Overview
L74 Craft Ciders is a premium cider brand from Nashik founded by cousins Kalp and Ayush. Crafted using hand-picked Himalayan apples, the brand offers a 100% natural, vegan-friendly, and sugar-free alternative to traditional alcoholic beverages. Built around the philosophy “Brewed for All,” L74 celebrates inclusivity, simplicity, and modern drinking culture.
The project focused on strengthening the brand’s positioning and expanding its digital presence to introduce L74 to a wider audience beyond its initial regional market.
Challenges
India’s cider category is still emerging, with low consumer awareness compared to beer and other alcoholic beverages.
The brand needed a clear identity and positioning to stand out in the alco-bev space.
Digital communication had to balance premium perception with an approachable personality.
Strategy
Positioned L74 as a modern, inclusive craft cider brand designed for a new generation of drinkers.
Used consumer insights to shape a distinct brand narrative and tone of voice.
Built a digital storytelling approach using bold, pop-inspired visuals and playful messaging.
Strengthened the brand’s social media presence to support awareness and regional expansion.
Contribution - Project Manager
As Project Manager
Managed project timelines, workflows, and collaboration between creative and marketing teams.
Coordinated execution of brand strategy and digital communication initiatives.
Ensured alignment between brand vision, content direction, and campaign execution.
Contribution - Growth Strategist
As Creative Strategist
Helped define brand positioning within India’s emerging cider category.
Guided the storytelling direction and visual style used in digital communication.
Ensured consistency between brand identity, messaging, and social media strategy.
Impact
Strengthened L74’s positioning within India’s growing craft cider market.
Created a distinct brand voice and visual direction that resonated with younger consumers.
Expanded digital awareness to support growth beyond the brand’s initial regional presence.
Key Learning
Emerging beverage categories require strong positioning and storytelling to help consumers understand not just the product, but the culture and lifestyle around it.
