Category: Distillery

Grassroots Marketing in the Summer

Cyndi
people raising their arms to the beautiful sunset on a beach in the summer

By: Hanifa Sekandi

Summer is here! A time of the year that beverage brands should take full advantage of. The weather is hot, people are outdoors, and the overall mood is vibrant. The truth is, it is hard to predict how your beverage will perform during the warmer months. But if you have your skin in the game and decide to play beverage marketing ball, the summer is fair game. Those who put forth their best effort will reap the benefits. A marketing method often underutilized in today’s marketing landscape is grassroots marketing. It is an old-school approach to market your brand, but it is still quite effective.

  This style of marketing allows brands to connect with their audience truly. Be in the thick of it, see what people are talking about. Remember the door-to-door salesman? Probably more so from watching movies that depict a man going door to door selling appliances. This form of direct marketing and sales was quite effective. Believe it or not, it still is. Understandably, you cannot sell your beverage door to door, but you can share promotional offers via mail. It is a great way to showcase summer promotions and discounts at local stores that sell your beverages.

  Another opportunity is planning in-store events. Get your audience excited about your in-store event by advertising free items they will receive during this event or when they purchase your product. This allows you to meet them face to face and get some feedback on your beverage or some great ideas, like cocktail recipes that people like to make using your beverage.

Skip the Details

  Yes, the details matter when it comes to savvy marketing. Your marketing team needs to create campaigns that appeal to your audience. The details that you should not get lost in are the research. Research is essential, but it is not the end-all be-all. Many agencies will tell you to spend a lot of time on research. Many months go by, and some companies are still researching without moving the needle. Research fatigue is costly and will not guarantee optimal results. Instead, streamline and simplify your research approach. The benefit of grassroots marketing is that it requires brands to be bold. Knowing who you want to reach and simply going after it. A phenomenon that many see when looking at the success of a marketing strategy going haphazardly viral on social media. How did they do it?

  What brands and agencies can learn from influencers who have been able to build lucrative personal brands is their go-for-it attitude. They conduct little research, lead with an idea, and have the wherewithal to put themselves out there. Your brand may want to reach out to one of these modern marketing gurus who have cut through the noise. Their voices are so powerful that people will buy the products they recommend without question. A great example of modern-day grassroots marketing. Word of mouth sells many products, and social media has put this form of marketing on a giant stage. Have you heard of the influencer Nina Pool? She mentions a product, and it sells out. People trust her because she believes in the products that she showcases. If she had a beverage in hand and said it was the best she had ever had, people would believe her and buy it.

  Do you have a new whiskey brand? Is your beverage a must-have poolside drink of the summer? Show them. Let them, your audience, see your beverage in action. With real people drinking it, talking about it, and enjoying it. There is no research needed for this. Film great content and make it relatable. Some companies recognize that this old-school approach works. As a result, they are hiring in-house content creators who dedicate their time to showcasing their products.

Go Rogue

  Experiment with your marketing in the summer. From in-store popups, distributing your beverage at a festival, or being a sponsor. Grassroots marketing is an immersive experience. It is for brands that desire to be a social phenomenon. Brands that aspire to be associated with memorable moments.  For example, Sally makes homemade kombucha for her friends and family. She realizes that she could make a business out of it. Her friends and family love it when she brings her homebrew to barbeques. She decides to give her neighbors some samples. Before she knows it, her neighbors ask if they can purchase a few bottles weekly. Due to neighborhood demand, Sally decides to approach a few local stores in her neighborhood to sell Sally’s Kombucha.

  She maintains her local neighborhood sales while also distributing to nearby stores. Sally loves sharing her freshly brewed kombucha so much that she has a stand at the local farmer’s markets and weekend book fair in her town. Sally grew her business with no research. She unknowingly became a grassroots marketing expert because she had an idea and went for it. She did not have a large marketing budget, but she had the will and belief that she had a great product. Her ability to connect with her audience also allowed her to get real-time reviews.

  You’re not Sally, but you could be. Let’s say you are Joe, CEO of a popular beverage brand, preparing for your summer campaigns. If you have a good marketing budget, you can get your product distributed in multiple stores and participate in many local farmers’ markets, festivals, and events your audience attends. Joe has the budget to market his brand and to conduct research. Joe noticed that last summer, his company underperformed while newer beverages surpassed his in popularity. He believed that the hours of market research would surely help them keep their standing as the best beverage of the summer. They devised a marketing campaign based on their research and spent a lot of money, so what went wrong? Nothing went wrong, Joe’s beverage still did fairly well, just not as well as the other beverage brands that adopted grassroots marketing, put their consumer first.

  These brands, like Sally, may not have had large marketing budgets or a fancy agency to help crunch market research numbers. What they did have was a belief in their product. They looked for people like them, people who they believed would enjoy their beverage. If you do not believe in your product, you cannot expect others to. The reality is that people are always looking for something new and are drawn to brands that they feel connected to. Connection starts with real-life experiences, which is the door-to-door salesman’s ideal. Many people bought appliances during these times when they did not need them.

Be Young Again

  Remember when you were young and fell in love with a product. You would go to school and tell all your friends about it. Before you knew it, everyone in your class had the same toy or snack your mom packed in your lunch. Have you ever noticed that there are popular snacks that seem to be in every child’s lunchbox that you have never seen advertisements for? Or that toy, Sophie la girafe, that every baby needs?  So, moms run out and buy it. Grassroots marketing is word of mouth. Approach your beverage brand with the same enthusiasm as if it were the best beverage you have ever sipped. Whether on social media, at a farmers market, festival, or any place, you can promote your product. Are you a brand rep? Bring your beverage to every party, and ensure everyone attending tries it.

  Host office parties, or better yet, block parties, so people can try your beverage. Gift local store managers and buyers with your beverage. Sponsor smaller musicians who can appeal to another audience. The more people hear about your brand and see people they know consume it, they will be compelled to try it and, in turn, purchase it.

  The summer is a lively time of year. People are open to trying new beverages during this time. More so than they are during colder months. Whether your beverage has a tropical punch for those who love this flavor profile, or you are a beverage that appeals to those cutting calories in favor of their summer physiques. The warmer months allow you to get out there and meet people. To be not just a salesperson but a customer yourself. Exude the persona you desire to reach.

  This approach will leave a lasting impression and help you build a beverage brand movement. People will look forward to seeing you at events and happily share with their friends how great your product is. Exclaim that your beverage is a great addition to that summer at the cottage or birthday party.

Expand Your Beverage Portfolio with Craft Spirits

Cyndi
craft distillery still equipment

By: Kris Bohm of Distillery Now Consulting

In today’s business climate some breweries and wineries are struggling to grow their sales. While beer and wine are not growing in sales like they were in years past, craft spirits continue to grow in market share year over year. There is a prime opportunity for your beverage business to expand your portfolio by producing distilled spirits. Many brewers and winemakers have considered the idea of a distillery but may not know where to start. The tools needed in a distillery like pumps, tanks and hoses are like the equipment found in breweries and wineries. Brewers who want to jump into making distilled spirits have most of the knowledge, tools and skills needed to manufacture great whiskey from malted barley. If you want to start making distilled spirits, we are here to help. Let’s talk about selecting the correct equipment for a brewery or winery to make delicious, distilled spirits without breaking the bank.

  Taking the dream of making distilled spirits and putting it down on paper is the first step to take.

  Take a moment and try to answer the questions below. The answers to these questions will drive your decisions.

•  Do you want to make whiskey, vodka, gin, rum, brandy or do you plan to make all of them?

•  How large is your existing equipment and what size still should be paired to match your equipment?

•  How many square feet of workspace can you dedicate to distilling?

•  What do you want your still to look like? Will it be a shiny copper showpiece or a stainless economical work horse?

  A common question that comes up early is aimed at selecting a still size. People will ask, how big of a still should I get? The answer to this question is different for nearly all operations. What is more important to consider than how big your still should be is what is too small of a still. A common issue faced by new distilleries is that they start their production with far too small of a still. Some folks start so small that they outgrow the capacity to produce enough spirits within a year.

  A still that is much smaller than 200 gallon will hinder your distillery from growing to produce a meaningful amount of spirits. The smaller a still is the larger your labor cost and time commitment will be to operate the equipment. Depending on the configuration of a still and the ABV of the wash a 200 gallon still can produce a single whiskey barrel per day by doing multiple distillations.

  Do not go too small on your still, you will regret it when you see how small the output is. The price of a still does not increase linearly based on size.  A larger still only costs slightly more than a similarly designed smaller still. The larger a still is the less you will spend on labor, and we all know that the cost of labor adds up fast.

  Taking some time to estimate necessary spirit production and sizing equipment appropriately is essential. New startups often underestimate the real quantities of spirits needing to be produced to be successful and profitable. Planning production far out is essential if you are going to distill spirits like whiskey or brandy that need to age for years before they are ready to bottle.

  Whiskies are an immensely popular type of spirit whether it is bourbon, rye whiskey or single malt. All of these spirits spend years in the barrel before they are bottled. Production planning should be based on the size of your existing equipment and how much additional capacity it has. Ideally your production of wine, wash, or beer to be distilled should not inhibit your production of the core products your business is founded on.

  Working through these numbers will help with the financial commitments created by expanding your product line up to include distilled spirits. A common rule of thumb in sizing a still is to size it to half the size of a fermenter. So, for example if you have 1000-gallon fermenters, it makes sense to have a 500 gallon still.

  It seems obvious but it is important to state that your products need to taste good. If the aged products you plan to make are going to compete like other distilled spirits, they will need time to mature. There are no proven shortcuts to speed up the process of maturation, but there are plenty of examples of self-proclaimed “rapid aged” products that flopped. It is helpful to learn from others’ mistakes here and take it into account as you plan production years into the future. If you buy a small still that can produce enough product to meet initial demand you are planning for problems when growth takes hold. A small still may not be able to make enough spirits that need to age and then meet demand several years down the road. The more spirits you can produce early on and are putting in barrels every day the more potential you have to grow.

  One of the most common mistakes distilleries make in their early years is not producing enough spirits to age. To limit the growth of your business by selecting too small of equipment can be a costly mistake. Budgeting for the cost of raw materials and labor is essential to maximize production capacity and control cost. Selecting the perfect size still or stills is a complex decision to make. There are many underlying factors that must be carefully assessed to make sure you pick the right still with confidence.

  Equipment budgets can vary immensely depending on the equipment manufacture and design. You must budget not only for the cost of the still but for the cost of installation as well. Most stills need steam lines, cooling lines and electricity which can add considerable cost to the equipment.

  A budget for other smaller equipment should also be considered. Tanks are needed for spirit storage and lab equipment is needed to measure and manage production. A consideration that cannot be ignored is the size of the facility where the equipment will be installed.

  While a still does not need too much space, there is other equipment that does take space, such as spirit storage tanks, barrels for aging spirits and bottled products.  If you only have 500 square feet of space set aside for your new distilling equipment this may be tough to make things work well. In a 500 sq foot space a 500 gallon still might fit well into your building, but it leaves no room for the still operation and people to operate the equipment. Take some time to decide how much space your distillery can occupy. This information will help you make decisions on how big of equipment to buy.

  In some cases, production goals are the primary factor when planning a distillery. If allocated space is not a limiting aspect, then production should be the next deciding element. This critical factor must be given extensive thought and planning. If you want a distillery that has the capacity to produce thousands of barrels of whiskey every year you are going to need big equipment. 

  While a 250 gallon still can be worked hard to produce over 100 barrels of whiskey a year it will not be able to make much more than that. Sizing the still for the long-term production goals of a distillery will help you stay ahead of your growing pains. If you do really want to produce thousands of barrels you may want to consider a continuous column still.

  To make great spirits you’re going to need skilled labor. For your business to make the best spirits possible from day one it is a wise investment to bring in an experienced distiller to help guide the process and oversee the distilling. Although there are many similarities in equipment and processes used by breweries and wineries that are also employed distilleries, there are also vast differences in the process and in the regulation of these industries.

  An experienced distiller can bring the knowledge and expertise to the table to help you make the best whiskeys possible and also ensure it is done in a way that is compliant with regulations. One route often taken is to hire a distillery consultant to train employees and establish operating procedures.

  The process and investment to build a brewery or winery is an expensive endeavor. Most of these facilities have idle equipment and are not run constantly. Increasing the use of your equipment to make distilled spirits can create new revenue streams. The simple addition of a still can create the opportunity to create new products and at the same time increase usage of idle equipment.

  This is good for the business as it can create greater economies of scale. To do this effectively it is paramount to select the right size still for your business. There are many opportunities to diversify your business and wineries and breweries are well positioned  to create new products and expand market share easily. If your business is ready to take the leap into distilled spirits now is the time to do it. After all, good whiskey is delicious and with the addition of a still beer can be distilled and transformed into great whiskey.

Ideas for a Successful Summer Season

Cyndi
crowd gathered in front of band performing at Short's Brewing

By: David DeLorenzo, Bar and Restaurant Insurance

Depending on what part of the country you live in, summertime can be a boon or a bust for bar and restaurant businesses. But regardless of the time of year, there are many things food and beverage establishments can do to boost sales and attract customers, new and returning. So, let the summertime vibes guide you to a successful season.

  Across the country, the restaurant industry is an economic powerhouse in any season. According to the National Restaurant Association’s 2025 State of the Restaurant Industry report, thanks to resilient consumer demand, the industry is expected to reach $1.5T in sales and employ 15.9M by the end of this year. One of the keys to success for restaurateurs is “expanding customers’ perceived sense of ‘value’ beyond pricing through hospitality and enhanced dining experiences, especially those that draw more on-premises business.”

  With that in mind, consider these tips to offer guests a unique experience with added value that will encourage them to stop in, stay awhile and return all summer long.

Create an experience: Placing a heavy emphasis on service and hospitality and presenting a welcoming environment that promotes socialization and an inviting on-premises experience is essential in boosting business. Consider your location and play to your strengths. For example, if your establishment is in the path of a farmers’ market or art walk, develop specials and promotions surrounding those events. Offer a special breakfast burrito on the morning of the farmers’ market or hire a local artist to do a live painting demo during the art walk to create memorable dining experiences for locals and visitors alike. If your establishment has a large patio and great views, offer “sunset specials” and encourage diners to arrive early to secure a great outdoor spot where they can enjoy their meal as they take in spectacular views as the sun goes down.  

Present summertime specials: Take advantage of the season and use it as an opportunity to present special menu items and beverages that are limited time only. Think light, fresh, easy bites and beverages featuring seasonal produce and fruits. Get creative with naming menu items and signature sips to help entice diners to give them a try. These menu items and beverages can be developed using ingredients your establishment already carries, so rather than reinventing the wheel, you are simply presenting a new version of a classic that takes on a seasonal twist. If your restaurant is privy to highly local or limited seasonal ingredients, this is a great way to use them to bring in business.

Get in the spirit of seasonal fun: Everyone loves a reason to celebrate, and luckily, there are plenty of opportunities to raise a glass throughout the summer. From Memorial Day to Independence Day to Labor Day, customers tend to be in “summer mode”—whether or not they are on vacation. So go with the flow and offer specials and festivities for these occasions and others. National observances such as National Fried Chicken Day (July 6), National Ice Cream Day (July 16), National Watermelon Day (Aug. 3), or National S’mores Day (Aug. 10) can also serve as inspiration for not only summertime menu items, but also for promotions to get more customers in the door.

Host special events: Summertime experiences can help bring customers in and encourage them to stay and play. For example, offering live music during happy hour and hosting trivia nights or karaoke contests are great ways to inspire your customers to spend more time in your establishment. These experiences also engage them and keep them coming back for more. All of these are positives regarding boosting your sales and creating new customer relationships. 

When in doubt, theme it out: Presenting a theme night is another smart and engaging way to reach a new or different demographic or encourage groups and parties to host an evening at your establishment. By presenting a varied calendar of theme nights, you can appeal to various demographics and interests. For example, 80s and 90s eras nights give guests a reason to gather their longtime friends and get a little nostalgic as they relive these popular decades. Host a fashion contest, offer themed food and beverage, or offer era-themed trivia. If the theme is popular and wide-ranging enough, you could reach out to other businesses in your area to create a progressive theme night in the community. This type of outreach is a vital way to network with other local companies and develop ideas and events for the good of the neighborhood—and the benefit of all.

Love your locals: High tourism seasons can be an excellent time for bars and restaurants to see peak sales. However, vacation visitors come and go, so investing in the community and local customers is essential. During low-tourism times, offer a special discount code for “locals only”—after all, everyone loves getting in on an exclusive deal that’s just for them, right? Loyalty programs are a key way to influence customers’ decisions about where to dine out. So why not create one just for the locals during slow tourism seasons to further build upon existing customer relationships and create new ones that you can continue to foster in any season?

Educate staff and customers: Even when trying to drum up business during slow seasons, it’s always important to abide by the laws—and to ensure your staff and customers do, too. This is especially true during high tourism seasons. When vacationing in another city or country, people may be more relaxed about their own moral values and the rules of the town or country in which they are visiting—particularly when alcohol is being consumed. That’s why it’s crucial to ensure staff is well-trained in detecting if a customer is already under the influence before they enter your establishment and also what to do if a customer begins to show signs of intoxication while dining. It’s crucial to ensure customers know the rules regarding things like to-go liquor, open container laws and the consequences of driving under the influence in your particular county or state.

  Whether summertime is a high-tourism season or low-tourism season for your establishment, creating memories and experiences for your diners is one of the greatest perks of being a restaurateur. Engaging with your clientele in any season is not only good for business, it’s great to building real friendships and community connections.

  Out of his passion for serving the restaurant and hospitality industry, David DeLorenzo created the Bar and Restaurant Insurance niche division of his father’s company, The Ambassador Group, which he purchased in 2009. For more than 20 years, he has been dedicated to helping protect and connect the hospitality industry in Arizona.

For more information visit…

barandrestaurantinsurance.com

High Wire Distilling Company

Cyndi

An Agriculturally Focused, Ingredient-Based Distillery

people sitting at bar in high wire distilling company

By: Gerald Dlubala

High Wire Distilling Company founder and co-owner Scott Blackwell has always been conscious of food and drink ingredients, even going back to his early teens. He was baking pies for extra cash by the time he turned 19 and eventually started his own bakery and coffee roasting business.

  The attention he gave to the agricultural terroir and ingredients felt exotic to him, like crafting fine wine. He was also intrigued by the chocolate and craft beer business, which was just beginning to gain popularity. Maintaining culinary focus and attention to ingredients, their origin, and how they are processed and treated along the way has always been important to him.

Curiosity and Craft Brewing Lead to Distilling Start

  It was a visit to Catamount Brewery in Vermont where Blackwell caught the craft brew bug.

  “I had never seen beer being made like that,” said Blackwell. “It was small and very cool to me. I was also interested in Sierra Nevada and Anchor Steam. After that experience, I swore I would only offer craft beer in my café. That turned out to be a bit premature since few craft beers were around in 1990. But my curiosity and interest never wavered and led me to host a monthly homebrew club.”

  That sustained interest led him to consider opening his own craft brewery in the early 2000s. He and his wife/cofounder, Ann Marshall, were running a bakery but were looking to sell and move forward to their next chapter.

  “I thought this may be my opportunity to open my own craft brewery,” said Blackwell. “We would go into the store to look at local beers and visit craft breweries. Ann wondered what we would bring to the table to be unique and differentiate our beer from what was already out there. She always researched craft beer data; at the bottom of the page, there was always a small section about craft spirits. This was around 2010, and there weren’t a lot of US craft distilleries around yet, so she mentioned that maybe we should look at that. We knew nothing about running a commercial brewery, but we knew fermentation techniques, quality ingredients, and how to manipulate them together to get the desired outcome. I was dismissive at first, but then we decided to take a trip and visit some distilleries.”

  Rather than go to Kentucky, they traveled to Portland, Oregon, where the craft distillery scene was blossoming, with about 12 craft distilleries in operation. Blackwell visited a handful of them, including House Spirits, while they were making Aviation Gin. He was impressed with their production and researched more brands, intrigued by their uniquely flavored liqueurs and spirits.

  “Coming from a natural and organic business, I really liked what I saw,” said Blackwell. “I don’t like fake flavors or imitation colors or things of that nature, so these products made from actual agricultural products and turned into this liqueur was very cool. That’s when I thought that maybe we should try this.”

  It was a fresh start, as neither had any real distilling experience. For personal reasons, Scott and Ann knew they would sell the bakery and move to Charleston, but now they would also take advantage of that area’s robust tourism market.

  “It happened fast once the decision was made,” said Blackwell. “We sold the bakery on New Year’s Eve 2012 and moved to Charleston in January 2013. We started construction and began High Wire Distillery in February 2013. Asheville Distillery agreed to make rum for us because I thought rum would be a big thing for us being in a port city and help pay some bills early. Later, they also made some rye for us.”

A Fateful Meeting with Lasting Advice

  “During one of those rye runs, I met longtime Master Distiller Dave Pickerell,” said Blackwell. “He was helping craft distilleries throughout the country and agreed to help us. We had an old garage behind a dealership. I bought a used, 2000-liter Kothe hybrid still and set up a 14-seat tasting room in about 6000 square foot space total. We got corn, made mash, and got going. I had been brewing, so I understood fermentation, and I knew grains from my baking experience, so we made the first few whiskies with Pickerell’s help. After that, he walked us through the process and assured me I had the background to understand and succeed at this business. I still had to learn more about our still, finishing, and barrels. Pickerell’s most effective advice that stuck with us was to find our place. We can’t try to put out and outmake a Makers Mark product. We need to put out a High Wire product. We were determined to follow that advice, opening our doors in December 2013.”

  As an ingredient-focused person, Blackwell wondered why there wasn’t more focus on corn as a flavoring agent in a mashbill since it was such a dominant ingredient. Since the area is known for grits and cornbread, he began researching corn as his flavoring grain, staying true to his culinary background.

  “We made several mashes using white and yellow heirloom corn,” said Blackwell. “They were good but not striking. We met up with Glenn Roberts, who owns Anson Mills, at a research farm at Clemson University in January 2014. He is known for heirloom grains and all sorts of corn varietals. That was when Jimmy Red (James Allen Red), a corn with a deep, rich color, got our attention visually and in a tasting. After learning all about it and being told it was an excellent choice, we also found out that it was a forgotten corn, nearly extinct, and that there just wasn’t enough around physically for our needs. If we were determined to use Jimmy Red, we’d have to grow our own, so that’s exactly what we did in conjunction with Clemson University’s research farm.”

  “They started organically farming and growing 2.3 acres of Jimmy Red for us. All joking aside, I’ll tell you I was there every week watching corn grow until the fall harvest. I was fascinated by the seed-to-pollination process. We mashed the Jimmy Red as 100% corn, and I immediately knew it was different. Fermentation was different, with a big thick oil cap, super starchy, and then on the grain distillation. When it came off the still, the viscosity was thicker and heavier with more spiced notes, which excited us.

  We also made watermelon brandy and an Agricole-style rum from fresh sugar cane juice that we got from a syrup maker here, among other things. This was when we solidified our identity as an agriculturally focused and ingredient-based distillery.”

  Blackwell remains focused on the farming of the varietal, how it is farmed, treated, and affected by the soil and weather, and what farms they choose to use.

  “We use four farms and barrel by individual farm,” Blackwell said. “When you get a single barrel from us, it is a single barrel from a single farm. We now grow 570 acres of Jimmy Red and produce 1500 barrels annually. We have about 23000 square feet here with 700 barrels on site. The rest are in a rickhouse at the Naval base. Currently, we’re sitting on about 5000 barrels of whiskey, most Jimmy Red.”

  Right before COVID hit, High Wire Distilling moved into a new building, adding an 8000-liter CARL still and a 50-gallon experimental still for tinkering projects.

  Additionally, Blackwell remained innovative in everything, including farming practices, yeasts, fermentations, distilling, mashing, barrels, etc. Like a winemaker or chef doing knife work for specific-looking results, he practices intentional focus to improve his product. Bottling is done onsite on a semiautomatic wine filler.

Always Making Things Better

  “Ninety-nine percent of our focus is on continually improving our products,” said Blackwell. “Being an ingredient guy, I’m always researching, and we’re growing out more corn varieties now. We took a trip to Mexico to learn more because that’s where corn originated. There are 59-63 unique varietals of corn; the rest are mixes of the original varietals. Thirty-eight of the original varietals originate in Oaxaca, the epicenter of traditional Mexican cooking. Each family in the village we visited has their own maize variety and uses it in their tortillas. We went house to house and tasted the varieties in tortilla form, and the flavors blew us away. That experience showed me that there is so much more for us to explore with corn while we also keep innovating with wheat and other ryes.”

  Blackwell tells Beverage Master Magazine that they also offer an immensely popular and in-demand authentic peach brandy using all-natural peaches from local orchards.

  “Peach brandy has been around forever,” added Blackwell. “It’s the American cognac, and since we are the second largest peach-producing state, it seemed like a natural thing for us to do. We don’t do a lot of finishing, but we use those dump barrels to finish some of our bourbon, and that product has also developed a massive following. Our experimental still gives us the opportunity to test our agriculturally focused curiosity and weaving of ingredients. At a suggestion from a friend, we also experimented with air-cured stave barrels vs. kiln-dried ones. The air-cured barrel batches came out with a noticeably better flavor, so since 2019, we’ve used air-cured barrels exclusively. We’ve got a lot of good things going on, but feel we’ve only scratched the surface. We just want to celebrate the great agriculture we’re working with and not screw it up.”

Plan A Visit and Learn About the Region

  “We’ve found that 90% of our visitors are first-time visitors from out of town,” said Blackwell. “So, my background in hospitality is on full display here. When you come in, you’ll notice the enormous glass wall that has you overlooking our pot still. We have a 2500 sq foot space with casual seating for about 65 guests. We also have a private room for small events or private parties. We serve wine and beer for those who want that. Visitors can enjoy tours, tastings, and flights while experiencing elevated tastings that feature ingredients sourced from the local farms we support. Guests can learn about our area and region’s uniqueness through our bartenders, who, in reality, are our educators and ambassadors. Eventually, we’d like to include a place to have flights and tastings over at the naval base.”

  High Wire Distilling’s culinary-focused spirits include a Revival Rye, made with locally sourced Wrens Abruzzi rye and known for its floral sweetness and white pepper notes. Their Southern Amaro includes locally foraged Charleston black tea, Dancy tangerine and mint. Their Hat Trick Gin contains crushed juniper berries, fresh lemon, and orange peel, and their Hometown vodka is 100% corn distilled over seven times.  High Wire Distilling added a bottled-in-bond Jimmy Red to their lineup last year, and Blackwell said they will be doing more age-dated cask strength options to satisfy the many requests.

  “We finally have whiskey of age,” said Blackwell. “Getting to this point is the result of our very hard work and now may allow us to spread our wings a little.”

  To learn more about High Wire Distilling Company and their Jimmy Red products, plan a visit or head to their website:

High Wire Distilling Company

311 Huger Street

Charleston, South Carolina

29403-4827

www.highwiredistilling.com

Info@HighWireDistilling.com

How to Elevate Your Products with the Best Flavorings

Cyndi
a man and two women around tubes and bottles

By: Alyssa L. Ochs

There will always be something appreciated and cherished about beer that tastes like beer and spirits that remind us of what we’ve always known and loved about them. However, there’s also significant value in the unique and creative additions of flavorings to our favorite craft beverages.

  Flavorings have the potential to help breweries and distilleries stand out in a crowded market if they are willing to experiment with classic flavors and emerging trends. Whether you use fruits, spices, herbs or aging techniques, flavorings offer endless possibilities to cater to consumer tastes and help beverage brands establish distinct, memorable identities.

To learn more about the possibilities of flavorings in the modern craft beverage industry, we connected with two prominent leaders in this field: Beck Flavors and Mother Murphy’s Flavors.

The Evolving Role of Craft Beverage Flavorings

  With thousands of breweries and distilleries operating across the country, distinguishing your business from the competition has never been more crucial. These days, running a successful craft beverage operation requires considerably more than just making a great product. Customized flavors offer brewers and distillers opportunities to create a unique identity while showcasing regional tastes and catering to a local customer base.

  Nick Palank, marketing manager for Beck Flavors, told Beverage Master how his company’s primary focus is collaborating with brewers to develop tailor-made flavor profiles that align with their brand identity, resonate with their target audience and leverage emerging trends.

  Beck Flavors is a family-run business that has been around since 1904, creating custom flavors for over a century. Based in Maryland Heights, Missouri, Beck Flavors serves various food and beverage sectors and prioritizes environmental sustainability and community engagement in the local St. Louis area.

Palank referenced recent Brewers Association statistics showing that fruit-forward beers account for a 25 percent increase in new craft beer releases. This indicates an increasing demand for refreshing, bold and complex flavors. He also pointed out how breweries are interested in creating desert-inspired beers with nostalgic and indulgent flavors while also pushing boundaries with tea-based fermentation and botanical infusions. Meanwhile, there is substantial interest in seasonal flavors and limited-edition releases, perhaps even collaborating with local chocolatiers, spice companies or coffee roasters. These efforts have the potential to boost taproom traffic as consumers embrace the changing seasons lean into shifts in their drinking preferences. 

  “With 65% of craft beer consumers actively seeking new flavors, breweries that embrace this trend have the potential to drive significant engagement and brand loyalty,” Palank said.

  “Our strategy combines market research, sensory testing and expert formulation to help breweries develop beers that aren’t just flavorful but also commercially successful,” Palank shared. “The craft beer industry thrives on creativity and innovation, and with the right custom flavors, microbreweries can craft not just a great beer, but a signature drinking experience that sets them apart from the competition and keeps customers coming back for more.”

  Beyond just traditional beer, Beck Flavors is also working with breweries in the ready-to-drink (RTD) and non-alcoholic (NA) spaces.

  For example, flavorings add depth and richness to NA beers so they don’t fall flat or taste undesirably simplistic. Lower-alcohol, session-style beers can incorporate flavors to entice casual drinkers looking for 4 percent ABV or less options. Meanwhile, hard seltzers, hard teas and kombuchas with added flavorings can expand RTD offerings and give consumers more choices based on their curiosities or wellness goals.

Current Flavoring Trends

  “We have been creating a lot of indulgent profiles, such as pumpkin cheesecake, and unique fruit profiles, such as clementine flavors,” Al Murphy, the CEO of Mother Murphy’s, told Beverage Master Magazine. “We are always trying to create new flavors for spirits that have never been used in the alcohol and beverage industry.”

  Mother Murphy’s is a family-owned food flavoring business that has been operating since 1946. Murphy family members still own and run the company, which is headquartered in Greensboro, North Carolina. From humble beginnings as a two-man side business, Mother Murphy’s has expanded to employ over 150 people and ship its flavorings to more than 30 countries.

  Murphy said that sweet, indulgent and fruit flavors are all trending right now, based on his company’s experience working with breweries and distilleries. As gathered from consumer preference research, he said their top 10 flavors were the following: mimosa, prickly pear, cucumber, blueberry, sour, rosé, ginger, mandarin/tangerine, blood/red orange and pear.

  To keep up with trends, Palank from Beck Flavors said that his company leverages market intelligence and consumer insights through comprehensive research, trend analysis and data-driven reports utilizing resources like Mintel, Innova, and Tastewise.

  With regard to 2025 trends shaping the beer industry, Palank said, “In the U.S., citrus remains a leading flavor in craft beer, with tropical flavors also showing high growth momentum. These flavors are approachable and familiar, making them a safe yet exciting choice for consumers. Microbreweries can experiment with combinations like pineapple and orange peel to create refreshing, vibrant beers. With consumers seeking globally inspired experiences, flavors like yuzu, calamansi, prickly pear and lychee are giving beers a fresh twist.”

  Palank also said that dessert-inspired flavors reminiscent of doughnuts, chocolate, or gelato invoke a sense of indulgence and nostalgia for childhood memories in consumers. Examples of these “special treat” beers include caramel pecan porters and cereal milk IPAs.

  “In Europe, the use of herbs and spices in craft beer is on the rise,” Palank said. “This trend is driven by the desire to enhance sensory experiences and flavor intensity. Pairing herbs with citrus flavors is particularly popular, offering a refreshing twist that appeals to consumers seeking novel taste experiences. Ingredients like cinnamon, hibiscus and Sichuan peppercorn are adding complexity to beer profiles.”

  Another interesting trend is hybrid beverages, which includes unique creations like tea-inspired beers, cocktail-inspired brews and coffee-infused lagers that push flavor boundaries to the next level.

How to Create Custom Products with Flavorings

  The process of getting started with flavorings involves reaching out to an expert company like these two highlighted here to discuss your motivation to try flavorings and devise a customized solution based on your company’s unique beverages. Both Mother Murphy’s and Beck Flavors offer the opportunity to request flavor samples to help you narrow down your options.

  “We don’t just create flavors — we help breweries craft memorable drinking experiences that set them apart in the industry,” said Beck Flavors’ senior applications manager and technical sales representative, Adam Berge. “By combining data-driven insights, expert formulation and meticulous testing, we partner with brewers to bring bold, innovative flavors to life, ensuring that every beer tells a story and captivates consumers.

  Berge went on to explain how his company conducts market intelligence and sensory research to identify trends and emerging consumer preferences before diving into flavor development. Once they identify a flavor direction, the research and development team takes over to develop a formulation that integrates with the company’s beverage style.

  “Once a flavor is developed, we offer breweries a sensory testing process to ensure that the final product delivers the intended aroma, taste and mouthfeel,” Berge said. “Sensory testing allows us to fine-tune intensity levels, identify any unexpected interactions and make necessary adjustments before full-scale production.”

  He emphasized the importance of ensuring a flavor is scalable and consistent across every batch. Successful flavors must perform reliably during all conditions to maintain a signature taste without confusing fluctuations from one drink to the next.

Considerations About Using Flavorings

  Al Murphy from Mother Murphy’s shared with us that one important consideration is to decide between natural or artificial formulations of flavorings for your beer or spirits.

  “Most companies use natural because they would like to have ‘natural’ on the label,” he explained. “Typically, artificial is cheaper, and you can use less but many companies don’t want ‘artificial’ on the label.”

  Murphy also mentioned a common mistake craft beverage producers make with flavorings.

  “Some distilleries don’t know how to use flavors in conjunction with acids and sugar,” he said. “They might know how to distill a spirit or blend a spirit, but they need a flavor partner that can help them create a flavored spirit product.”

  Beck Flavors’ principal flavor chemist, Rick Gibson, emphasized that craft beverage producers must integrate new flavors into their recipes to ensure balance, compatibility, stability and consumer appeal.

Gibson has nearly 50 years of flavor experience and is one of only around 400 Certified Flavored Chemists in the world.

  Gibson explained the importance of achieving the right balance between a beverage’s existing profile and a new flavor. For example, too much of any ingredient can overpower a beer, making it overwhelming or one-dimensional.

  “To prevent this, breweries should consider how flavors interact at different stages of the brewing process, including fermentation and conditioning,” Gibson said. “A well-integrated flavor should enhance rather than dominate, allowing drinkers to experience a harmonious blend of flavors with each sip. Our team at Beck Flavors works closely with brewers to fine-tune intensity levels, ensuring that every ingredient plays a complementary role in the final product.”

  There is also the crucial issue of pairing the right flavors with the right style of beverage. Some flavors naturally complement beverage profiles or are better suited to them, such as a bright citrus flavor paired with a hazy IPA or a coffee flavor paired with a porter.

  “Additionally, breweries should consider how flavor perception changes based on factors like alcohol content, body and carbonation levels,” Gibson said. “A highly carbonated saison may amplify herbal or floral notes, while a high-ABV imperial stout can support rich, dessert-inspired flavors like chocolate and maple. At Beck, we help breweries identify the best pairings based on their beer style and brand vision, ensuring that new flavors feel intentional rather than forced.”

  Beverage producers should consider how flavors impact shelf stability and product performance over time. Gibson noted that certain fruit extracts lose their vibrancy after a while, yet cinnamon and nutmeg become more pronounced as beverages naturally age.

  But ultimately, beverage producers must keep consumer preferences in mind at all times when implementing new flavors. Requesting in-person feedback and online reviews from loyal customers is an effective way to gauge interest in new flavored beverages and assess consumer behavior.

  “Understanding what drinkers are looking for — whether they’re adventurous craft beer enthusiasts or casual consumers seeking familiar, approachable flavors — is key to developing a product that sells,” Gibson said.

Hiring the Right Distillery Consultant

Cyndi
Kindred Spirits Consulting: Stephen Tomori
Kindred Spirits Consulting: Stephen Tomori

By: Gerald Dlubala

Distillery consultants aim to help their clients make smarter decisions and save money while assisting them to get their distillery operational. But how do you find the correct distillery consultant for your needs?

  Referrals and research are highly recommended but may not tell the whole story. Hiring a distillery consultant means bringing in someone who will sometimes become a business partner for up to three years. So, in addition to having the experience and history to help with your distillery, it is essential to hire a consultant who you are comfortable working with on a personality level. The following are some helpful tips from experienced distillery consultants on hiring the correct consultant and turning your distilling dream into reality.

Kindred Spirits Consulting: Stephen Tomori (Lead Photo)

  Kindred Spirits Consulting works with distilleries of all sizes, from nano-distilleries with 50-gallon stills to large, full-scale production facilities with continuous or multi-large batch capabilities. Owner and lead consultant Stephen Tomori got his start as a mechanical engineer, telling Beverage Master Magazine that he has always been intrigued by how and why things worked and how they could work better.

  Years of fitting large mechanical systems into residential and commercial buildings, including ducting and piping, made distillery consulting a natural transition. Tomori’s natural curiosity, distilling experience and drive to improve things helped him win over 30 awards in his first distillery build with spirits he developed and personally distilled. He has designed over 40 distilleries, with more coming nationally and internationally. As a master distiller, Tomori’s unique skill base has led him to help his clients win 108 awards, including golds, double golds, and platinum.

  “No project is too small or too large,” said Tomori. “We’ve done a good job getting our clients recognition, and that happens because we help them put out the best product possible.”

  Tomori encourages potential clients to contact a consultant as early in the process as possible because although starting any new business is an expensive endeavor, doing things yourself and spending upfront money unnecessarily within a distillery can be disastrous to the prosperity of the business.

A Consultant That Fills Your Needs

  “We understand that each distillery project is different,” said Tomori. “Each distillery has a different location, budget and goals, so whatever the client’s needs are, our consultation is adjusted to match those needs. If you need us every step of the way, we can meet multiple times a week and be on call to get you from the initial idea to the finished product. If you want to do some things on your own but want assurances that you’re taking the right steps, we can set up those communications as needed.”

  Kindred Spirits Consulting works on an hourly or retainer basis. There is a minimum point of engagement of 15 hours and a 30 percent rate reduction over other flat-rate project prices. Other services are priced on a case-by-case basis.

  “It wouldn’t be fair to charge a small distillery the same price for a layout in a building five times its size, so each design, product development trial or hands-on training trip is customized to the client’s specific needs,” said Tomori. “Having us on retainer is a big advantage because typically when something goes wrong or needs attention in a distillery, the problems, troubleshooting and decisions can’t wait. You need someone to pick up the phone and be there for help right now. Sometimes, that’s through a phone or Zoom call, while other things regarding installation demand in-person assistance. That’s all decided on a case-by-case basis.”

  “Since I’m a mechanical engineer, we can generate an AutoCAD drawing for the layout of your distillery accurate to within an inch, showing the location of all equipment, things like fermenters, tanks and ancillary equipment, including water treatment and empty bottles,” he continued. “Everything gets a place to keep your distillery running efficiently and safely while prioritizing aesthetics and impressing your visitors.”

Find Your Consultant

  Tomori urges those seeking help to question potential consultants to determine their qualifications and get a feel for their personality. Qualified consultants may not know how to do everything, but they should be able to point you to competent and vetted partners.

  Ask about their overall background and experience and delve into specifics. What is their design mentality? Do they cater to specific needs and goals or offer flat, cookie-cutter options? Do they answer questions confidently and knowledgeably about specifics like proofing, fermentation, and recipe development? Can they take your goals and the spirits you want to produce and recommend the right-sized equipment to match those specifics? Has their design and recipe development experience produced award-winning spirits? Quality consultants will use your questions, budget, and goals to formulate a unique distillery plan for you.

  As an engineer and fabricator, Tomori always ensures his equipment recommendations are constructed and assembled using the correct copper and quality stainless steel thickness. The fit and finish have to be perfect to get his recommendation.

  “A lot of our work involves distillery audits, expansions and working with existing equipment,” said Tomori. “Regarding audits, we can perform a start-to-finish assessment of your process. Unfortunately, just because you’ve been open for a long time doesn’t mean you’re doing things the best way. We can almost always pick up a percentage point or two within a specific process that can help increase yield. By doing that in several processes, we’ve increased a distillery’s yield by five, 10 and even 25 percent in some cases. Over the course of a year, that’s saving our clients a lot of money. Likewise, we get upgrades, expansions or new spirit lines operational to meet the client’s goals.”

Working with Kindred Spirits Consulting

  Tomori said it starts with a call or contact form submission that identifies the client, their background, goals versus budget and three-to-five-year projections. An initial call also determines if both parties are a good fit for each other.

  “Sometimes we’re not,” said Tomori. “We want you to succeed, so we must be able to communicate comfortably. If we decide to work together, we’ll determine the level of involvement and services you expect and whether it’ll be on an hourly basis, a retainer or just a one-off trip or trial. Clients’ needs differ wildly, so flexibility in handling things is good.”

  “Suppose you’re coming from a non-distillery-related industry,” he said. “In that case, you’ll need a distillery plan to submit to your jurisdiction authority and the TTB, which has its own requirements. We can also help find suppliers, such as bottles, caps, closures, sourced spirits, or raw materials. We collaborate with local architects and engineers, ensure you’re okay with local authorities and help with equipment and setup. Once approved, we provide onsite, hands-on training for safely operating your equipment to produce your spirits. We can help with test runs and more, down to the recommendation of quality marketing and branding companies to help your product stand out.”

  To learn more about Kindred Spirits Consulting visit their website: www.KindredSpiritsCSG.com

Distillery Now Consulting: Kris Bohm (Photo on Page 39)

Distillery Now Consulting photo of Kris Bohm
Distillery Now Consulting: Kris Bohm

  Distillery Now Consulting owner Kris Bohm is an award-winning distiller who has built and managed multiple distilleries across the world. Through his consulting services, he helps future distillers clear hurdles quicker to get their distillery operational in less time.

  “Hiring a consultant can be expensive,” said Bohm. “So, I first like to ask potential clients if they feel they need a consultant. I can always make a case for hiring a consultant, but are you, as the owner, able to recognize the value a consultant brings to the table? Are you comfortable listening to and implementing a consultant’s suggestions and recommendations? You have to be real about your confidence level and expertise in the industry and then recognize that there are things you don’t know. Of course, you want to ensure you’re doing things right and as efficiently as possible, but you can have the best consultant in the world, and if you’re not willing to implement at least some of their suggestions, you’re throwing good money at bad. That may sound harsh, but you have to be willing to be guided, and that can be hard for someone with an entrepreneurial mindset.”

The Unintentional Distillery Consultant

  Bohm started consulting full-time by chance after overseeing the construction of a distillery in Austin, Texas.

  “We were installing a high volume, high-throughput continuous column still, which was relatively new technology in the craft spirits world,” said Bohm. “After that project, people came to me for my expertise and opinion on these types of stills. For about a year and a half, I voluntarily helped a handful of craft distilleries with continuous column installations. I approached it as being an open source and helping other distillers. My partner gave me a kick in the pants when she explained that if I was going to be away so much doing what I love, I might at least consider charging for my time. I did that, and my consulting evolved to the point where I was making more consulting than my job as vice president of another Texas distillery. I had to make a choice, so consulting was the way to go for me.”

  The bulk of Bohm’s expertise is within the first five years of the lifecycle of a distillery, meaning design, operation, and optimization. He helps design and outfit a facility with the proper equipment to get them to the point of having a well-running distillery that meets their expectations. Bohm also works in expansions, having been involved in adding continuous column stills or larger pot stills to distilleries that needed to expand their operation or production.

  “I also broker the sale of businesses and help sell, remove or relocate used equipment,” said Bohm. “I’ll also perform business valuations for those who genuinely need to know how much their distillery or business is worth and want a fair, non-emotionally attached valuation.”

Working with Distillery Now

  Bohm prefers to be less structured than other, larger consulting companies. He builds his approach using information from his clients while ensuring that their personalities are compatible to build a trusting, prosperous relationship.

  “I need to understand my client’s budget and goals,” said Bohm. “Through an informal discussion, I’ll build a program that works for them and share how I work and what they can expect from me. I have clients I meet twice a week and others that touch base once a month to ensure things are going in the right direction. Most work, sometimes up to 80 percent, can be done remotely, keeping costs down while allowing me to work quickly and on time. I don’t want customers’ projects mired up in lost or unavailable information.”

  Bohm continued, “In most projects I am involved with, clients start with an idea, some goals, and a rough budget, and they want to see what they can achieve with that. Under those circumstances, I may work as a consultant for them for two to three years, from the idea to filling their first barrels of whiskey and bottled vodka. That’s when they typically have a running program and no longer need someone like me.”

  Bohm said that he has been able to help start some great distilleries, and no two have been the same. Each distiller has different consulting needs. While some want guidance that they are making proper choices, others want a more hand-in-hand approach to getting their distillery up and running. Bohm is typically compensated for his time on an hourly basis. However, specific tasks, such as getting a Federal Distiller’s License, have specified rates because he knows what it takes to get that completed.

Distillery Now Brings Value and Experience

  “The value I bring as a consultant over more specialized consulting firms is 10+ years of experience as a distiller and distillery manager in some great distilleries, along with overseeing the buildout of over 20 successful distilleries from idea to an operating business,” said Bohm. “I can’t say I’ve seen everything, but I’ve seen more than most. I’ve been in most distillery situations and have seen things handled the hard way, as most first-time distillers would do. To have my resources a phone call away expedites all processes and decisions. It saves a client several months and sometimes thousands of dollars in savings, and it gets their distillery open and operational sooner.”

  To work with Kris Bohm and Distillery Now Consulting, head to the website or send Bohm an email. Bohm offers a free initial consultation by phone or Zoom to see if he is the best consultant to bring the most value to your project.

  “I help people get their business operating quicker while spending less money,” said Bohm. “It’s about setting them up for success – even down to picking out the perfect distillery cat for them if they want.”

For more information about Kris visit: www.distillery-now.com

  

Can AI Boost Beverage Marketing Strategies?

Cyndi
futuristic robot with chin in hand

By: Hanifa Sekandi

In a world where technology is the gateway to success, it is unsurprising that people are looking at the new kid on the block, AI. For some, this tool is controversial. It lacks the human touch, a true statement. People value connection, something that AI cannot replicate.

  Regardless of these sentiments, it is a tool that must be understood even if you choose not to utilize it. So, what place does it have in beverage marketing? The place it holds for your beverage brand is up to you. Many marketing experts across industries have implemented AI software into their strategies to streamline processes. Some companies see it as a tool to cut costs—an excellent opportunity to allocate a budget to marketing initiatives rather than large marketing teams.

  Although this new frontier is popular right now, this will likely level out. AI cannot completely replace an experienced marketing team, nor can it brainstorm creative ideas. But it can take your ideas and organize them. It can help bring the story together and devise a plan that is easy to digest across teams. However, there are limitations.

  Before you consider using AI to market your beverage brand, it is essential to have a goal in mind. Why is this tool useful for your company? What gap is it filling? If you have been following along, we often mention the importance of understanding your audience and researching before you market your beverage.

  Once you have solidified your why and brand messaging, the next step is who. Who is your consumer? How can you reach them? How do they make their buying decisions? The market research stage is fundamental to your long-term success. It precedes determining the what and how to market to your consumer. 

AI & Market Research

Fortunately, many AI tools can help you conduct market research. With these tools, you can take a deep dive into your consumers’ behavior. AI software can analyze what actions your targeted consumer makes. It can also zero in on key demographic markers, such as age, gender, location and income. Brands can see who their competitors are and how their audience responds to their marketing initiatives—a great way for a new beverage brand to understand how they might measure up to the best. AI, if utilized correctly, can give brands a competitive edge.

  With that said, there are downsides to using AI. One downside is that your plan can be widely used if you do not provide a detailed and concise query. You ask AI questions, and AI does its best to answer them. Generic questions get basic answers. The more details, the better. Avoid obvious questions that most people would ask.

  For example, asking AI to help you by using generic market research strategies will not provide you with a customized plan exclusive to your brands. An example is asking an AI tool how to market to men who play hockey. Just asking about this demographic your competitor may be targeting will provide you with a basic strategy—a strategy that will be similar if several other brands ask the same question. AI is not the be-all and end-all. You cannot just sit back, let it do the work and then let the magic happen.

  Marketing teams who have adopted this tool understand this quite well. They know the limitations of their teams and recognize the limitations of AI tools. They know how to cut through the marketing fluff with AI. AI helps marketers zero in on a targeted audience and highlight information that would take hours to uncover through conventional market research strategies. With AI, every stone unturned will be flipped over, revealing little marketing gold nuggets. Rather than focusing on just one aspect of your demographic, you may discover that your consumer is more than just a hockey fan. Their desire for a beverage is not isolated to watching the sport.

  Discovering the complexities of your consumers will allow you to explore other ways to reach them. You do not have to spend so much time focusing on what your competitor is doing and trying to do it better. Your brand can do what has not been done yet, opening a new viewpoint of how this consumer is viewed.

Streamline Your Marketing Plan

  What can you do as a marketing team? This is the first obstacle that needs to be tackled. Becoming a successful beverage brand still requires active participation. You will have to roll up your sleeves. You cannot close your eyes and hope that a few AI tools and strategies will do the work. When you hit the ground running, know your strengths and weaknesses. From here, you can discern where AI fits in and how it enhances your marketing goals.

  Many people use AI to condense their marketing plans. A 30-page deck can be overwhelming. With the help of a good AI tool, you can break down your strategy into segments. Upload your document and select areas your team would like to focus on. You may also break your plan into segments that can be assigned to individuals on your team. AI can take a large-scale plan and turn it into actionable goals. This is where AI can shine.

  An AI-generated workflow diagram provides a useful map to follow. As business picks up, it is good to know where you are heading since the unexpected is always at play in beverage marketing. There will be times when you need to pivot or modify aspects of your marketing strategies. What is important is that you do not lose sight of where you are going.

AI Can Automate Social Campaigns

  Most brands have a love-hate relationship with social media. There are so many different platforms, and each one has different requirements. This is where AI can shine for many brands. Social media can be demanding, as it is a full-time commitment, particularly when trying to break a brand. Your team is small, and there is only so much one marketing manager can do. As of late, most social platforms have also implemented AI tools to help you with effective social media marketing. Yes, authenticity is always best. But if you are not a writing savant, a skilled video editor or cannot create a visually appealing post, there are AI offerings for this on most platforms. Smartphones are also useful for this because they offer AI tools for photo and video editing.

  For example, AI-powered content creation tools like Blaze AI save you time and make it look like you’re an expert. These tools give you a framework to work with to get you started to support current efforts. Bigger brands can afford to hire a few social media managers, whereas smaller brands may have a marketing manager who is a jack of all trades. Unfortunately, this is not beneficial in the long run. An overworked marketing manager cannot be or do all things at once and will often miss marketing opportunities.

  These AI tools can also assist with newsletters. Some people opt to use AI for blogs. This is one of those sticky areas. It is always a good idea to write your content in-house, particularly content that will live on your website. A human touch and authentic brand voice shine above all. AI tools can help you brainstorm ideas or create an editorial calendar but cannot replace a copywriter. Hire a copywriter, and this should be part of your marketing budget.

Simply put, people can tell. We are in an era of information overload. So proceed with caution when utilizing AI for content.

  Your blogs are the only place where you can tell your story, something you know more than AI. Once you have your audience’s attention on social media, where are you directing them? If it is not the local beer store, it is your website. Consistent newsletters and blogs are a must for brands that sell beverages from their websites.

  So, what’s the overall verdict of AI in beverage marketing? Err on the side of caution; do not overdo it. But give it a try and see where it takes your brand.

Make Your Own Ready to Drink Cocktails

Cyndi
cans of different ready-made cocktails

By: Kris Bohm: Owner of Distillery Now Consulting LLC.

Canned cocktails are the largest growing category in sales of spirits in the past 4 years. Canned Cocktails also known as RTDs (Ready to drink cocktails) are hot right now! The sale of drinks classified as RTDs grew 24% from 2022 to 2023. (Neilson) There are many ways to create canned cocktails and an abundance of variety in flavors of canned cocktails.

  Starting with a product concept all the way to creating a finished product is an immense and difficult adventure but well worth the work, when done right. This article will discuss in detail one particular way of producing RTDs and cover all aspects of creation and manufacturing. Along the way I’ll also share the lessons learned from launching ready to drink cocktails. Let’s learn about canned cocktails!

  As a beverage alcohol producer if you are struggling to grow it may be time to go on the lookout for the next trend in beverages to grow your business. If growth is a good measure of new trends then RTDs are the answer. When distilleries first started producing RTDs several years ago there was a sense of uncertainty as to whether RTDS would be a short lived trend. This uncertainty came from several places. There were horror stories of recalled products from cans exploding (Trust me i was there). Distributors said the price point was too high for canned cocktails compared to beer and retailers were not willing to give RTDs space on their shelves.

  Flash forward to today and canned cocktails are thriving and selling at a much higher price point per unit than beer. Now we do not want you to have to recall a product or having exploding cans so before you jump right into making your own RTDs let’s talk about how to develop a product.

  When it comes to manufacturing RTDs there are hundreds of aspects that must be given consideration in preparation to create a successful product. If your goal is creating an RTD then start first with answering all the questions we have outlined before you commercially package your product. Below is a list of canned questions that you should answer.

•  What type of cocktail do you want your RTD to taste like?

•  How boozy do you want it to be?

•  Is the product highly carbonated, lightly carbonated or noncarbonated?

•  What ingredients will be utilized to flavor the RTD?

•  If the product is sweetened what kind of sweetener will you use?

•  Will you use juice or other natural ingredients and are they readily available?

•  Is the formula for the product shelf stable?

•  How long will the product last before it expires?

•  Is refrigeration needed to store the packaged product?

•  How will the product be branded and marketed?

  It is essential to answer these questions before you get ahead of things and package a product. RTDs are not the same as beer or distilled spirits. It is essential to be diligent and give careful consideration to the product formula, flavor, cost, packaging process and shelf life before a product is released. Spending a considerable amount of time in product development and quality assurance testing will save you money and headaches. Good product development can avoid problems as your project moves from concept to a finished ready to drink product. 

  One of the critical steps in product development is selection of the packaging itself. Once a product formula is developed one must give consideration to the container the product will go into. Whether canning boxing or bottling selection of the packaging and material the packaging is made from is key. The package will dictate the equipment needed, the label on the package and many other factors that will require big expensive decisions. Cans are the most common and affordable choice for packaging. Cans come in a variety of sizes, shapes and different liner types. A second option for packaging a product is aluminum bottles. Aluminum bottles cost more than cans but they are unique and can provide differentiation to stand out in the vast sea of canned beverages. The actual volume of the packaging must be selected early, as part of the TTB formula and label approval process must include this information.

  There are a multitude of options for packaging, it is essential to make sure the container and the equipment are suitable for a product before you buy those items and start manufacturing products.

  When it comes to making an RTD one of the biggest expenses is the packaging line. This is the equipment that rinses, fills and seals the containers holding your product. If you do not already have a canning or bottling line there are numerous vendors who build equipment for packaging RTDs. Lets cover the key components of equipment that are must have tools to take distilled spirits and transform them into canned cocktails. Below we will discuss all the equipment and steps needed to produce a carbonated canned vodka soda.

  The first essential tool is water filtration. A water filter critical to produce clean and sterile water that tastes good. Water which will make up the largest ingredient in an RTD so it must have excellent flavor and a water filter will help control the flavor.

  The second tool needed is a brite tank and a chiller. The brite tank is used to store the product before it is packaged. The chiller provides the cooling capacity to reduce the temperature of the product down to ideal carbonation temperature in the brite tank.

  To carbonate a beverage effectively it must be cold, once the product is cold carbon dioxide is added to create carbonation. From the brite tank the product is transferred to a packaging line to be put into cans or bottles. A packaging line is a complex piece of equipment that handles the movement of the liquid and packages in sequence to clean the package, purge it to remove oxygen, fill with liquid, then place a lid or cap on the package and then seal it.

  Packaging lines can vary in speed from producing a few units per minute to hundreds of units per minute. Selecting the right packaging equipment first requires that the packaging be selected and tested, only then can the packaging line be picked out.

  If buying a full set of packing equipment is not the right step for you there are alternative options to consider for producing RTDs. The alternative path to producing a RTD is to partner with mobile canning companies that can package your product for you. Throughout North America there are several companies who offer mobile canning services.

  A mobile canner will come to your facility with all of the equipment needed to quickly and efficiently package your RTD. Mobile canning is an excellent route to take if your business is looking to test out a concept but might not have the space and or resources to install packaging equipment. When working with a mobile canner it is critical to still put a product through quality assurance testing before packaging and selling the product. It is important to note that with mobile canning it can add significant cost per unit and consideration in how the product is priced will play a role in working with a mobile canner.

  The upside of utilizing mobile canning is reduced initial investment. With a mobile canner there is no major capital investment in equipment required to get started which means you can start canning cocktails sooner rather than later, with less money invested.

  There are many reasons RTDs are taking the market by storm.Consumers have become more health conscious of what they drink and low calorie spirit based drinks fit that bill. RTDs are convenient and the perfect choice for those who want an easily accessible drink alternative to beer or wine. RTDs are far more portable than glass bottles and the accessories needed to make cocktails. Creating canned cocktails and selling them can be a challenging endeavor.

  Without question there is strong potential for your RTD to succeed if done well. Developing a successful RTD will certainly be a challenging and serious project but with good equipment and knowledgeable people your concept can be brought to life. Sales of canned cocktails are growing tremendously year over year.

  Take the leap and join the revolution by producing your very own RTD. Canned cocktails are opening doors to serve cocktails in places that spirits cannot be found and a RTD can become the key product to grow your beverage business.

Kris Bohm - Owner of Distillery Now Consulting

Kris Bohm is the owner of Distillery Now Consulting where he is the head unicorn wrangler. Bohm has also developed some mighty tasty and successful RTDs. He can be reached at distillerynow@gmail.com

Conveyors: Small Changes, Big Impact

Cyndi

How Conveyor Choices Drive Efficiency & Sustainability in the Craft Beverage Industry

shows large conveyors with bottles

By: Stacy Bashline – Product Marketing Manager, Chain & Component

In the craft beverage world, efficiency and sustainability aren’t just trendy terms, they are the keys to long-term success. Producers juggle production speed, costs, and environmental impact while keeping quality and consistency top-notch. While big investments like brew tanks or packaging lines get most of the attention, one of the easiest ways to boost efficiency and sustainability is often overlooked: conveyor chains and belts.

  Whether you’re moving cans, bottles, or kegs, the right choice of conveyor belt or chain can cut down on product loss, save water and energy, and improve overall productivity, without the need for a major system overhaul.

Sustainability in Motion: Less Water, Less Waste, More Efficiency

  Many industries, including the beverage market, face increasing pressure to reduce their environmental footprint. Key areas of focus include water conservation, energy efficiency, and compliance with Extended Producer Responsibility (EPR) programs. What many don’t realize is the critical role conveyor systems play in these sustainability efforts.

  One immediate opportunity for producers is reducing lubrication and water usage. Traditional conveyor chains often require constant lubrication, leading to excessive water and chemical consumption. By switching to advanced, low-friction, high-wear-resistant chain materials, manufacturers can significantly cut lubrication needs—or even eliminate them altogether. This not only lowers costs, but also aligns with corporate sustainability goals.

  These small adjustments can help beverage producers save thousands of gallons of water annually and can allow for safer work conditions with less water hazards on the floor.

Fewer Replacements, Less Downtime

  Beyond water savings, sustainability also means choosing conveyor products that last longer. Many producers operate in harsh conditions, where exposure to moisture, heat, and acidic ingredients can cause conveyor components to wear out quickly. Frequent replacements increase operating costs and cause production downtime.

  For instance, acidic residue from flavored seltzers can cause premature wear, causing a beverage producer to replace their standard acetal chain as often as every four weeks. By analyzing individual customer needs, engineers can recommend a new acetal material with high chemical resistance, which can extend chain lifespan to over six months—reducing waste, lowering costs, and improving production uptime.

  Once again, these small changes may not seem significant at first glance, but they can translate to thousands of dollars saved annually while supporting a more sustainable operation.

Optimizing for Flexibilit: Adapting to EPR Guidelines

  EPR guidelines are becoming increasingly important, shifting the responsibility for managing the end-of-life of products, particularly product packaging, to producers.

  How does this relate to conveyor chains? As producers adapt to comply with these guidelines, they are making constant changes to packaging formats, such as transitioning from glass to cans or switching to more recyclable bottles.

  These changes can be supported by understanding how the conveyor chain can accommodate the new products. Recent advancements in thicker chains help facilitate slower cooling processes after molding, resulting in a superior flat top surface. For cans or PET bottles, these surfaces provide enhanced product stability over time, while also supporting the shift to more recyclable packaging as required by EPR guidelines.

Sustainable, Smart, & Simple: The Conveyor Advantage

  For beverage producers aiming to increase efficiency, reduce costs, and meet sustainability goals, the solution may be simpler than expected.

  Partnering for decarbonization is key: beverage producers should align themselves with partners who treat sustainability as not just a goal, but a core pillar of operations. While only top 5% of companies globally are rewarded with a Gold Medal by EcoVadis, this esteemed recognition can serve as compass for a company with excellent corporate social responsibility performance. Beverage producers should collaborate not just with belt manufacturers, but those who treat them like partners and are committed to delivering local service and expertise, helping optimize production with sustainable, high-performance conveyor solutions.

About AMMEGA:   

  AMMEGA is a global leader in lightweight conveyor belting and power transmission solutions, with distinct product brands Ammeraal Beltech, Uni, Megadyne, Jason Industrial and Chemprene. With an unwavering commitment to innovation, excellence, quality, and passion for sustainability, AMMEGA delivers tailored solutions across diverse industries. Backed by a significant investment in the Americas and an Ecovadis gold certification, AMMEGA is dedicated to empowering its customers and shaping a more sustainable future.  

To learn more, visit www.AMMEGA.com

Pacific Northwest Wineries with Distilling Licenses

Cyndi
building in the winter with snow that says Wilridge Distillery

By: Becky Garrison

A growing number of Pacific Northwest wineries have added distilled spirits to their portfolio. Many of these distillers chose to make grappa and other spirits from their must instead of composting this product. However, a growing number of distillers are choosing to go the route of distilling whiskey.

Washington State Wineries & Distilleries

  In Distilling in Washington (The History Press, 2024), I noted the history that led to the ability of Washington State wineries to also hold a distilling license:

  “When Paul Beveridge of Wilridge Vineyard, Winery and Distillery of Seattle and Yakima began advocating in 1988 to change the liquor laws so that he could operate a winery and a distillery, a member of the board told him, ‘They’ll never be a distillery at a winery permitted in my lifetime. It will have to happen over my dead body.’

  Beveridge and members of Family Wineries of Washington State began calling the board ‘The Department of No’ after it not only denied his request to operate a distillery but also refused to allow him to use refillable bottles or offer restaurant-type service, even though the latter two activities were not mentioned as prohibited by law.

  The law pertaining to distilled spirits was amended in 2015 to permit wineries, breweries and cideries to hold a distilling license, with Beveridge’s becoming one of the first wineries in the state to also operate a legal commercial distillery. Initially, he had to set up his distillery in a separate space from his winery, though his businesses can now operate under one roof. Until recently, he could not sell his spirits at any tasting rooms where he was also selling his wines.”

  According to the Washington State Liquor and Cannabis Control Board (LCB) regulations:

  “A winery license (RCW 66.24.170) and a distillery license (RCW 66.24.140) can operate in the same building if physically separated from each other. There is currently no allowance for a winery and distillery to alternate production or share production space. What they can share is a jointly operated tasting room (RCW 66.24.1472). Also, wineries and distilleries can jointly operate an off-site tasting room, as detailed in RCW 66.24.1472 and WAC 314-28-310. They do need to maintain separate storage and financial records. They must also comply with the food offering requirements found in WAC 314-28-067, which include prepackaged items or items prepared off-site.”

  Following Beveridge’s advocacy, a select number of Washington State wineries have followed suit.

Browne Family Spirits (Spokane, Washington)

  Having founded Browne Family Vineyards in Walla Walla 20 years ago, it may surprise a few that founder Andrew Browne’s drink-of-choice is an Old Fashioned. He and the wider Browne Family team recognized the tastes of Browne Family Vineyards consumers reach beyond wine and felt joining the two industries brought the opportunity for discovery. 

  Getting into the spirits business had been on proprietor Andrew Browne’s mind when the opportunity to purchase a distillery came to fruition. He jumped at the chance, given its location in Spokane, Washington, where he was born and raised, and his strong bond with master distiller Aaron Kleinhelter. As Kleinhelter grew up in the shadow of the Jim Beam distiller, he bought insights from one of the world’s most established bourbon communities to Browne Family Spirits.

  Browne was a fan of Kleinhelter’s unreleased small-batch recipes he had made under the previous distillery. This evolved into what would become the initial line of Browne Family Spirits. In both ventures, Browne aspires to create an environment that appeals to and caters to both without diluting the experience.

Mastrogiannis Distillery & Winery (Lakewood, Washington)

  In 2016, Ilias Mastrogiannis launched a distillery and started a winery in 2019. In terms of production, he would describe his venture as a distillery-focused operation focusing on grapes. This project started with his early memories of growing up in Greece.

  “My dad was a mason turned winemaker, so during harvest, the entire family would assist in crushing grapes. That upbringing, along with the fact that nobody at the time was making grape brandies to the quality I know existed, we decided to start our distillery with that singular focus,” Mastrogiannis recalls.

  In terms of their wine portfolio, they have a Vermouth, which is a combination of their rose wine and their brandy, both of which are made under the same physical roof. In Mastrogiannis’ estimation, “Being able to cross two different products into one is something really special.”

  Due to the short harvest period for grapes, he finds he is limited to production for that season. He notes, “For example, we cannot get grapes in March, so by default, you don’t see a lot of distilleries focusing on grape distillate because from an economic standpoint, it is very hard.”

Monson Ranch Distillers (Prosser, Washington)

  Goose Ridge Estate Vineyards and Winery was established in 1998 when the Monson family planted 2,000 acres of estate vineyards. In 2023, the family officially launched Monson Ranch Distillers in Prosser, Washington. With over 80 years of family history in agriculture and farming, Monson Ranch Distillers is led by the third and fourth generations of Monson ranchers, together with Master Distiller Brian Morton to create uniquely crafted spirits. Morton has been working in the Washington spirits business for over 14 years. He opened one of the first distilleries in Washington state, Blue Flame Spirits.

  Starting with cattle feed lots, the foundation of Monson Ranch was built in the 1930s, as the family started climbing its way up in the Washington agriculture community. Following years of hard work and success in ranching, farming and winemaking, Monson Ranch Distillers is the newest venture for the family. The distillery offers a full range of premium spirits. Vodka, gin, brandy, and whiskey are only the beginning. With vineyards, orchards and new rye and corn plantings at the family’s home ranch in Goose Gap, plus a state-of-the-art distillery in eastern Washington, Monson Ranch Distillers controls every step of the process for a complete farm-to-bottle experience.

  The Monson Family wine brands and spirits brands are each distinct from one another. However, VIDO Vodka and Feather & Folly Gin are both made from alcohol distilled from wine grapes grown at the Goose Ridge Estate Vineyard. Both the Goose Ridge Estate Wines and the Monson Ranch Distillery spirits from wine grapes display distinct notes reflective of the unique terroir within the Goose Gap appellation. At the Goose Ridge Tasting Rooms in Richland and Woodinville, guests can taste the spirits in addition to Goose Ridge wines.

Westport Winery Garden Resort and Ocean’s Daughter Distillery (Aberdeen, Washington)

  Kim Roberts decided to make spirits after she went scuba diving with her daughter on Maui and visited the two distilleries. Currently, they have over 30 different wines, plus 30 different spirits. According to Roberts, this gives their guests many choices every day and reasons to visit on multiple trips.

  When asked to describe her operation, Roberts opines, “We’re  a winery with spirits for those who just don’t dig wine.” She views them as outliers in the wine industry since they are so far from any other wineries.

  Roberts finds the same dynamic present in the distillery. “We operate in our own remote bubble, with dedicated fans that share their enthusiasm for our products with their family and friends.”

  Oregon Wineries & Distilleries 

  In Oregon, a winery and distillery can offer wine and spirits tastings in the same area as long as they fulfill two conditions: one, the licensee of record must hold both the winery and the distillery licenses, and two, they must follow the requirements for tasting rooms as outlined in OAR 845-005-0431 and OAR 845-006-0452.

  Also, businesses do not have to serve food with tasting. However, if they want to sell and serve full drinks, they need to get a Special Event Distillery license. In addition, if the business not only has a distillery license but is a Distillery Retail Outlet with approval to sell bottles of distilled spirits, then they would need to have a different point of sale specifically for the distilled spirits.

Willamette Valley Vineyards (Turner, Oregon)

  In December 2021, Founder and CEO, Jim Bernau decided to venture into distilling Willamette Whiskey as a tribute to the people of Carlton, Oregon. For 91 years these residents enjoyed the building first known as W.A. Howe’s General Merchandise Store, which was nicknamed “the Old Cabin Tavern” owing to an interior constructed of hand-hewn timber. This building served as a general store, a hotel, and Carolton’s first bank, with a parlor and speakeasy supper club in the basement. Built in 1904, it was destroyed in a fire on April 18, 1995, with Willamette Valley Vineyards now owning the lot where its building once stood.

  Their limited release of Willamette whiskey heralds the beginning of their efforts to rebuild this property with a brick-clad micro-winery and distillery with food service. In this venture, they partnered with Portland-based Rose City Distillery to produce this handcrafted, small-batch rye whiskey that was aged in new American oak for six years, then blended down to a bottle strength of 100 proof.

  They released 12 bottles in December 2021 and then 350 bottles in February 2022. They want to do this again someday, but nothing is planned.

Patricia Green Cellars (Newberg, Oregon)

  Jim Anderson was promoted to venture into distilling because of all the ruined wine from the 2020 wildfires. In their process of distilling the wine to brandy, Dogwood Distilling in Forest Grove was up for sale. In 2022, Anderson, associate winemaker Matty Russell, their distiller Lynsee Sardell and two friends (primarily investors) purchased this distillery and re-named it Die The Wolf Distilling.

  The winery holds a DSP, as all the whiskey is aged on the property. Anderson notes how this business arrangement is a bit difficult to describe since the winery does not directly own the distillery. Still, a partner in the winery is also a partner in the distillery. “While we have done some custom distilling for other wineries (largely to help folks out with smoke-tainted wine) the only real distillery customer is Patricia Green Cellars,” Anderson states.

  For Anderson, the biggest disconnect in selling wine and distilled spirits is that while wineries can sell directly to consumers, spirit sales at restaurants and shops must go to the OLCC. Also, as a new distiller, they can only have three items listed at any one time.

Trisaetum Winery (Newberg, Oregon) 

  Founded in 2003 in Oregon’s Willamette Valley, Trisaetum Winery fulfilled the Frey family’s dream to farm responsibly, foster a family and create beautiful wines. As James Frey developed an equal passion for spirits, he dreamed of opening a distillery. That dream was realized when his daughter Tatum developed a similar passion.

  So, they founded Brixeur Spirits in 2020, which is located on the same property as their winery. Currently, James Frey makes the wine for Trisaetum while Tatum and her partner Jackson distill their spirits. On their website, they describe how they take a “winemaking approach to distillation and aging of spirits.”