Everyone’s talking about Substack

And for good reason.

Formerly seen as a playground for journalists and independent writers, Substack has now exploded with 50 million active subscriptions and more than five million paying subscribers 👀.

When email has an average ROI of 42:1 in the UK, it’s got us thinking – is it time for drinks brands and marketing teams to take Substack more seriously?

Here, we dig into the platform’s pros and cons:

🗣️ Direct-to-inbox = direct-to-consumer
Substack cuts through social media noise. For brands, that means no algorithm gatekeepers – just your voice in your audience’s inbox.

📥 Owned audience
Unlike Instagram or TikTok, your Substack subscriber list belongs to you. That’s a rare kind of control in today’s rented-media landscape.

📖 Room for deeper storytelling
Whether it’s distillery diaries, trend deep-dives, or founder letters, the format encourages longer-form, values-driven content – perfect for building emotional connection.

👥 Community engagement
With paid subscriptions, comments, and chat, Substack isn’t just a broadcast tool – it can nurture a loyal fan base.

⏰ It’s not plug-and-play
Consistent, quality writing takes time (and talent). It’s not a quick win; it’s a long game.

📉 Limited discoverability
Without a social-style feed or algorithmic boost, growth depends heavily on existing audience reach and word-of-mouth.

Our thoughts? Substack = trust and depth. So if you’re a drinks brand looking to forge stronger consumer relationships and have a rich story to tell, Substack could be the next big thing for you.

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