracks.

The final piece? Don’t just think about your audience — think like them.

You’re not creating for yourself, or your peers, or your family. You’re creating for the person who’s never heard of you and needs to understand, in seconds, what makes you worth caring about. The balancing act of preserving the brand voice for existing loyal customers and followers can be challenging, but isn't impossible.

At Mac and Bern Creative, we work with distilleries across Australia and internationally to bring their story to life in a way that actually connects. We’ve helped brands secure investment, grow export opportunities, and build loyal followings — not with gimmicks, but with honest, strategic, beautifully crafted storytelling that feels true to them.

So the next time you ask, “What should we put in a video?”, start with this:

Why do we matter to the people we’re trying to reach?

And build from there.

Christian Fitzpatrick
Mac and Bern

*** Special Offer for Australian Distillers Members ***

Secure your FREE 20 min Zoom Call strategy session for anyone who attended the 2025 conference by clicking the link below.

Every project starts with a free 20-minute brand storytelling session — to help you clarify your direction, shape your message, and explore what’s possible.

And for Australian Distillers members who didn't attend the conference, we’re also offering a special rate on the 20 min strategy call.

Furthermore, ALL Australian Distillers members receive a special rate on select production services — available for projects booked before the end of April.

If it feels like a good fit, we’ll apply it automatically.

​No promo codes. No pressure. Just a genuine thank you for connecting.

⚡ Strictly limited availability.

ACCESS THE OFFER HERE