When you think of great brands, the ones that last decades and inspire loyalty, it’s rarely just about the product. Apple isn’t just about phones. Nike isn’t just about shoes. Tesla isn’t just about cars.
They sell identity. They sell belonging. They sell a movement.
That’s exactly what Ash Moore and BRĒZ are doing in the alcohol-free beverage space.
Instead of pitching “just another drink,” BRĒZ is positioning itself as the future of socializing. It’s not about replacing a beer or cocktail — it’s about reimagining what it means to connect, celebrate, and gather without alcohol.
This mindset offers a powerful lesson for any entrepreneur or creator.
This insight came straight out of an episode of The Elite League Podcast, where Ash Moore shared his journey with BRĒZ and the lessons he’s learned about building not just a brand, but a movement.
👉 If you want to see the full episode and dive deeper into Ash’s story and insights, check it out now:
Why Products Alone Don’t Create Loyalty
Most businesses focus only on features and benefits:
- This phone has more megapixels.
- This gym membership costs less.
- This drink tastes better.
But features and benefits alone are easily replaced. Competitors can copy them. Customers can switch.
What people can’t easily replace is the feeling they get when they associate with your brand. That’s where movements come in.
Greg Carlson
BRĒZ: A Case Study in Building a Movement
Ash and his team realized early on that people don’t want “mocktails.” They don’t want drinks that remind them of what they’re giving up.
What they want is:
- Energy for nights out.
- Calm for winding down.
- Focus for creative sessions.
- Community that makes them feel alive.
So instead of marketing BRĒZ as a product, they market the identity of being someone who lives with intention, who socializes without compromise, and who is part of a growing alcohol-free revolution.
It’s about saying: You’re not just drinking BRĒZ. You’re choosing the future.
Action Steps: How to Market a Movement in Your Business
1. Define the Bigger “Why”
Ask yourself: What cultural shift, community, or belief does my product align with?
- For BRĒZ, it’s the decline of alcohol and the rise of wellness.
- For your business, it might be sustainability, financial freedom, or creative independence.
2. Make Customers the Hero
Movements are fueled by people, not companies. Show your customers that by choosing your brand, they’re part of something meaningful.
- Highlight user stories.
- Celebrate the lifestyle, not just the transaction.
3. Build Symbols and Rituals
Movements have rituals. Apple has its launches. CrossFit has its WODs. BRĒZ has its alcohol-free social gatherings. Create rituals that make people feel connected and part of a tribe.
4. Sell Identity, Not Features
Instead of saying: “Our product is cheaper, faster, better.”
Say: “This is who you become when you’re with us.”
Greg Carlson
Final Thoughts
When people buy into a movement, they buy into a story bigger than themselves. That’s what creates loyalty, word of mouth, and cultural relevance.
So the next time you market your business, ask yourself: Am I selling a product, or am I building a movement?
Because the brands that change the world don’t just meet needs — they create belonging.
👉 Want more strategies like this? Subscribe to Elite League Mastermind, where we break down lessons from The Elite League Podcast and show you how to apply them directly to your business.
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