Acid Spirits
Market research and brand strategy for a local sustainable brewery in Brooklyn, New York City
Creating the Acid experience
while advocating for sustainability
Food & Bev
Strategist / Market Researcher
2025-2026 (6 mos)
Partner and Client Overview
Acid Sprits
Brewery in Brooklyn, New York City
Sustainability in the spotlight: Acid Spirits as a vessel
Based in Brooklyn, Acid combines sustainability and flavor through brewing upcycled distilled spirits. They partner with local restaurants and producers to create bold, aromatic spirits, focusing on food surplus and overlooked ingredients.
Focusing on food and flavor.
Through their two series, the Versa Series and Harvest Series, they highlight drinks either made from food surplus, or from gathering collective partnerships with local farms, rooted in seasons and place.
Positioning sustainability, process in the middle.
The challenge was establishing Acid's storytelling, in a way that centers their processes and advocacy as the main selling point.
They already utilize vacuum distillation, giving them a clear edge in the local brewing industry, and only a few breweries specifically focus on incorporating food surplus in their drinks.
The Research
Acid is a small but growing local brewery in Brooklyn. They also share a space with farm.one, an urban green community. We wanted to understand how Acid navigated their socials, their current flavors, and their storytelling.
The goal was to refine their storytelling, create an improved social media direction centered on their advocacy and the flavors they share.
Research was conducted through:
Customer Participation
We asked Acid's founder to share an online survey with his customers and to ask them questions about the business during Acid's weekend pop-ups.
Beverage Market & Trends Analysis
To get a better understanding of the beverage industry in New York City, we researched about Acid's main competitors, focusing on flavor profiles out there, and how they position themselves in the market.
Socials Analysis
Lastly, we did a deep dive on Acid's socials. By looking at the analytics and performance from their social media posts and their tone, we got a better picture of Acid Spirits.
Insights
With Acid's growing market and popularity, we needed to hit the sweet spot in terms of understanding the products they offered, the community they were talking to, and how they reached people.
From weeks of intensive research, conversations with the founder, and tasting sample drinks and ingredients, we were able to get some insight on Acid's personality, and the potential it offers.
Flavors
Acid brings in complex, if not savory, flavors to the bevearge industry. With aromatic flavors like celery or horseradish, Acid is experimental and umami-forward.
Storytelling/
Positioning
Acid sits in a unique position, combining sustainability with experimentation. There is no limit in demand with NYC bars, looking for new angles on drinks and options. Acid can utilize this as an opportunity.
Scaling
Transportation (of goods, people) needed to be more focused on, especially if the brewery would have to scale.
Refining Acid's Strategy
Considering the insights from the research, we refined Acid's 2026 strategy as a final output.
Flavors
Continuing experimenting and investing on NYC focused flavors, involving more hyperlocal flavors and communities.
Storytelling/
Positioning
Utilizing sustainability as a main strength for Acid. Before we started, Acid already had a lineup of strong products. However, consumers could also be shown the backstories and the process.
Scaling
Working on grants, funding opportunities to increase scaling.
Reflection
Acid Spirits is a growing brand and brewery with a growing following. Offering drinks focused on horseradish, peppers, or even smoked oranges, they consider depth of aroma and flavor as the identity and story they are trying to build. Being part of the team and project, you get to see just a hint of what it is to work with a local community that truly involves not just their team, but also their fellow food & beverage partners and friends.
As someone who has worked in craft, design, and strategy, Acid is a great example of what might good strategy, products, and intention look like. And as someone personally interested in the food & beverage industry—plus involving design in any way— I learned more about connecting strategy to purpose, to systems, and how to better market a hyperlocal, community-focused brand and identity.
We often see food & beverages as casual concepts; or we tend to overlook. However, including good strategy and design brings forward the brand to an experience, creating value and interest that goes beyond our tastebuds.
