Transparency and Authenticity: The Key Drivers of Customer Loyalty in the Alcohol Industry

If you’re not straight up with your customers, you’re setting yourself up for failure.

Buyers in today’s marketplace are savvy. They have everything available to understand your company and your products’ intricacies. Gone are the days when information could be tucked away or controlled by a select few. Now, everything’s in the open. We’re all operating in glass houses, whether it’s info about your brand, what goes into your products, or even how happy your employees are.

In this environment, it pays to be as transparent as possible. Open your doors wide. Let your customers come in, look around, and decide for themselves if they want to back your brand. If you believe in your company and your product, you should have nothing to hide.

That’s been our approach at Carbliss from day one, and believe me, the payoffs have been huge. Today, I want to discuss why this approach is crucial, how to implement it effectively, and maybe even clear up a few misconceptions about Carbliss along the way.

One way I approach authenticity and transparency is by being involved in almost every single customer inquiry. This past year alone, that meant answering around 8,000 emails.

Why do I do it? Talking with our customers is crucial to understanding how they feel about our product, our customer service, and where we can improve. Of course, I have a few templates for common questions, like where to buy our products. When real concerns arise, however, I answer each one, and ?do it in a brutally honest way, even if it’s not what the customer wants (or expects) to hear. After doing this for a few years, I learned this key takeaway:

You can’t build trust with canned responses or corporate jargon.

For example, many people have different opinions about what ingredients are considered okay. The European Union is very strict on what ingredients are allowed in products. If you’re drinking a Coke at McDonald's, that product cannot be sold in the EU as-is. It has to be reformulated. We can sell the exact same product in Europe that we sell in America,and we’re one of the very few brands that can say that.

This commitment to honesty often leads us to clarify the regulatory challenges we encounter. For instance, you’ll notice that our cans are labeled with “artificially colored.” Here’s where it gets interesting – our colors are actually derived from natural sources. They come from beta-carotene, which is from black carrots, and a natural blue from a butterfly pea flower.

Now you might be wondering, “If they’re naturally derived, why does the can say artificial?” And you wouldn’t be the only one.

I’ve had to explain to customers that, even though these colors are naturally derived, regulations require this labeling if the color is added to the drink and not naturally occurring in the flavor. For example, we use color from beta-carotene. So, we must take that color from the naturally derived source and place it into the drink. The action alone means we have to label it artificial.

Of course, we know it doesn’t look great on the can, and the funny thing is, if we used truly artificial colors like Red #40, Blue #9, or Yellow #5, we could call it “certified,” because those colors are certified by the FDA. Putting “certified” on the can instead of “artificial” might make it sound better. It would definitely make the product cheaper to make. There’s just no way we would ever use any of those “certified” colors. Why? Because we’re committed to providing a product that we consume ourselves. One that we’re not afraid to give to our families and friends.        

We’d rather use ingredients that we’d personally ingest, field questions or inquiries about how we derive our ingredients, and provide a better product in this way. Plus, we use that transparency to inform our customers about how carefully our ingredients were chosen.

This culture of transparency extends to every Carbliss employee and every aspect of the business. We make sure that everyone on the team knows the details about our products and can convey that information accurately. Plus, our customers have access to information they can verify themselves. Our FAQs, for example, are detailed, fact-checked, and clarify common queries and misconceptions. Whether it’s a question about our use of artificial colors or pricing concerns due to our product classification, we lay out the facts. While the consumer may not like it, if it’s a fact, there’s likely not much we can do. This open line of communication has helped us build trust and understanding with our customer base.

In business, especially one as intricate as the alcohol industry, transparency is a double-edged sword. Being transparent with customers means you’re open to more scrutiny, more questions, and sometimes more criticism. However, the rewards far outweigh the risks. Honesty in business cements long-lasting relationships. It’s the best way to ensure that you’ll have repeat customers. At Carbliss, this open approach has helped us form a bond of trust with our customers. It's made them buyers of our products and advocates for our brand.

Sure, sometimes being transparent means you face backlash or disagreement. The end result is worth it. This transparent approach has shaped how our customers perceive and interact with us, creating a loyal customer base that appreciates our openness.

From our internal team dynamics to every customer interaction, honesty guides us. If you want to implement a culture of transparency in your own company, I’d suggest the following:

?●??????? Be open about your business practices: Regularly communicate with your customers about how your products are made, sourced, and priced.

●??????? Respond to customer inquiries: Whenever possible, take the time to respond personally (and honestly) to customer concerns or questions.

●??????? Educate your team: Make sure that everyone on the team understands the importance of honesty in all of their interactions, and train them accordingly.

●??????? Embrace customer feedback: Use customer feedback, both positive and negative, as an opportunity to demonstrate your commitment to improvement and transparency.

●??????? Be honest in marketing: Your marketing materials should reflect the true nature of your products and business practices.

●??????? Share your challenges: Don’t shy away from discussing your business’s challenges, as this can humanize your brand.

In a world where consumers are bombarded with choices, being a brand that stands for truth and authenticity sets Carbliss apart. It’s important to us to be real, with all the complexities that come with that. Our work at Carbliss shows that when you’re truthful and authentic in your business dealings, you attract customers and earn their respect and loyalty.

After all, I'm not here to please everyone. In fact, I would rather have you not like me for telling the truth than have you like me for lying.

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