Recently I was fortunate enough to supply the product label description and name for a new liquor from Longtucky Spirits being released to celebrate the 150th Boulder County Fair and the 4th Boulder County Craft Distillers Fest.
The item is a limited release novelty liquor distilled from local white sugar beets. It reflects the Fair’s agricultural theme and our area’s history with the root vegetable. Based on vague, hard-to-extract information from the distiller (like “it tastes dirty, but in a good, vegetable way”) I produced the following copy: This unique roasted sugar beet spirit was conceived to celebrate the Boulder County Fair’s 150th Anniversary. Its earthy, terroir-packed flavor is a tribute to the agricultural history of Longmont. Boulder Roots is double distilled from sugar beets from local Schlagel Farms. Smoked with Kentucky Bourbon barrel staves and applewood, it is matured in rye whiskey barrels at the Longtucky distillery. This special limited release is exclusive to the Longtucky Lounge tasting room and Wyatt’s Wet Goods. Importance of questions Unfortunately, it is common in industries like brewing or distilling for business owners to be far less interested in day-to-day business practices than the creative elements of their production. This accounts for the closing of many such businesses since the big boom in micro beverages about four years ago. When discussing advertising or social media copy with recalcitrant business clients, one of the most important tools a content creator has is asking questions. Don’t just run down a basic checklist, either. If the person you’re dealing can’t quite articulate what you need to know to promote their product, try asking the initial question then breaking it down into parts for them. If “How does it taste?” is met with silence or terse mono-syllabic answers, try “If you close your eyes and take a sip, what do you detect? Do you get x or y? How does it smell?” or similar gently probing inquiries. Sometimes those who aren’t familiar with marketing endeavors may need a little guidance to help you help them. Committee Decisions I also offered eight name choices from which the joint Wyatt’s/Longtucky committee chose “Boulder Roots” as the first in a projected annual “Wyatt’s Heritage Reserve” series. Dealing with several individuals from different organizations or departments that are partnering on a project can be difficult. Conflicting personalities and agendas can come into play. It’s best when dealing with group members that aren’t always teammates to find common ground, but don’t settle for a compromise that won’t meet the main objective. You may have to take it upon yourself to keep everyone on track. Boulder Roots, the first in the annual Wyatt’s Heritage Reserve series, coordinating with the Boulder County Fair and the Boulder County Craft Distillers Festival, will be exclusively available for purchase both at Longtucky Spirits in Longmont and Wyatt’s Wet Goods. Only sixty 375 ml bottles were produced.
0 Comments
"The only way to convert the heathen is to travel into the Jungle."--Lane Kirkland It seems like there are only two styles of bars in Boulder—dimly lit dives and stuffy shirt wallet-breakers—until now. Take a vacation from the same old, same old and try a new spin on a classic American favorite. Jake Novotny and his crew from Arcana have made the trek a couple blocks north to set up Jungle, Boulder’s first tiki bar. No exaggerated totems or items from Jack Sparrow’s garage sale here. The Jungle team decided to ditch the kitsch in favor of more of a sweeping island paradise theme. Modelled after historic Martinique bars, the décor is inspired, but not nearly as much as the drink menu. There are certain drinks you are required to have at a tiki bar (like the Mai Tai, the Painkiller, and the Zombie) and Jungle does them well. Along with these legendary libations that made your grandparents happy, Jungle also has a slew of creative originals that will keep your coming back for more. Some of their most innovative new concoctions include the Rock Out…With Your Conch Out (a delightful mix of Amburana Cachaca, Bolivian brandy, pineapple, cashew, and lime, served up in a comical conch shell); the Dutch Kills (blending Dutch Genever, Bajan falernum, lemon, apricot brandy, and topped with an IPA); or, if you feeling like sharing, the communal Belefonte, their tribute to Bill Murray’s character in The Life Aquatic. Jungle doesn’t stop at quality cocktails. Their bar menu also includes an island-inspired wine list and such apropos beers as Red Stripe and the Brazilian Dadobier. Their kitchen offers ideal on-theme pairings such as Jamaican beef patties, jerk chicken, popcorn shrimp, and fried plantains. The casual fun atmosphere of Jungle makes it a must stop on your bar hop in Boulder. Also, any place that plays Sergio Mendes on vinyl wins me over. Grab your Hawaiian shirt and set sail for Jungle at 2018 10th Street in Boulder, just off the Pearl Street Mall in the former PMG Wine location. Jungle is open Tuesday-Sunday, 3-11 p.m. Recently I completed a long-term goal, making Wyatt's Wet Goods in Longmont the most popular online liquor retailer in Boulder County, surpassing even the larger, longer established Hazel's of Boulder. How was I able to build Wyatt's online presence from 112 family and friend Facebook followers to an online font of information and interest? Content. Undoubtedly, you have heard the marketing mantra that "content is king"--and it's true! Without regular, reliable content, a business cannot maintain, or generate interest, thereby increasing store traffic and sales. Don Draper once said, "They can't do what we do, and they hate us for it." This may be a bit of a bitter exaggeration, but often the impact of content and those who provide it is discounted. Some managers may either consider themselves to busy or just simply not understand that in order to maintain a business and grow your customer base, you need to engage people. For better or worse, in today's world, the most frequent means is social media. Social media offers an affordable alternative to many traditional advertising avenues, and certainly a more necessary one than inactivity. Channels like Facebook, Twitter, Instagram, and the like offer vibrant, up-to-date exposure about your business and areas of expertise. Composing consistent content can be challenging, but the rewards are there to be cultivated. It is more than just merely "getting your name out there". Engaging posts build interest and awareness, leading to more actual visits and then sales. Although I am currently specializing in the liquor industry, I am looking forward to increasing my client base and branching out into other arenas. |