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some markets. That seems like it’s a one-in-a-million stroke of luck, but it’s possibly replicable. However, it's worth noting that while high demand is often a good thing; not being able to meet it is bad. The most important thing in pursuing hype sales is to get the press and social media talking about the product. One such way to garner this attention is to submit samples to notable reviewers, publications, and blogs. Remember, you are submitting these for an honest review. Make sure to put your best foot forward with anything you submit. Another avenue to pursue is to send samples to prominent social media influencers whose opinions consumers trust. Marketing works best when the target audience doesn't know they’re being marketed to. That drives interest in a big way. But the holy grail of good press is, of course, huge-name competitions. They are expensive to get into, they are highly competitive, and you have little control over whether your investment in the entry fee is ultimately worth it. But if you truly believe in your product it can be worth the gamble of trying to garner the notoriety of winning a medal in a competition like the San Francisco International Spirits Competition. Perhaps, though, hype sales over your product aren’t exactly what you’re looking for. Maybe you just want to ride on the waves without making new ones yourself. The way to make that happen is straightforward. Your products have to be good, your branding and packaging need to be top notch, and the products need to be affordable. It's not as glamorous as Beanie babies, but that's probably a good thing.

George B. Catallo is the “Whiskey Guy” and Floor/Social Media Manager at Parkway Wine and Liquor in Rochester, NY. He has been in the beverage industry since he turned twenty-one and has worked as the Bar Operations Manager of a wine bar, an Assistant Distiller and Supplier Rep for a craft distillery, and has even hosted a spirits review web series on YouTube under the moniker 'Just One Dram.'

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THE OBVIOUS CHOICE FOR WHISKEY HIGHLY AROMATIC NEW-MAKE SPIRIT SafSpirit™ D-53 SCOTCH AND SINGLE MALT WHISKEY SafSpirit™ M-1 BOURBON AND AMERICAN WHISKEY SafSpirit™ USW-6

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Profile for Artisan Spirit Magazine

Artisan Spirit: Spring 2021  

The magazine for craft distillers and their fans.

Artisan Spirit: Spring 2021  

The magazine for craft distillers and their fans.

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