Marketing & Packaging

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...

Hit Your Mark with Focused Local Marketing

In a world where “FASTER! FURTHER! BIGGER!” is often seen as best, it’s easy to get caught up in that mentality yourself as a business owner. But when it comes to distillery life, we all know that slowing down,...
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...

Was 2018 Truly the Year of the Woman?

2018 was widely touted as the Year of the Woman by The New York Times, The Brookings Institution, CNN and more. The year brought heightened awareness and dialogue initiated by women who contend with sexual harassment at work. High-profile actors...

Marketing & Distribution

The race to distribution, for many distillers, is an important one on the journey to sustainable growth. As a seasoned marketer, however, I have to ask: What does it matter if you have product on the shelf if no...

#What?

As small business owners and distillers, I’m willing to bet that many of you are on Instagram. And if you’re not, I’m willing to bet that you’re considering it. Smart move. Social media is a great tool to grow...

Turning Around the Social Media Time Suck

Whether you love it or hate it, I think we can all admit that social media is here to stay. Selfies, never-ending foodstagrams, motivational quotes, awkward personal shares, duck faces, yoga posing army figurines all around the world —...

Matching Whiskey Production with Sales

Sales need to grow, right? But first, whiskey needs to age. Those distillers that have been making whiskey for a while now have probably dealt with this firsthand. Those of you just entering this space may not have dealt...

The Power of Branding: A Strategic Approach to Design

An Excerpt from the book Branding:Distilled by Cynthia Sterling of Sterling Creativeworks The craft spirits category is young, thriving and growing at a phenomenal pace. The diversity and style of craft spirits packaging is a delight for spirits lovers and...

What’s in a Name?

As craft distilleries proliferate to over 1,000 across the country, finding a branding path through an alcoholic beverage industry teeming with craft brewers and wineries has become increasingly hard. For a craft distillery intent on developing a distinctive brand,...