Description

In this episode of Humans of Growth, host Aly Hathcock sits down with Leah Keggi , Marketing Manager at Spearhead Global, one of the fastest-growing companies in spirits packaging and design.

With over a decade of experience in alcohol marketing, Leah has worked across beer, wine, and spirits—supporting everything from emerging CPG startups to legacy liquor brands. Now at Spearhead, she helps alcohol brands rethink their packaging not just as a product necessity, but as a powerful marketing and brand positioning tool.

We explore how the alcohol industry is contracting post-COVID, what that means for brands trying to scale, and how strategic packaging design can become a brand’s most powerful sales asset—especially when combined with omnichannel marketing, social media campaigns, and category-specific messaging.

You’ll also hear how Spearhead shifted their B2B messaging from "packaging supplier" to "brand partner"—resulting in higher engagement, stronger lead generation, and deeper customer loyalty. This episode is packed with insights for B2B marketers, CPG brand managers, alcohol marketing teams, and anyone navigating the intersection of sales enablement and brand storytelling.

In this episode, we cover...

• The post-pandemic market contraction in alcohol and spirits
• How to use packaging as a brand differentiator on the retail shelf
• The psychology behind consumer buying decisions in wine & spirits
• Why legacy brands often overestimate awareness
• The role of color psychology and container shape in packaging design
• Building a sales-forward marketing strategy that drives case velocity
• Why marketers must “sell internally” to align with sales and leadership
• Using LinkedIn marketing and thought leadership to humanize B2B
• How brand storytelling beats feature-heavy messaging in B2B
• Why attribution is broken—and how to market in a world of messy data
• Balancing AI automation with the need for human connection
• Lessons from building campaigns for stadiums and sports partnerships
• The evolution of consumer behavior in the alcohol category
• How smaller alcohol brands can justify investing in top-of-funnel content

Need help with marketing for your business? Check out PerissonNetwork.com to get connected to a top-tier marketing agency.

Find Leah Keggi at LeahKeggi.com or on LinkedIn at https://www.linkedin.com/in/leahkeggi/

Learn more about Spearhead Global over at spearheadglobal.com.