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STORYTELLING AS STRATEGY
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Written by Jason Barrett
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n our last article we talked about the importance of public relations in craft distilling. The strategic management of communication between an organization and its stakeholders is vital in today’s crowded marketplace. One of our recommendations for building a successful public relations strategy is to develop a strong brand story and narrative. By now you have heard it a thousand times, but it still holds true that compelling narratives that connect with consumers on an emotional level can foster brand loyalty and drive sales. This is especially true for craft spirits, where the focus is often on small-batch production, unique ingredients, and artisanal techniques. Over time, the narrative we’ve told has remained true to the ideals and values of
our founding but has also evolved and grown along with our business. Today we make our mark by telling the story of Black Button’s family history, as well as our unique distillation process that we call “Rochester style,” a narrative that is directly tied to our physical location. (Tying a narrative to a geographic location has been used frequently because it helps people remember a distinct feature of a product or style. Take Empire Rye, for example.) Storytelling can encourage word-ofmouth and promote interest in and curiosity about spirits. This is nothing new. In fact, it’s ancient. Alcoholic beverages have long been intertwined with rich histories and cultural or geographic significance. Storytelling is used because it’s effective.
A Sip Through History: Calvados & Brandy Take, for instance, the tales woven around two iconic spirits: Calvados and brandy. Calvados, hailing from the rolling hills of Normandy in France, boasts a vibrant past. Legend attributes its origin to a peasant who, in the 16th century, discovered a way to distill leftover cider. This humble beginning soon blossomed into a thriving industry, and by the 19th century, Calvados had garnered international recognition. During World War II, Nazi occupation led to widespread destruction of Calvados orchards and distilleries. Post-war, a dedicated effort went into reviving the industry, a testament to the resilience of the Calvados tradition. Across the English Channel, brandy also boasts
Alcoholic beverages have long been intertwined with rich histories and cultural or geographic significance. Storytelling is used -because it’s effective. ------------------
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