High Spirited Branding
Creating a distinctive brand in Santa Fe
Listen to our featured Ask Those Branding Guys radio show podcast: Santa Fe Spirits
Hello, I’m Jim Glover, That Branding Guy, forOnce a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a Santa Fe distillery.
Joining us on the show was Adam Vincent, Marketing Manager of Santa Fe Spirits, the producer of two barrel-aged malt whiskies, a brandy, gin and vodka. They are currently working on plans for expansion, especially warehouse space for storing whiskey as it ages.
Santa Fe Spirits started in Santa Fe on a bit of a whim when the founder bought property with a large number of apple trees. He began production of cider and turned that into a distilling business in 2010. Distilleries are a growing trend across the country with just over 1,000 in the USA. Santa Fe Spirits is anticipating 40-50% growth in 2016.
Santa Fe Spirits differentiates their award-winning business through capturing the essence of the southwest and Santa Fe. For example, mesquite is used to smoke one of their whiskeys and the gin is infused with cactus blossom.
Adam shared that their target audience is very broad and ranges from younger people are interested in a local product to the whiskey snob who enjoys the high end, flavorful product.
The key marketing strategy for Santa Fe Spirits is telling their story. The do this via in-person tastings and traditional advertising as well as social media where glimpses of the distilling process are shared. They have also had success with earned media generated from food and beverage writers as well as tourism Santa Fe. Winning contests and awards has garnered attention from abroad where demand is high.
Branding challenges Santa Fe Spirits is experiencing include gaining mind share for the business. It is more difficult to reach people in-person outside the local market where they don’t have a sales network in place.
Adam shared his branding tip: create your brand story, tell the story and live the story.
Enjoy the show.
Once a Day Marketing™ inspires clients to brand bold.Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
© 2016 Once a Day Marketing™. All rights reserved.
Filed in: 7Ps of Marketing • Inspiration • Knowledge • Physical Evidence • Place • Positioning (Bonus) • Process • Product • Promotion • Strategy • Tactics
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