Building a successful spirits brand is more difficult than many would believe. If only it were enough to have the right recipe, a great spirit, or even a magnificently designed bottle and label. However, at the core of every successful distillery is a good story, and the real challenge is effectively sharing that story with potential customers.
A great spirit is important—but if no one tastes it, what’s the point? A beautiful bottle can catch someone’s eye, but what compels them to open it? Larger distilleries might spend millions on marketing campaigns, consultants, and PR agencies trying to address those questions. Maybe those dollars are well spent, but even at a smaller distillery, there’s something you can do to more effectively tell your own story: Build a strong tour program.
I’ve represented several brands in a variety of roles, including as tour and events manager for Kings County Distillery in Brooklyn, New York. Here, I share with you my five keys to a successful distillery tour program.