MARKETING YOUR PRODUCT SINCE MAKING MAKING IT’S IT’S SINCE ONLYHALF HALFTHE THEFUN FUN ONLY
WRITTEN BY JEANNE RUNKLE
our bottles just hit the shelf! You’ve
are things like print ads, radio, social
too. I’m sure we’ve all seen the news on
poured blood, sweat, tears and
media, community events. Your tactics
distasteful and offensive tweets by brands
money into your still and your chosen elixir
are the things available within those
and celebrities — don’t be that guy.
was revealed. You’ve run the gauntlet of
channels — a banner ad, promoted posts,
the TTB, and the myriad other legalities
festivals. These depend on your budget,
of distilling. And you’ve found someone
time and overall marketing know-how.
You mostly need to live under a rock
to distribute your juice or you’ve pounded
Keep reading, we’ll teach you a few tricks
to not be at least passingly familiar with
the pavement yourself, getting your baby
to help get you started.
social media. Even if you’ve never used
out into the world. Cue the triumphant music! Pour a glass to celebrate! But you’re not done. Far from it.
YOUR BRAND...IS YOU
SOCIAL MEDIA — POST THIS, NOT THAT
Facebook, chances are someone you know has. It can be difficult to decide
There’s more talk than ever about
where to start: Facebook, Twitter, Insta-
If no one knows about you, and they see
branding. Who are you? What do you
what? Here’s a quick list of the five big
your bottle on the shelf, why will they buy
stand for? How do you make what you
social media sites, how their content
yours over a name they know? Sure, some
make? And sometimes, WHY do you make
works and how to choose. One word of
may be curious and that might sell a few
it? That’s all part of brand. At this point,
warning on any of these social media
bottles. But what about the rest? Since
you’ve chosen the look of your bottle
channels: it’s important to maintain your
you’re likely in this to sell more than just
and what’s called positioning — are you
branding in your posts. If your identity
a few bottles, let’s explore marketing.
an ultra-premium product? Super? The
doesn’t include funny memes or pictures
label tells your story, along with your
of cats doing strange things, save that for
website, social media, advertising, and
your personal account.
THE BASICS There are two basic concepts that
who’s pouring your hooch at an event.
will help you understand how marketing
Make sure that the face of your product
works: strategy and channels/tactics.
is clear and engaging — make it you. The
Blogging is another way to reach a
Strategy is just what it sounds like: who
authenticity that craft distillers bring to
few people who reach many people.
are your customers? Where do they shop?
the market should never be discounted.
Bloggers are very passionate about their
What do they like? What’s their income
Now more than ever, consumers want a
chosen topic — food, travel, babies,
look like and how much do they spend
brand they can believe in and feel good
puppies, cocktails. You name it, there’s
on discretionary things like alcohol? The
about buying. Give it to them. Tell your
a blog for it. A little internet research
second part is channels and tactics — the
story through your brand. Make sure it’s
can help get you on your way to a new
execution part of your strategy. Channels
consistent throughout all your channels,
fan base. Try searching “<your city>
BLOGGERS — WHO?
The magazine for craft distillers and their fans.