Drinking craft alcohol is a lifestyle choice for consumers. Think about customers who drink Starbucks and those who drink Dunkin Donuts or other brands. Consumer research shows that brand identity motivates purchases, especially in the beverage market. The beverage brand says something about who you are. More than half of a survey participants said they’d pay more for a craft product. With this market data on consumer behavior, you can’t afford to do your branding on an austerity budget. The investment you make will have a direct correlation to your sales revenue.