Beverage brand strategy, identity & packaging
I build beverage brands around the moments people actually choose them.
I help beverage founders and innovation teams identify the occasion their product can credibly win, then connect product truth, positioning, identity, packaging and launch around that choice.
Selected product, commercial, editorial and brand experience
My perspective combines training as an oenologist, producer-side commercial experience, editorial judgment, branding and packaging.
The challenge
A good liquid becomes hard to choose when its proposition, pack, price and channel tell different stories.
The lens
I read every brief through one lens: share of occasion: the share of a moment your drink actually wins. Category explains the market. Occasion explains the choice. The full definition →
Where is your project now?
Start from what already exists.
One integrated capability. Three clear ways in, based on the stage and decisions your project actually needs.
What you leave with
Decisions you own, in documents you can hand over.
The boundary
Beverage brand development is not formulation, manufacturing or regulatory approval.
It is the layer that tells those specialists what to make, who it is for and why the product deserves to exist. You leave with decisions, assets and briefs ready for formulation, co-packing and regulatory partners. Flor can define selection criteria, prepare briefs and help evaluate options; introductions and ongoing coordination are confirmed and priced case by case.
Flor owns
Opportunity, proposition, positioning, brand platform, identity, packaging and launch direction.
Specialists own
Formula validation, ingredient sourcing, compliance, production trials, manufacturing contracts and final regulatory approval.
What I connect
The decisions behind a brand people can understand, choose and remember.
Opportunity
Category, consumer, occasion and commercial role.
Closes with · Opportunity brief
Proposition
What the drink offers, why it matters and how it is different.
Closes with · Proposition
Brand
Positioning, central idea, story, messages and voice.
Closes with · Brand platform
Identity
A distinctive visual and verbal system built to travel.
Closes with · Identity system
Packaging
Format, hierarchy, master design and portfolio logic.
Closes with · Packaging system
Launch
Launch narrative, message hierarchy and partner briefs. Media buying, campaign production, trade sales and distribution are excluded unless separately scoped.
Closes with · Launch direction
How projects begin
Build only what is missing.
Every engagement begins with an included Alignment Gate. Existing work is reviewed first, usable inputs are kept, and only the missing decisions are built. It is not sold as a standalone audit.
“Her marketing experience and imaginative thinking brought new possibilities. She made a significant impact and launched a new brand identity and website within four months.”
John Paterson · Finca Ambrosia
Why Flor
Product understanding, commercial judgment and brand thinking in the same room.
16 years of experience across the cellar, the market and the studio. Flor Gómez works across decisions that usually sit with separate specialists. Technical wine and product knowledge, export and commercial strategy, writing and editorial thinking, branding, packaging and digital. The value is not more information; it is knowing what matters, what connects, and what the brand should do next.
- Trained oenologist with nine harvests across Argentina, Napa, Burgundy and Croatia.
- Three years managing wine brands and export markets from the producer side.
- Brand and digital work spanning Vivino, Wine-Searcher, JancisRobinson.com, Decanter, LVMH and Grupo Peñaflor.
Start a project
Tell me what you are building, and what still needs to be decided.
You do not need a finished brief. Start with the product stage, the commercial ambition and the decisions that feel unresolved. Brand-build routes start at $5K. I read every enquiry myself and reply within two business days.
