As I sit here studying for my last exam – Management Strategies for Beverages – I thought I would take a break to present to you a mini case study. I recently got a craft distilled product called Colossal Pink Gin made by Bohemian Spirits in Kimberly, BC, Canada. The back label describes it as like a brick in a silk purse, an elephant ballet. OK…now my expectations have been set. I am expecting a big, bold Gin oozing with Juniper, Citrus, and floral notes. But instead what I get is a huge mouthful of Anise (black licorice) and not much else. It only gets worse with Tonic. My customer expectations are shattered. I am now busy telling people about this product that failed me. This is something a craft distiller cannot afford. In fact, this product scarcely even qualifies as a Gin. The lesson here is a valuable one. If you want to make a product with heavy focus on an overwhelming botanical like Anise – great do it! Make it Pink too…hell…make it yellow for all I care. But, if its taste profile falls outside the normal taste boundaries for a Gin, then DO NOT call it a Gin! Call it Pink Licorice. Call it Pink Anise. Call it Pink Thunder. Call it Pink Elephant. Just give me (the customer) a heads up of what to expect so that I can formulate a buying decision and not be disappointed. As I remind people in the 5 Day Distillery Workshops – marketing is simple. It is just not easy…..

I strongly urge every craft distiller or every want-to-be craft distiller to purchase the following three books:

Strategic Marketing Management – by Wilson & Gilligan.

Building Strong Brands – by David Aaker

The New Strategic Brand Management – J.N. Kapferer

These are the books being used today at Heriot Watt University in the Marketing Department and represent the leading thought ideas. While these books are not exactly 2018 content, the models and strategies they present are nonetheless current.