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Marketing & Packaging

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...

Direct Consumer Sales

State laws that govern whether or not distilleries can sell bottles directly to consumers have a dramatic affect on a distillery’s ability to stay in business. Nowhere is this more evident than in the state where the craft revolution...

Protecting Your Brands Through Trademark Law

Craft distillers are passionate about their spirits. But having the most innovative, flavorful, hand-crafted spirit in the country will not itself prompt a consumer to buy it. This requires branding: a memorable name and package design that piques a...

Brand Builder: Effie Panagopoulos

  It’s 2008 and Effie Panagopoulos is at a beach bar on the island of Mykonos. As the daughter of a “very serious first generation Greek family,” Effie remembers fondly this trip that brought her back to Greece. After a...

Building a Brand Ambassador Program That Works

When it comes to marketing your brand, a brand ambassador program can be hugely beneficial. Or it can be a giant disappointment. More and more I’m hearing the latter from craft distillers, which is a frustrating waste of time...
Head distiller Seth O’Malley pours tastes for people as one of the bus tours stops in the tasting room at Townshend’s Distillery.

Customer Service in the Distillery

The tasting room in many cases is the only way distilleries can connect directly with consumers outside of the three-tier system. Other than the design of the physical space and the products, the most important thing you can do...

Taking Sides

“If you are neutral in situations of injustice, you have chosen the side of the oppressor.” — Desmond Tutu There has been a lot of turmoil in the world lately, and as a human I’m sure you’ve noticed it and...

Hosting Great Virtual Events

Virtual tastings are no longer news, but they remain an exciting way to drive engagement, deepen relationships with your audience and grow your brand. Many of us have been at it with virtual events for over a year now...

Social Media Platforms How to Choose the Right Ones for Your Business

If you’re a small business owner building a brand, you know the importance of social media as part of your marketing efforts. In today’s society, social media is the best way to get in front of your potential consumers...

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...