AlcoTest-RI

Alcohol Proof Measurement System

Adding Precision to the Art of Craft Distilling · · · ·

TTB Approved Density Meter Easy to Use Measure Proof even for Obscured Sprits System meets TTB compliance requirements for % ABV measurements of obscured spirits while reducing up to 75-90% of lab distillations. · 3 Year Warranty Ask about a free on-site Demo · 20 Year Service Guarantee

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Brand Health For better or worse, the spirits industry is brand-based. While the liquid is very important, no one will discover it unless the branding is strong. Spirit consumers tend to exhibit strong shopping tendencies, first through the dual lens of image and price, usually not deciding on purchase decisions until they are looking at the shelf. Many brands have a weak position and drive little emotion from consumers. However, before a bottle can even be picked up and turned over to tell its story, it must evoke a reaction. While above-the-line marketing is essential, keep in mind with today’s shopping habits, you must be priced accordingly and have a label reflective of your brand that speaks to your target market. It is incredible (unfortunately) how much something tastes better/worse when a fancy new label is applied, not to mention, the industry takes note. While the packaging is critical, be sure you have plans for increasing the age of your products as well. The consumer is becoming wise to what age statements mean, or what the lack thereof might imply. Current trends lean toward new products aging a minimum of two years in 25-gallon barrels, and ideally three years or more for rye and at least four years for bourbon in traditional 53-gallon barrels.

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There is much momentum in the spirits world, and for the most part, everyone is making good progress. Continual improvement is vital for success as the bar is becoming higher and higher, and the outlets for distribution are becoming tighter and tighter, and the competition stronger and stronger. The long-view operator is striving to be best-in-class and is continuously monitoring all of the variables necessary to reach that goal.

Scott Schiller is managing director of Thoroughbred Spirits Group. For more information visit www.tbspirits.com or call (312) 809-8202. PRODUCT & BRAND DEVELOPMENT STRATEGY & FINANCIAL PLANNING PRODUCT LAUNCH SALES, MARKETING & OPERATIONS

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