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Distiller’s Identity Crisis

At the Italian grocery store near my house I stock up on red, non-alcoholic aperitivos. They taste like fizzy Campari, with the same bitter finish. I drink one with dinner, and am not alone in enjoying an alcohol alternative....

5 Categories to Include in Your Distillery’s Marketing Plan

Marketing plans are much like crafting a cocktail — if you leave one ingredient out — it can throw off the entire drink. If you use only one ingredient (like social media), it’s not really a cocktail, now is...

The Fine Art Greenwashing

In the age of climate protests and anti-straw campaigns, the word sustainability seems to be on everyone’s lips — and websites. This would be good news to true activists if there were not also a corresponding rise in greenwashing. Greenwashing...

The Recession Will Not Be Televised… Prepare for it Now

Congratulations! You have chosen to be a distiller! If you are like most people, you got into the craft-spirits business for the love of the craft and the spirits, not the business part. While being a distiller means long...

Adventures in Co-Packing

In 2013, Caitlyn Krug moved to Spain after graduating from the University of California, Los Angeles. She aspired to work in the hospitality and tourism industry and took a job as a bartender in the Basque Country region. It...

Who’s Working for Whom?

Why did you get into the craft-spirits business? Most people have an answer similar to Mike Selberg, founder of Cannon Beach Distillery in Oregon: “I had no real experience in the industry, I just knew I wanted to make...

Leverage PR to Grow Your Brand

As a craft distiller, you’re likely familiar with public relations — or PR — as a marketing tactic but, as with all marketing tactics, it can often be confusing to know where it fits in the puzzle. I often...

The Skinny on Canned Cocktails

For many, summertime means going to the beach and lying by the pool. Unfortunately, packing a bottle of traditional craft spirits means bringing glass, which is cumbersome and typically prohibited. One viable option for a convenient, portable and refreshing...

Design Thinking for Distillers

For the past 10 years, the world of tech and business has buzzed with this idea: “Design thinking can change the world.” It’s been repeated at companies like IBM, Uber and L’Oréal and in disciplines as diverse as urban...

Make Your Marketing Work Harder

When craft distillers first start thinking about marketing, they often focus in on branding, logos, social media, websites and other tactical marketing elements. By jumping in tactically, however, you’re missing the most important part of successful marketing. You. Who...