Recently I visited a liquor store, which had an overwhelming amount of choices. A paralyzing amount of choices that leaves most visitors frozen in their tracks and forgetting why they are there in the first place. I know I was frozen in my tracks.

Most liquor stores are organized by wine, beer and spirits. The system of organization then goes into deeper levels of sub-categorization. Rarer spirits like Cachaça (a Portuguese liquor made of sugarcane) that are difficult to categorize usually find themselves at the bottom of a shelf and they don’t even get the benefit of a category.

These brands that line the shelves of the liquor store come from all over the world. Some are small independent brands with deep histories, some are massive corporate behemoths flexing that cash and others are independent startups hoping to gain a foothold in an intensely competitive marketplace. Sound familiar?

Marketing Challenges in Noisy Stores

As I walked around this giant liquor store I kept thinking of the marketing challenges liquor producers face (noise and endless choice) and how those challenges parallel the one’s that face app developers.

The metaphor isn’t a perfect one. More often than not liquor is purchased out of habit, the restrictions on marketing liquor are a complex patchwork of undecipherable nonsense (though similar to the app store approval process) and consumer tastes can run from fickle to downright schizophrenic.

With that out of the way, I’ve put together some things on what developers might learn from the marketing efforts of liquor companies.

Three Things Learned From Liquor Companies

Product Narrative

All spirits have a product narrative, which is either implied or intentional. The product narrative of a spirit might play up the brand heritage, the region it’s produced in, a unique distillation process or a glamorous lifestyle. Some try to do all the above.

The product narrative often goes to great lengths to differentiate the spirit in it’s category.

Apps are similar. A unique game mechanic might unlock a compelling product narrative. Check out the game Spider of Bryce Manor as an example of what I mean.

Endless Assets

Liquor companies have an endless supply of assets that reinforce their product and product narrative. These assets can include hard goods like hats and shirts, entertaining video that they’ve produced, or mini websites with cryptic messages.

In the case of apps this means having a pack of graphic assets that can be utilized for any number of opportunities. You never know when a unique marketing opportunity will present itself. Be ready.

Channel Alignment

A well marketed liquor company is usually firing on all cylinders. The offline marketing speaks to the online marketing.

If only getting attention for an iPhone app meant a website, a facebook page, a twitter account and a demo video. Yes, these are important, but the lesson to be learned is how to get all of these elements to work in unison.

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#Question

Am I far off base? Do you see similarities in the efforts? What lessons can be learned?

##Extra Credit Assignment

Visit a liquor store and observe what thoughts flow into your head when you encounter the spirits around you. Where did these thoughts come from? What marketing efforts were responsible for the brands around you to capture a slice of your thoughts?

###Learn More Wednesday Night, October 27th

We’re hosting Sea of Apps: iPhone Application Marketing in Columbus, Ohio tonight at Surly Girl from 5:30 to 7:00PM. For more information or to RSVP (not required, but appreciated) for this event here.

Sea of Apps in your city. We’re taking the show on the road. Hit me up if you have an interest in hosting a Sea of Apps.