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n 2023, a report furnished by Insight Ace Analytic projected the value of the whiskey tourism market to hit $41.7 billion by 2031. The report also cited North America as the world’s fastest-growing region for spirits-related pilgrimages. While the report included whiskey festivals and other whiskey-related events, it noted distillery tours and tasting experiences were primarily driving this predicted uptick. Distillery tourism is indeed big business. If you’re a new craft distillery, taking steps to cut your own slice from this enormous pie can be essential for both brand recognition and economic growth and stability. The biggest step toward nabbing the slice is letting potential guests know the distillery exists. Actually taking that first step may be fraught with nervousness and intimidation for a new craft brand. This is of course understandable — putting yourself out there in any situation can be hard, be it distilling or dating. Fortunately, there are a few tactics you can use to ease into the process.
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ad While industry-focused promotional sites like Destination Distillery can bring your distillery front and center to aficionados, bringing in other resources can help lure the casual imbiber. In Brooklyn’s Red Hook neighborhood, Widow Jane takes a full-court press approach to promoting their distillery — no small task considering New York City is home to some 9 million residents and has an avalanche of activities to consider. They have a profile on Destination Distillery, but they also work with resources like the New York City Tourism Board and Red Hook’s Committee and Commissions Board to help attract visitors. “We try to have representation as much as we can out there, and there’s so many ways to do this,” explains Michelle Clark, vice president at Widow Jane. “Even a source like Yelp can help get the word out.”
HOW CAN A DIST ILLE RY GET ON THE NAT IONA L RAD AR?
Getting your distillery into public consciousness takes work, but it doesn’t necessarily require a ton of heavy lifting. Getting involved with an organization focused on distillery promotion can be an essential way to lighten the load. One such organization is Destination Distillery, a WRITTEN BY RICH MANNING Distilling success often starts with free website-based initiative operated by the Distilled owning your backyard. Establishing Spirits Council of the United States (DISCUS) allowa healthy local or regional presence esing distilleries to share detailed information, stories, and tablishes connections and brand loyalty with any other elements that can garner the attention of potential guests. locals, which can provide you with enough stability to According to DISCUS communications manager Audrey Woods, the expand your reach with confidence. “Building camaraprimary goal of Destination Distillery is to help distilleries — includderie with your community is worth its weight in gold,” ing those in the craft sector — take advantage of the post-pandemic rise explained Lucas Huff, national spirits ambassador for in distillery tourism and travel. Minden Mill Distillery in Minden, Nevada. “Being part “We know craft distilleries don’t always have robust marketing dolof the community is what brings in that second, third, lars, and we want people to know that they exist,” she explained. “We and fourth visit. We can’t sustain our business if we’re just also want to help distilleries promote what makes them unique, whethbringing in one-time visitors.” er it’s their location or if they’re using unique techniques or if they’re Establishing local rapport takes on many forms, from attached to history.” operating an on-site cocktail bar and hosting cocktail W W W . ARTISANSPIRITMAG . C O M
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