Marketing & Packaging

Just Say No… To Marketing

Listen, my craft maker friends, let’s get one thing straight: I love marketing. When done right, it can be one of the biggest differentiators between failing and thriving craft distilleries. And my number one priority is ensuring more craft...

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...

Packaging Selection for Craft Spirits Brands

Saverglass is the leading global player in the market for premium and superpremium glass bottles in the spirits industry. The company uses its production technology and expertise to manage large-volume orders while meeting the specific needs of its customers...

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...

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...

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...

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...