Beverage Master – The Craft Business Name Game

As the craft beer and spirits category grows larger, it’s getting hard to select a unique, marketable name for a new beer or spirit. The shelves are bursting with beer brands bearing catchy names like Brew Free! or Die IPA, Smooth Hoperator, Sexual Chocolate Imperial Stout and Dead Guy Ale. Phil Davis, the founder of Tungsten Branding is keenly familiar with delights, challenges and potential roadblocks associated with naming craft beverages. Davis said that creating a truly unique name for a beer or spirit is a lot more difficult than it appears. “There’s more groupthink than people are aware. When you think you’re being extremely unique, you’re probably following a trend. It’s like the classic lament of teenagers who say ‘I want to be different — just like my friends'”

Phil Davis

With over twenty-five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. As a sought-after naming expert, Phil has been quoted in The Wall Street Journal, Inc.com, Businessweek, Entrepreneur, and Newsday.