WHITE CLAW LAUNCHES A VODKA

Its connection to its brand identity lies in utilising its wave-filled logo. Yes, its Triple Wave Filtered, don’t you know. Apparently: “The first-of-its-kind filtration process uses tremendous pressure equal to three 30-foot waves to create a vodka with distinctive taste, aroma and smoothness.” We don’t quite know what that means either.

But here comes the kicker. According to the brand, it is taking advantage of a change in US regulations that means vodka no longer needs to be "without distinctive character, aroma, taste, or colour".

Founder & CEO, The Mark Anthony Group of Companies, Anthony von Mandl says: "We believe that quality vodka shouldn't be defined by what it lacks, and we seized the enormous opportunity to create a distinctive spirit."

It’s available as a straight vodka and a line of flavoured variants. Cool. But confusingly, the brand has also launched a line of RTD vodka sodas in Pineapple, Peach, Wild Cherry, and Watermelon varieties, which don’t look much different, nor at 100-calories, offer much different than its original hard seltzers.

WHAT DOES IT ALL MEAN?

So, let’s be blunt…. It seems like the category is having somewhat of an identity crisis. Or at least, brand owners seem increasingly confused as to what to do next to keep consumers a) interested and b) within their brands. Some would say it’s an inevitable problem. When you have a surge of brands all offering liquids so similar, with branding so similar (step forward to white slim can) how do you ensure consumers keep coming back to your brand and your brand alone? Possibly, when you market yourselves on neutrality, you can’t.

Seasonal variants have been one answer to this conundrum. However, even here momentum and ideas appear to be waning. The star of Truly’s latest seasonal variety pack was a mystery, unidentified flavour, that it asked consumers to guess. Which feels ironic.

White Claw’s move however feels like an outright vote of no confidence. Though the category itself was created essentially by brewers facing dwindling sales who wanted an in on something mass appeal and sessionable, White Claw’s new venture looks and feels like it’s building itself an ‘out’.

Let’s ignore the positions of existing brands that continue to opt into the category for a second. White Claw now raises an interesting question; are the brand names and identities unique to hard seltzers now stronger than the category itself?

Though Bud Light’s identity crisis campaign seems to decidedly say that no, they’re not, it sure looks like White Claw is hoping so. White Claw Premium Vodka seems to be the canary in the coal mine and a clear indicator that – to quote the incredible Whoopi Goldberg for no reason at all, other than that we wanted to - hard seltzers, you in danger girl.

LIQUID FOUNDERS: SEB BARNICK, PLEASANT LAND DISTILLERY

WHAT MADE YOU THINK THERE WAS AN OPPORTUNITY FOR ‘ANOTHER’ NEW DISTILLERY?

The contract distilling landscape in the UK is a really interesting one. The gin brand explosion of the past decade has sparked lots of innovation and democratised access to building a brand and to owning a distillery. The construction of a distillery is costly and realistically, the expense isn't worth it unless you are making around 50,000 bottles per year. This means that it makes a lot of business sense to have an expert make it for you. Especially when you take into account all the permissions, audits, food safety and logistics required to make it work!

The low technical barrier to entry for gin means there are now hundreds of self-styled master distillers out there but in reality you can count the number of professionally trained (IBD or Herriot Watt) contract distillers on one hand and within that, they are all solely focused on compounding (liqueurs) and rectification (gin/ spiced rum). For people looking to create incredible products from scratch, the options are non-existent and Pleasant Land Distillery now provides a sustainable option to do this. Also, when we started, the other distillers were all at production capacity and we have been responsibly producing new and interesting spirits ever since!

WHAT ARE YOU DOING DIFFERENTLY TO OTHER ENGLISH DISTILLERS OUT THERE?

Firstly, we are a team of experts with a wealth of experience in the production and business of spirits. Our transparency and commitment to being the good guys means that our customers stay with us.

Secondly, our commitment to environmental stewardship means that brands who start with us are well placed with their green credentials to meet consumers demand for environmentally friendly products.

Thirdly, the sky is the limit in terms of what we can achieve. We have an amazing array of stills and areable to make pretty much anything, from anything.

WHAT AREAS ARE YOU EXCITED ABOUT IN TERMS OF NEW THINGS HAPPENING IN DISTILLING?

The gin craze has really educated the consumer on quality and flavour, meaning that it is no longer enough to make a standard product and slap the word "Craft" on it somewhere. This has led to some serious grass roots innovation in the industry, ranging from the modernist distilling movements at places like Empirical's Koji and kombucha distillates all the way to people bold enough to take a spirit from its traditional home and trial it in a new location such as South African agave spirits. The world is our oyster and people are wise to the true craft involved in a quality product.

WHAT DO YOU BELIEVE IS THE KEY TO THE LONG-TERM SUCCESS OF PLEASANT LAND DISTILLERY?

In this day and age we are dominated by a lack of borrowing opportunity, supply chain crisis and uncertainty. In order to succeed we

WHAT IS THE BEST AND THE WORST THING ABOUT BEING AN INDEPENDENT BRAND OWNER?

The best thing about it is the amazing team of people I get to work with to collectively channel our creativity into some incredible products. The worst thing is now being unable to enjoy a mediocre drink in a dive bar, although I am not against trying.

WHAT ADVICE WOULD YOU GIVE TO AN ENTREPRENEUR LOOKING TO START A DRINK BRAND?

The best advice I would give is to make sure it is not a product for everyone. The world is a big place and success comes from owning your niche.

Spring 2023

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