Food and beverage marketing is no longer limited to shelf placement or packaging appeal. In 2025, success depends on creating a strong presence across both digital and physical channels. That includes social media, retail partnerships, influencer campaigns, and the in-store experience that drives consumer trust and sales.
For CPG brands—whether launching a new product, scaling a better-for-you option, or competing in a crowded space—effective food and beverage marketing must move quickly. It needs to connect with the right audience, capture attention at the moment of decision, and convert interest into measurable action.
Today, food and beverage marketing combines strategy, storytelling, and flawless execution. Winning brands understand consumer behavior, stay ahead of trends, and develop content that performs consistently across TikTok, Instagram, Meta, retail activations, and beyond.
This guide explains how modern food and beverage marketing works, what brands need to succeed in 2025, and how Cool Nerds Marketing helps CPG companies grow across every platform.
Top Food and Beverage Marketing Strategies That Work in 2025
You’re marketing to a highly distracted consumer with thousands of options. You’re often relying on low-margin, high-volume products. And the category is fast-moving—taste preferences shift, wellness trends explode, and retail buyers expect proof of demand.
A strong beverage marketing strategy is key to success. It depends on blending creative, data, and real-world availability. If you miss one, your marketing can fall flat—even with a great product.
1. Creative That Sells Taste, Story, and Trust
The product has to look good. But the creative also needs to tell a story:
- Why does it exist?
- Why now?
- Why should I care?
Brands winning in 2025 lead with:
- UGC-style content that feels authentic, not staged
- Messaging about taste, texture, convenience, or wellness
- Consistent branding across packaging, ads, and digital
- Short-form videos optimized for first 3 seconds
2. Paid Media That Supports Retail and DTC
If you’re in stores, your ads must push shoppers to shelves. If you’re online, your funnel must convert clicks into repeat buyers.
Strong paid strategies now include:
- Geo-targeted ads around retail locations
- Influencer whitelisting to run high-performing content as paid
- Landing pages with “Buy in Store” and “Order Online” CTAs
- QR codes and OOH ads linked to retail availability
3. Sampling, Retail Velocity, and Digital Proof
Marketing doesn’t just drive awareness—it supports sell-through. That’s why more brands combine digital and physical:
- Paid ads near stores where sampling is running
- Pop up activations
- Reporting systems to show velocity to retail buyers
- Influencer content focused on taste and first-time reactions
- Social proof and reviews tied into email flows
4. Influencers Built Into the Funnel, Not the Feed
In 2025, influencer marketing isn’t just about who’s posting—it’s about how that content performs across paid media.
Effective brands:
- License content and use it across ad sets
- Choose influencers who can drive DTC or retail action
- Run content through creator accounts with paid spend (whitelisting)
- Track performance by offer, region, and messaging type
5. Testing Across Messaging, Product, and Channel
Food and beverage marketing can’t rely on a single hit campaign. Testing is constant:
- Which hook works best? (Taste, story, function?)
- What platform has the best CAC?
- Which SKU drives the highest repeat rate?
Top brands run weekly reviews, creative refreshes, and A/B tests across:
- Video openers
- Offer types
- Retail messaging vs DTC angles
Real Examples: What Winning Brands Are Doing
Liquid Death: Used humor and anti-corporate branding to build a cult following. Combined viral content with retail placement and creative merch.
Poppi: Paired TikTok virality with consistent digital-to-retail strategy. Ran targeted ads based on store ZIP codes and shelf launches.
Olipop: Created high-volume UGC pipelines, ran influencer content as ads, and scaled with a subscription model tied to trial offers.
Magic Spoon: Took a DTC-first approach with strong paid creative, then expanded to retail with messaging focused on nostalgia and health.
FAQs
What is food and beverage marketing?
It’s the strategy behind how food and drink brands attract, convert, and retain customers through advertising, content, retail tactics, and digital tools.
What platforms work best for food and beverage marketing?
TikTok, Instagram, YouTube, Meta ads, Google Shopping, Amazon, and retail media platforms all play key roles depending on your stage and SKU.
How do I track success in food and beverage campaigns?
Metrics include ROAS, new customer CAC, in-store velocity, repeat rate, and campaign-level lift in both DTC and retail channels.
Do food and beverage brands still need a website if they’re in retail?
Yes. Consumers still search for brand names online before buying in store. A strong website builds trust, captures traffic, and supports retail sales.
How should I use influencers for food or drink marketing?
Start with creators who can explain and show your product in-use. License top-performing videos, run them in ads, and track conversion performance.
Final Thought
Great food and beverage marketing today blends strong creative, fast testing, retail support, and performance strategy.
You don’t need to do everything. But you do need a system that connects all the parts.
If your agency isn’t delivering that, it’s time to talk.
