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Issue 146 - Hello World

Whisky Magazine Issue 146
September 2017


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Hello World

We look at turning whisky into sales

In the last of this series, we leave maker's world and enter drinker's world. The whisky becomes a label, and one day a brand. After years of outgoing expenditure in production, now the harder part is to generate incoming revenue from sales. In the drinker's world, your job is to create consumers, ideally brand relationships, that build loyalty and repeat sales. The success of your business depends upon it. Selling and brand affinity cannot be overstated. Too many start-ups fail to appreciate this. This is the harder part of the business as you leave the security of your maker's world. The game is to attract attention, break into the trade channels and face a tsunami of competitors.

Think of the two greatest whiskies, Johnnie Walker and Jack Daniel's who sell more than 30 million cases between the two of them. Both are over 150 years old and have built their success through consistency and good value. Consistency in sensory product and familiarity. Consistency in having distinctive bottles and labels for instant recognition. Consistency in positioning and messaging; communicating what they stand for. There's a change over some brand experience between their maker's and drinker's worlds. Successful brands become emotionally owned by their drinkers. Your whisky, their brand. It's worth remembering these famous brands began as small start-ups too. One blended in a provincial grocery store, the other at a small backwoods distillery. Their long road to success was paved by consi...

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