Big Brands, Big Filthy Brands

Olivier Ward of Gin Foundry
Small, local, craft—these messages carry less weight than ever before. It’s fair to ask if any still hold enough weight to be the sole proposition of a modern Gin brand with bigger aspirations than single state sales, but if not those core USPs that have defined micro-distilleries for so long, then what? Understanding brand equity, how to build it, display it and why it matters to the end drinker is critical for the success of a modern Craft distillery. How have others done it and what fiscal value should you place on “building a brand”? This is a whistle-stop tour of some of the major areas to consider…