Rooted in Prohibition

Rooted in Prohibition

In the course of exploring the craft industry, we run into a lot of fun and fascinating people and brand names.  Scofflaw is one of those words that have been adopted as a brand.   Do you know where this word first came to be associated with adult beverages? Watch and...
Turning Mash into Money

Turning Mash into Money

You’ve got a great story and a delicious product, a local distributor who believes in it and you’ve managed to grow to more than 1000 cases sold in your first year.   You’ve got it all…. except for profitability and the additional capital, you...
Your Brand Depends On It

Your Brand Depends On It

More than Lip Service In a word, INFLUENCE is what brands that grow must have.  And when your sales plan is designed for growth, your marketing at the most trusted and personal level is essential. This is where Sales meets Marketing today. Does your brand story and...
Expanding The Reach of Craft Brands

Expanding The Reach of Craft Brands

The local craft distillery boom is just getting started. While there is no question that local is hot, and challenging big brand market share, it has also never been more challenging to get and keep top shelf space on premise and behind the bar. Esquire...
T.I.P.S. for Marketing Success

T.I.P.S. for Marketing Success

From Millennials, Gen X, Baby Boomers to Luxury, Discount, Brand Loyalists and Connoisseurs… as varied as these consumers are, All consumer groups share one key demand—they want what they want when they want it! Our job as marketers is to understand what they...
Brand Strategy: Be the Man (or Woman) with the Plan

Brand Strategy: Be the Man (or Woman) with the Plan

Behind every great brand there’s a strategy.  Without it, even the most outstanding product risks being just a name and a logo. Say you’re a bourbon brand.  If you put your bourbon in a blind taste test against three of your leading competitors, would the average...