Dark & White Spirits

Part
01
of six
Part
01

Dark Spirits Drinkers: Psychographic Profile

Although as of 2017 the majority of dark spirit consumers in the US were white and aged over 55, the dark spirits market growth in the US is driven by younger, multicultural consumers aged between 21 and 34 years old who seem to take up a disproportionately large market share compared to the population. This diverse, Millennial crowd are religious and stylish, seek out quality and want to understand how the whiskey they love is made.

Interests

  • Dark spirit consumers are religious, funny people who love their drink. According to the alcohol category and keyword analysis of Twitter conducted by People Pattern in 2016, both whiskey and rum drinkers’ main interests are humor, religion, and beverages.
  • Dark spirit consumers are stylish. Jimmy North, of Blackened-“a whiskey founded by Metallica and the late great master distiller Dave Pickerell”-claims that “new whiskey drinkers are a lot like the old ones, except they often dress better”.
  • Dark spirit consumers get to know their favorite brands. Younger whiskey drinkers are interested in understanding the brands they love through getting to know the story behind the whiskey, the process by which its made and who it’s made by. To this end they will take tours of distilleries and go to whiskey festivals and tastings.
  • Dark spirit consumers are active on Instagram, and to a lesser extent, Google+ and Tumblr. According to analysis of Twitter conducted by People Pattern in 2016, both whiskey and rum drinkers use Instagram. Whiskey drinkers also use Tumblr, whereas rum drinkers use Google+.

Lifestyle

  • Dark spirit consumers seek quality over quantity. There is more interest in high-end whiskey, with High End Premium and Super Premium brands experiencing most growth. Rum is also growing at the premium end, with Ricardo March of Varela Imports, distributor of Ron Abuelo rum stating that their consumers “are drinking less but much better quality.”
  • Dark spirit consumers are hip. Based on the WhiskyX event, which featured live music from St. Paul & The Broken Bones who have played trendy festivals SXSW and Coachella, along with “food trucks, beard- and hair-trimming stations, a cigar lounge”.
  • Dark spirit consumers are multicultural. When choosing alcoholic beverages, African-Americans are the demographic group most likely to select “spirits like whiskey or Cognac over beer or wine”.
  • Dark spirit consumers voice their opinions online. According to alcohol category and keyword analysis of Twitter conducted by People Pattern in 2016, whiskey drinkers had the "highest average post per profile rate of the spirit audiences analyzed".
  • Dark spirit consumers may be concentrated in New York and Los Angeles. The People Pattern analysis found that whiskey and rum consumers posting on Twitter were located most frequently in these two cities. This could suggest that dark spirit consumers are primarily in urban centers, however this may also be a reflection of the concentration of Twitter users, as this was how the data was collected.

Purchasing Behaviors

  • Dark spirit consumers make their purchases later in the day. Based on data collected on Jameson Irish Whiskey and Canada Dry, over 60% of whiskey purchases take place in either the afternoon or evening, with only 6% of purchases occurring late at night.
  • Dark spirit consumers enjoy their whiskey at bars, in mixed drinks. According to Eddie Russell, of Wild Turkey bourbon, whereas previously the vast majority of bourbon sales were in a retail store, to be consumed in the home, now consumers tend to be drinking it in cocktails out at bars.

Research Strategy

Our research team used market research reports along with alcohol industry reports and media articles in order to determine the typical dark spirit consumer and their psychographic attributes. We were able to locate recent media articles on the topic, however research on consumer demographics was limited therefore we have included People Pattern research from 2015 on the assumption that there is likely to have been minimal change in consumer psychographics in the past 4 years.

Our search did not reveal any data relating specifically to rural states, as information found was country-wide with no further granularity. Although we located dark spirits data for the US as a whole, and spirit sales data by state, released by the Distilled Spirits Council of the United States, there was no sales data for dark spirits specifically by state which might give insight into the consumption of dark spirits in more rural states.
Part
02
of six
Part
02

White Spirits Drinkers: Psychographic Profile

Vodka, tequila, rum, and gin are the most favored White spirits drinks in the United States. Consumers of this category generally have interests in topics like humor, religion, beverages, and parenting. The research team also found that these group socializes more on platforms like Instagram and Tumblr and were more loyal to brands.

OVERVIEW

  • Majority of the white spirits drinkers consist of gin, rum, vodka and tequila drinkers in the United States.
  • White spirits consumption in the United States is on the rise and is up by 7%.
  • All age groups show positive growth in consumption of white spirits except for a decline in the age group 35-44 and only a marginal increase in the drinkers of age group 45-54 years.
  • Women in this category were found to spend more than men while shopping online.

INTERESTS

  • White spirits drinkers have interests in humor, religion, beverages, and parenting-related topics.
  • Vine videos, celebrity and entertainment news, health and wellness tips were among the other topic of interests that this segment usually indulges in.
  • White spirits drinkers prefer using mobile over a desktop as a choice with iOS being the favorite OS/platform.

VALUES and SENTIMENTS

  • White spirit drinkers are more thoughtful and considered manner.
  • They have a great focus on how they treat their bodies, ingredients and the value systems of the brands they support.
  • This group of people are fairly loyal to the brands they use. As an example, even the country of origin plays an important factor while choosing a drink.
  • White spirit drinkers were found to have positive sentiments over 60% on average.

LIFESTYLE

PURCHASE BEHAVIORS

  • These consumers generally use reference groups such as co-workers, friends, and family as a guide in decision-making to choose and purchase a brand. Thus, group situations constitute their purchase decisions.
  • This genre of people are more likely to spend more money while drunkenly shopping through online portals than those who drink other alcohols.
  • Drinkers who bought items in their virtual cart were seen to spend the most. They were found to be more likely to splurge more when hitting that Amazon 1-click on a costly purchase.

Research Strategy:

While we have provided useful insights on the psychographic profile of white spirits drinkers in the United States, we were unable to identify data on this segment in rural states like Maine and Alaska. The first strategy was searching for any behavioral, value related or other parameters of such segment of people in research papers or articles as published by various sites like Marketsandmarkets, Mintel, and Market reports. While we found potential sources (here and here) that may contain useful insights, these reports were paywalled, thus restricting access.

The next strategy we employed was to look for general trends and habits via social media platforms like Twitter, Facebook, and Instagram. The idea behind this was to get hold of live comments by following post of people who are fond of white spirits. This approach was followed since one of the sources we perused mentioned that white spirits consumers tend to use Instagram and Tumblr the most. However, this strategy was not successful as the only information fetched was related to the tagged bars where people visited without a reference to any of their activities.

Our next approach was to search for famous bars or liquor places in rural states where people often visit to have drinks. The idea was to catch up notes from reviews and discussions from forums where people would have exchanged thoughts and sentiments. For these purposes, some of the highest-rated pubs like Red Dog Saloon, Chilkoot Charlie, and Skagway were searched. However, no content related to psychographics or even bifurcation of people drinking white spirits could be found. As an alternative, some of the forums like Beyoualaska, and Flyertalk were looked into for probable threads of discussion, but nothing relatable could be extracted. In the absence of valid information that could provide any data on drinkers in rural states like Maine and Alaska, this portion of the question could not be answered due to scarcity of sources.
Part
03
of six
Part
03

White Spirits Drinkers: Competitive Landscape (1)

While we were unable to find the major craft white spirits brands in the US, our research revealed that the major craft spirits players in the US are Diageo, Pernod Ricard, Bacardi, St. George's Spirits, and House Spirits Distillery. Below, you will find more details.

TOP SPIRIT BRANDS IN THE US

Diageo

  • Diageo is one of the world's largest producer of beer and spirits with a revenue of over £12.16 billion globally. Data on revenue from just craft spirit sales is not provided by the company.
  • Diageo has been consolidating its position in the US craft spirit market by making major investments in local craft spirit companies such as House Spirits and its Westward American single malt whiskey. The company created a venture arm, Distill Ventures, in 2013 that is focused on investing in craft spirits and is considered the most active investor in the space by CB Insights.
  • Diageo is considered a top player because they are listed by Research and Market as a key player in the United States craft spirits market. They are also considered one of the key players globally by Grandview Research and Wise Guy Report, which also alludes to its dominance in the US given that the US dominates almost 54% of the global craft spirit market.

Pernod Ricard

  • Pernod Ricard is a global alcoholic beverage brand that is recognized as a leader in the premium wine and spirit segment. The company generated a revenue of €8,99 billion in 2018, however, data on revenue from just craft spirit sales is not provided by the company.
  • Pernod Ricard is considered a top player because it is listed by Research and Market as a key player in the United States craft spirits market. In addition, the company is also listed as one of the key players globally by Grandview Research and Wise Guy Reports., which also alludes to its dominance in the US given that the US dominates almost 54% of the global craft spirit market.
  • One of the ways the company is growing its crafts beer market share in the US is through acquisition, such as its acquisition of a majority stake in Smooth Ambler Spirits.

Bacardi

  • Bacardi is the largest privately-owned spirit company in the world with an estimated revenue of over $6.3 billion. Data on revenue from just craft spirit sales is not provided by the company.
  • Bacardi is considered a top player because it is listed by Research and Market as a key player in the United States craft spirits market. In addition, the company is also listed as one of the key players globally by Wise Guy Reports., which also alludes to its dominance in the US given that the US dominates almost 54% of the global craft spirit market.
  • Barcadi has also consolidated its craft spirit market share in the US by purchasing Angel’s Envy.

St. George's Spirits

House Spirits Distillery

Your Research Team Employed the Following Methodology:

To find the major craft (local) white spirits brands in the US, we searched various research databases and media such as Grandview Research, Research and Market, IBIS World, McKinsey, among others. We were unable to find data that is focused on the white spirit craft market in the US. Although there were several global research on the craft spirit market, we were only able to find research from Research and Market that focused on the craft spirit market in the US from where we extracted the top five brands in the US. However, the top players were not ranked by revenue or market share and most of the research was behind a paywall.

Our general press and market research database search above provided us various companies that were listed as top players in the spirits market and that are based in the US. We then tried to look at each company independently to find the percentage of the companies revenue or sales volume that was due to white craft spirit. Unfortunately, the companies were either private companies where most of the data were unavailable or public companies that didn't provide a breakdown of their annual sales for their craft spirit segment, let alone that of the craft white spirit segment.

A search on databases such as Crunchbase, Statista, and CBInsights that sometimes provide data on revenue breakdown was unsuccessful either. Although the American Craft Spirit Association has started compiling useful statistics on the industry and has provided a detailed report on the industry, a search on its database didn't provide the required data either. Hence, we have relied mostly on Research and Market's research report on the craft spirit market in the US published in 2019 for details on the top player and have complemented the data with other research reports where available.

Given the limited data on the craft spirit major brands in the US, we have had to focus on the top players in the US generally as data on those focused on just rural and local markets are unavailable. In addition, the most successful companies locally are being bought by larger brands looking to consolidate their market share in the crafts spirit market.
Part
04
of six
Part
04

Dark Spirits Drinkers: Competitive Landscape (1)

Elgin Distillery, Still 630, Fainting Goats Spirits, and Starlight Distillery are the major craft spirit brands that feature local dark spirits.

ELGIN DISTILLERY

OVERVIEW
REVENUE
WHY THEY ARE CONSIDERED THE TOP
  • The American Craft Spirits Association (ACSA), which claims to be the only registered national non-profit trade group representing the U.S. craft spirits industry, awarded Elgin's Regalo de Vida rum as the Best in Show and Best in Class in 2018.
  • The company is also known for the best bourbons in the world. It was recognized internationally and won the SF World Spirits Competition consecutively. Thus, it is fitting that its official website claims to have the number one rum in the world.

STILL 360

OVERVIEW
  • David Weglarz owns Still 360, which operates south of the Busch Stadium in St. Louis, Missouri.
  • Its tagline is "Hand Crafted & Local INDOMITABLE SPIRITS."
  • It manufactures premium products in unique and small batches, ensuring ultra-high quality.
REVENUE
WHY THEY ARE CONSIDERED THE TOP
  • The company has garnered multiple awards in recent years and was awarded by ACSA as Best Craft Whiskey in the country twice in the past three years.
  • Other awards are being included as one of Top 10 Best Craft Whiskey Distilleries in the US by USAToday and local awards such as First Place in Whiskey, Wine, & Moonshine Tasting 2016 — St. Louis and Best Distillery in St. Louis Magazine 2016 A-List Editor's Choice Winner

FAINTING GOAT SPIRITS

OVERVIEW
  • Fainting Goat Spirits doesn't mass produce spirits in a factory, and they are a small family of craft distillers using locally produced North Carolina grains to ensure quality flavor profiles. Members of Fainting Goat Spirits have trained extensively in the distillation process and have certificates from both Colorado’s Mile High Craft Distilling teaching communities and Louisville, KY’s Moonshine University.
REVENUE
  • The company is registered as Greensboro Distilling and has annual revenue of $0.09 million.
WHY THEY ARE CONSIDERED THE TOP

STARLIGHT DISTILLERY

OVERVIEW
REVENUE
  • Starlight Distillery is part of Huber Orchards Inc and has generated $5.59 million in sales.
WHY THEY ARE CONSIDERED THE TOP
  • ACAS awarded Starlight Distillery's Reserve Brandy as Best Craft Brandy for the year 2018.

RESEARCH STRATEGY

We began by looking for data from market and industry reports such as the United States Craft Spirits market featured in PRNewswire. However, the report contained large and national brands and didn't fit with the criteria of local and rural dark spirit craft companies. Thus, we searched for associations and found The American Craft Spirits Association (ACSA), which claims to be only registered national non-profit trade group representing the U.S. craft spirits industry. ACAS Craft Spirits market data project taken from 1,835 distillers in the US, shows that to be considered a "craft" distiller, the company should produce no more than 750,000 gallons of craft spirits annually. The same report shows that those classified as large craft distillers produce 100,000-750,000 gallons per year and often distributed nationally.

Local and rural craft distillers are classified as small craft distillers producing 1-10,000 gallons per year. The report did not mention of top companies, but it shows negative cash flows for both small and large craft companies. Since revenue is a function of volume produced, it would be difficult to determine the local, rural, or small craft distillers in terms of market share or revenue as there could be a lot of companies producing at around 10,000 gallons per year and their revenue or market share will just be comparable.

Also, it is noteworthy that 92.3% of distillers in the US are small craft companies, so there are a lot of small and local companies that have comparable revenue-producing not more than 10,000 gallons. Thus, we used the awards given by ACAS as a relative metric to determine the significant local and rural craft spirit brands in the US. All the companies mentioned are local and are set up in rural orchards and farms. All of them are focused on quality, and one even said that they are just manufacturing small yet unique batches. We ensured that the companies were producing and have received awards because of the 'dark' spirits as seen on the pictures posted on their website.
Part
05
of six
Part
05

Dark Spirits Drinkers: Competitive Landscape (2)

Elgin Distillery, Sill360, Fainting Goat, and Starlight Distillery all claim to produce unique liquors. The majority focus on farm to glass principles. They have all won awards for their distilleries. Interestingly, it seems that they advertise by word of mouth and social media.

ELGIN DISTILLERY

COMPETITIVE ADVANTAGE
  • Elgin Distillery is the highest awarded distillery in the "west".
  • They have an on premise stillhouse.
  • Elgin Distillery uses locally sourced copyrighted "Magic Water".
  • The distillery has the "number One Rum in the World, back-to-back. (SF World Spirits Competition) and the only American Rum to ever win Gold at the IWSC."
  • Elgin Distillery has been honored several times at the New York International Spirits Competition, including Arizona Whiskey Distillery of the Year in 2016 and Arizona Distillery of the Year in 2017."
  • Elgin is proud of the local ingredients they use, specifically, Arizona rye, even though it is more expensive. They also use sugar cane from Sonora, Mexico.
  • The liquor is locally sourced and 100% handcrafted.
TARGET AUDIENCE/AREA
  • An analysis of their target audience from social media indicates they shoot for a millennial demographic. Many of their social media posts are memes targeted at this demographic, along with parents. Additionally, the overall feel of their social media is a refined one, indicating they lean towards marketing to an urban population.
  • They have a regular "Wine and Dine", that features seven courses, supporting the urban demographic, and a customer that can afford such an experience.
  • They also offer a Wine Club and Spirits Club that is priced at $250 and $350 respectively. This again indicates they are targeting a demographic that can afford more expensive things.
LOCATION
DISTRIBUTION
  • Their was no clear evidence where Elgin liquor could be purchased other than online.

STILL360

COMPETITIVE ADVANTAGE
  • Still 360 states they are a rapidly growing, regional leader in the industry of craft distilled spirits. "Our products are ultra-high quality in order to ensure total customer satisfaction. "
  • The further state, "we are different because we are passionate. We are different because we are bold and committed."
  • They have received the following awards: ACSA Best Craft Whiskey in the Country for 2 of the past 3 years! Top 3 Best Craft Whiskey Distilleries in the US — USATODAY 10Best -2016 Top 10 Best Craft Whiskey Distilleries in the US - USATODAY 10Best — 2017 Whiskey, Wine, & Moonshine Tasting 2016 — St. Louis — First Place Whiskey, Wine, & Swine 2015 — People's Choice Award — Second Place St. Louis Magazine 2016 A-List Editor's Choice Winner — "Best Distillery"
  • They hand craft their spirits and age them in a variety of barrels, without worrying about how long it takes.
  • The Experimental Spirits Program has a goal of creating and discerning new recipes for American Single Malts, Barrel-Aged Gins, Wheat Whiskeys, Brandies, Smoked Whiskeys, Rums, Bourbons, anything except vodka. On the first Friday of each month, they release one new experimental spirit. This program began in 2017 and will continue for the next five years.
  • Their location, near many popular St. Louis attractions, is definitely an advantage,
TARGET AUDIENCE
  • Still360 offers a private single barrel experience where they produce your own barrel of liquor for $7,000. This would indicate they target an audience that makes a higher than average salary.
  • A social media analysis showed posts with an urban, younger feel, with a millennial vibe.
RURAL OR URBAN
  • With Still360 being located in the heart of downtown St. Louis, close to the Arch and St. Louis Cardinals, it is apparent that they have an urban demographic.
LOCATION
  • Still360 is located in downtown St. Louis, MO.
BRICK & MORTAR DISTRIBUTION
  • Still360 products may be purchased in St Louis MO, Columbia MO, Kansas City MO, and Chicago IL.
  • A list of their St. Louis retail locations may be viewed here.

FAINTING GOAT SPIRITS

COMPETITIVE ADVANTAGE
  • Fainting Goat's motto is "Challenge the Average".
  • Their other motto is "History made by hand. By people who give a damn."
  • They do not mass produce their spirits in a factory. Instead, they are a small family of distillers that are involved from grain to glass.
  • They use 100% North Carolina grains that they craft in house.
  • Fainting Goat vodka is double distilled through a 16 plate copper vodka column to get a softer flavor.
  • Their whiskey is aged in a "Char #4 new American White Oak barrel for two full years".
TARGET AUDIENCE
  • A social media analysis showed a very diverse set of customers in age and race. Fainting Goat offers no premium experiences like the other distilleries do, indicating they are shooting for a broader, typical customer base. Their social media posts are of drinks they have created, and customers.
RURAL OR URBAN
  • There is no indication that they target one group more than the other, but Greensboro is a larger city and the distillery is located downtown.
LOCATION
  • Fainting Goat is located in Greensboro, North Carolina,
BRICK & MORTAR DISTRIBUTION
  • Their liquor may be bought at local stores.

STARLIGHT DISTILLERY (HUBER)

COMPETITIVE ADVANTAGE
  • Starlight produces brandies, infusions, and ports, which the other competitors in this request do not.
  • They received 2017 Best in Craft- American Craft & Spirit Assoc.
  • Starlight gets over 600,000 visitors each year, since they have U-pick produce, wine tastings, and events.
  • The distillery "prides themselves" on grain to glass. They keep all aspects of the production on their property, right down to the corn.
  • "Starlight Distillery (designated DSP-IN-31) uses a propriety 4-grain mash bill of 51-53% estate grown corn, about 7% wheat, and the rest split evenly between malted barley and rye. They also experiment with various types of estate-grown corn ranging from Yellow Dint to Bloody Butcher."
TARGET AUDIENCE
  • Starlight offers a Groupon tasting. Unlike the other three distilleries, they are the only one to offer a discount option, indicating they target a consumer that is considered closer to "average" income, unlike the others.
  • A social media analysis revealed posts of awards and cocktail hours. Nothing in the social media indicated they sought out one demographic over another.
RURAL OR URBAN
  • Starlight is located in a rural area, but they sell their liquor in Louisville, indicating they focus on both markets.
LOCATION
  • Starlight Distillery is located in Starlight, Indiana, a rural area. The closest metropolitan area is Louisville, KY.
BRICK & MORTAR DISTRIBUTION

Research Strategy

To obtain competitive landscape information for the dark spirit distilleries, we first went to their individual websites and looked at each page, analyzing for insights into their target audiences, and their advantages.

After analyzing their websites, we then looked at their social media to see how they portrayed themselves, who they target, and who their average follower is.

To make sure we covered every angle, we did a press release search for each company and included this information in our landscape.

In regard to advertising:
For each distillery we searched the Internet for any advertising. When this was not fruitful, we then looked to advertising databases to see if they advertise. After an exhaustive search on Adforum, WeLoveAd, and MOAT (advertising databases), we concluded they do not advertise on a national level. If they do advertise on a regional or local level, it is minimal, as it did not show up on any website search. It seems, that each distillery uses social media as their main form of advertising, along with their website.
Part
06
of six
Part
06

White Spirits Drinkers: Competitive Landscape (2)

Diageo sells its many brands in over 180 nations and generates 240 million equivalent units of its trademarks each year. Pernod Ricard centers its strategic model on its customers, permitting it to adjust to their demands. Bacardi is famed for its innovative rum-making process. St. George's Spirits' has a massive hangar displays copper stills that are considered the most exquisite in the market. Meanwhile, House Spirits Distillery promotes minimalist cooking, which turned it into an award-winning brand.

DIAGEO

COMPETITIVE ADVANTAGE
  • The company has around 200 outstanding brands in the market sold in more than 180 nations worldwide. Annually, Diageo produces over 240 million equivalent units of its brands in at least 150 various manufacturing locations in 30 nations. Diageo claims that it is in an excellent position to perform well because of it desire to always progress its performance, the diversification in geography for its business, and its scale.
TARGET AUDIENCE
  • The primary target audience of the company is white spirits drinkers worldwide as it functions as a market-based company with a presence in 180 nations.
HQ HEADQUARTER
STORE LOCATIONS
  • In North America, the company operates 27 different sites the U.S. Virgin Islands, Canada, and the United States.
  • Specific locations are in 1) Shelbyville, Kentucky, 2) Arbutus, Maryland, 3) Dallas, Texas, 4) Miami, Florida, 5) Tullahoma, Tennessee, 6) Washington D.C., 7) Louisville Kentucky, 8) Lebanon, Kentucky, 9) San Francisco, California, 10) Norwalk, Connecticut, 11) New York City, New York, 12) Scottsdale, Arizona, 13) Bentonville, Arkansas, 14) and Plainfield, Illinois.

PERNOD RICARD

COMPETITIVE ADVANTAGE
TARGET AUDIENCE
HQ HEADQUARTER
STORE LOCATIONS
  • The address of the store location in the United States is at 250 Park Avenue, New York, NY.

BACARDI

COMPETITIVE ADVANTAGE
  • The company has been in the spirit industry since the year 1862. It is regarded for its revolutionary and innovative rum-making procedure.
  • The brand's revenue reached $5.3 billion in the year 2009. Currently, the company offers its products to 110 markets around the globe "with 39% of sales less excise taxes in North America, 51% of sales less excise taxes in Europe, Middle East and Africa, 10% of sales less excise taxes in Latin America and Asia Pacific for Fiscal 2009."
  • Bacardi is renowned for having a somewhat compelling influence over market retailers as the reputation of the brand, consumer awareness, and quality are well-established. Also, Bacardi is driven by different taste preferences depending on the location.
TARGET AUDIENCE
  • Bacardi is well-known for targeting a wide audience, particularly millennials. The marketing campaigns launched by the brand prioritizes young consumers.
  • According to Markting Week, its campaign is targeted at individuals aged 18-25 to reach them early their lives and build loyalty. This age cohorts is a demographic that can identify with the purpose of Bacardi.
HQ HEADQUARTER
  • The address of Bacardi's headquarters is 65 Pitts Bay Rd, Hamilton, Bermuda.
STORE LOCATIONS

ST. GEORGE'S SPIRITS

COMPETITIVE ADVANTAGE
  • The brand has operated in the spirit industry for around 37 years, and has transformed from an eau de vie distillery into a distinct operation that crafts an assortment of craft spirits. It has a 65,000-square-foot hangar that has a lineup of copper stills that are the most alluring in the market, along with a laboratory and an impressive tasting room.
  • According to the St. George's Spirit leaders, the company is ardent about all forms of distillation, but it does not sell a spirit until the company believes it has a brand-new and valid product to devote to the conversation. St. George's Spirit desires the ability to select its products out of a lineup according to taste and smell solely as they are first-class.
TARGET AUDIENCE
HQ HEADQUARTER
STORE LOCATIONS

HOUSE SPIRITS DISTILLERY

COMPETITIVE ADVANTAGE
  • The company provides distillery tours and a massive tasting room window for clients and tourist. It claims that its competitive advantage is that it promotes "minimalist cooking." This strategy transformed it into an award-winning brand as it initiates the process of crafting every spirit from scratch.
TARGET AUDIENCE
HQ HEADQUARTER
STORE LOCATIONS
Sources
Sources

From Part 02
Quotes
  • "Vodka, Tequila and Rum are the most popular spirits, but Gin is the fastest growing white spirit."
  • "White Spirits Consumption in the U.S. is up by 7% with all age groups showing a positive growth except a decline in the age group 35-44 and only a marginal increase in the drinkers of age group 45-54 years."
Quotes
  • "There’s been a tectonic shift in how they’re approaching their food and drink choices—in a more thoughtful and considered manner, with a greater focus on how they treat their bodies, ingredients and the value systems of the brands they support."
  • "Country of origin does play a factor when it comes to vodka"
  • "Key drivers of this change are wrapped around the wave of patriotism that has developed since the early 2000s, he adds. “The buy-American impulse is helping sales of domestic vodkas, coupled with the popularity of marketing terms like local and craft."
Quotes
  • "Somewhat conversely, vodka consumers are also fairly brand loyal."
  • "Vodka consumers are adventurous, and are very willing to try new flavours and innovations"
  • "Consumers are becoming more health-conscious, and the market for low-carb, low-calorie, and light vodkas is increasingly accordingly"
  • "Mobile technology is also being utilized by the major vodka brands to more actively engage their audiences."
Quotes
  • "All vodka consumers are moving toward a healthier lifestyle and a greener planet. "
  • "Vodka consumers use reference groups such as co-workers, friends, and family as a guide to select a brand, since vodka is a product that can be shared in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions."
Quotes
  • "A recent survey has found that people who drink gin are likely to spend more money while drunkenly shopping online than those who drink other alcohols"
  • "Gin drinkers who bought the items in their virtual cart tended to spend the most, at $82.40. Gin drinkers are also the most likely to splurge more when hitting that Amazon 1-click on a pricey item"
  • "The study also found that on average, women spend more than men while drunk online shopping."
  • "The most regretted drunk purchases are cell phones, and that the most enjoyed are musical instruments"
From Part 04
Quotes
  • "The number of active craft distillers* in the U.S. grew by 15.5% over the last year to 1,835 in August 2018. "
  • "Not more than 750,000 proof gallons (or 394,317 9L cases) removed from bond by licensed producer (DSP)"
  • "Small craft distiller 1- 10,000 gallons Often only locally distributed If no on-premise business, typically cash flow negative"
Quotes
  • "The American Craft Spirits Association is the only registered national non-profit trade group representing the U.S. craft spirits industry. Members vote for the 15 democratically elected representatives who make up the Board of Directors, and this Board collectively works to govern the ACSA in a transparent, responsive manner and in accordance with our bylaws."
Quotes
  • "The Pittsburgh convention concluded with the annual awards dinner, during which craft spirits producers took home a total of 16 Gold, 84 Silver and 209 Bronze medals, as well as Best in Class and Best in Show honors. Republic National Distributing Co. (RNDC) sponsored the evening’s festivities, with RNDC’s corporate mixologist, Sly Cosmopoulos, presenting Best in Show to Arizona’s Elgin Distillery for its Regalo de Vida rum (which also won Best in Class in the rum category). "
  • "Other Best of Class winners included 5 Year RallyPoint Straight Rye Whiskey from Still 630 (Whiskey), Wigle Organic Ginever from Pittsburgh Distilling Co. (Gin), Tiny Cat Vodka from Fainting Goat Spirits (Vodka), Starlight Distillery Reserve Brandy (Brandy), and Tattersall Distilling’s Bitter Orange Liqueur (Specialty Spirits)."
Quotes
  • "The US craft spirits market is highly fragmented and is witnessing consolidation activities by large producers acquiring established craft distilleries. The leading players in the market control majority of the market share and competition in the US. The introduction of different product categories will help vendors sustain the competition in the US market."
Quotes
  • "©2019 Domaines Ellam and Arizona Craft Beverage"
  • "The Colonia of Elgin is home to Arizona’s first Winery, Distillery, and Brewery facility. The Elgin Winery has been producing wines from Arizona grapes since the post-prohibition resurgence in winemaking in the Sonoran desert. The Elgin Distillery was the first licensed Craft Distillery in Arizona and is the most and highest awarded distillery in the west."
  • "The Elgin Brewery which was originally founded in 1999 has again placed its license on hiatus until a new set of legislative challenges can be fixed."
Quotes
  • "Domaines Ellam, Inc. is located in Elgin, AZ, United States and is part of the Wineries Industry. Domaines Ellam, Inc. has 3 total employees across all of its locations and generates 0.26 million in sales (USD). "
Quotes
  • "Hand Crafted & Local INDOMITABLE SPIRITS"
Quotes
  • "StilL 630 is a rapidly growing, regional leader in the industry of craft distilled spirits. All of our premium products are manufactured in unique, small batches. Our products are ultra high quality in order to ensure total customer satisfaction. Below is a list of our most popular spirits. "
Quotes
  • "Still 630 LLC is located in Saint Louis, MO, United States and is part of the Wineries Industry. Still 630 LLC has 2 total employees across all of its locations and generates 0.13 million in sales (USD). "
Quotes
  • "We don’t mass-produce our spirits in a factory; we’re a small family of distillers who use their hands from grain to glass. Our 100% North Carolina grains are crafted in house to ensure quality flavor profiles."
  • "In this way, we’re an oddity too. We’re not interested in what the other guys do. Instead, we want to create spirits that challenge the average and routine. Try one of our bottles and we think you’ll agree that our take on spirits makes us stand out from the crowd."
  • " ©Copyright Greensboro Distilling, LLC | 115 W. Lewis Street | Greensboro, NC 27406"
Quotes
  • "Our tours and tastings are an excellent way to experience our true Grain to Glass Distillery. Tours and Tastings are $10 a person, and include a tour of the facility with a breakdown of our unique Grain to Glass process, a tasting of our handcrafted artisan spirits, and an engraved Fainting Goat Spirits Glencairn Whiskey glass."
  • "Tours and Tastings generally last between 30 mins to an hour. Minors, accompanied by a parent or guardian are more than welcome to be on the distillery tour, but tastings are only for guests 21 and over, so please bring a photo ID if you want to be a part of the tasting."
Quotes
  • "Greensboro Distilling Co, LLC is located in Greensboro, NC, United States and is part of the Distilleries Industry. Greensboro Distilling Co, LLC has 6 total employees across all of its locations and generates 0.09 million in sales (USD). "
Quotes
  • "Huber’s Orchard & Winery began farming back in 1843 when our ancestors settled in Starlight, IN from Baden-Baden, Germany . Growing primarily fruit, our farm began to diversify in 1978 when we opened the doors of our winery."
  • "Today, we have almost 600 acres of farmland on which we grow many fruits, vegetables, Christmas trees, pumpkins, and grapes. We have a children’s farm park, farm market, cheese shoppe, ice cream factory, winery, gift shoppe, banquet facility, Indiana’s first distillery – The Starlight Distillery, and proudly participate as one of the nine wineries on Indiana’s first wine trail – The Indiana Uplands Wine Trail."
Quotes
  • "Starlight Distillery’s Reserve Brandy is made from our finest estate-grown grapes. We keep to old world tradition by aging the spirit in French oak barrels for a minimum of 5 years. This adds rich structure and complexity to compliment the bold fruit bursting out of each glass. This Brandy is a fine addition to any liquor collection. It blends well with wines, juices, or your favorite soft drink to create a variety of mixed drinks. "
Quotes
  • "Huber Orchards Inc is located in Borden, IN, United States and is part of the Vegetable and Melon Farming Industry. Huber Orchards Inc has 90 total employees across all of its locations and generates 5.59 million in sales (USD). "
Quotes
  • "We believe that we are the finest distillers producing today, and the critics agree. But that is not our end goal, we look for inspiration in everything we do. For us it is about using and utilizing local sources and of course our MAGIC WATER®."
  • "The Elgin Distillery not only produces one of the best Bourbons and Gins in the World (SFWSC, IWSC-London, LAISC, NYISC, LVGSA, BISC, CWSC, SISC, PWC, ACSA), but the Number One Rum in the World, back to back. (SF World Spirits Competition) and the only American Rum to ever win Gold at the IWSC."
Quotes
  • "My name is David Weglarz. I am the owner/operator of the St. Louis, Missouri distillery StilL 630. I believe that life should be filled with passion and intensity. That it is absolutely vital to live life to it’s fullest. That’s not only how I’ve lived my life, but it’s also how I run StilL 630. Legends never die. Countless are the merely wealthy forgotten dead."
  • "Our whiskey, bourbon, and rum are flavorful, well-balanced, and extremely high quality. We work and play by our own rules because life is too short to do things any other way. In the end we will succeed where others have failed because mine is an Indomitable Spirit. I truly believe this and I truly believe I am living the American dream."
From Part 05
Quotes
  • "The Elgin Distillery was the first licensed Craft Distillery in Arizona and is the most and highest awarded distillery in the west. "
  • "4731/2 Elgin Road, Elgin, AZ, USA 85611 520/369-3421 - Distillery "
  • "Our Stillhouse, which produces for all of our brands, is located on premises in Elgin."
Quotes
  • "We believe that we are the finest distillers producing today, and the critics agree. But that is not our end goal, we look for inspiration in everything we do. For us it is about using and utilizing local sources and of course our MAGIC WATER®."
  • "The Elgin Distillery not only produces one of the best Bourbons and Gins in the World (SFWSC, IWSC-London, LAISC, NYISC, LVGSA, BISC, CWSC, SISC, PWC, ACSA), but the Number One Rum in the World, back to back. (SF World Spirits Competition) and the only American Rum to ever win Gold at the IWSC."
Quotes
  • "Once a month we have a Wine and Dine in our Elgin Dining Room. Join us for seven courses and wine. No refunds once purchased as we are purchasing the food in advance of the dinner. This is a catered event and advanced purchase is required for seating. You must be 21 or over in order to consume alcoholic beverages, if not, you will be provided non-alcoholic beverages."
Quotes
  • "Wine Club 250.00 Spirits Club 300.00 Elgin Winery & Distillery "
Quotes
  • "ELGIN WINERY AND DISTILLERY WHOLESALE PORTAL "
Quotes
  • "Committed to using local ingredients, Elgin Distillery has been honored several times at the New York International Spirits Competition, including Arizona Whiskey Distillery of the Year in 2016 and Arizona Distillery of the Year in 2017."
  • "Elgin uses sugar cane from Sonora Mexico for its rum and, amongst other local ingredients, Arizona-grown rye for its Arizona Rye Whiskey."
  • "“We use local ingredients to showcase Arizona,” said distillery co-founder Gary Ellam, “even though we know it’s more costly to do this.”"
  • "“Firstly, and I believe most importantly, is the water,” said Ellam. “You must have a great source for water in order to make great spirits. Secondly, different still types and configurations are best suited for different spirits. This is why we have multiple stills. Lastly, you must have passion, but knowledge and science are also required.”"
  • "Since the article came out we have won the BEST RUM IN THE WORLD back to back, 2018 and 2019, at the World Spirits Competition in San Francisco. In addition, we won BEST IN SHOW at the AMERICAN CRAFT SPIRITS AWARDS and the WORLD SPIRITS COMPETITION. All for our REGALO DE VIDA RUM. We received a total of 20 major international gold or better medals for our ARIZONA STRAIGHT BOURBON WHISKEY and our EL GIN won a Silver Outstanding and Gold medals at the Gin Masters competition at the International Wine and Spirits Competition in London and the World Spirits Competition in San Francisco respectively. We have also produced the first roasted agave spirit in Arizona since 1938."
  • "Ellam stresses that his liquor is not only locally sourced, but is a “100-perent handcrafted product.” At the tasting room in Elgin, customers can sample up to three ounces of the liquors, or can even order a cocktail. To curb overindulgence, Ellam says that no one who is participating in wine tastings is permitted to then sample the hard liquor."
Quotes
  • "The distillery and its tasting room are part of a compound that includes the Village of Elgin Winery; an old airstream bus that Ellam plans to convert into a food truck; a chapel; a gazebo; a gun shop where Ellam says he builds machine guns for the U.S. government; and a peacock that occasionally struts across the road, startling passing divers."
Quotes
  • "1000 S. 4th St. St. Louis, MO 63104 314-513-2275 "
Quotes
  • "StilL 630 is a rapidly growing, regional leader in the industry of craft distilled spirits. All of our premium products are manufactured in unique, small batches. Our products are ultra high quality in order to ensure total customer satisfaction. "
Quotes
  • "Not just some assembly line churning out product. We are different because we are passionate. We are different because we are bold and committed. "
  • "Distillery Awards: ACSA Best Craft Whiskey in the Country for 2 of the past 3 years! Top 3 Best Craft Whiskey Distilleries in the US - USATODAY 10Best -2016 Top 10 Best Craft Whiskey Distilleries in the US - USATODAY 10Best - 2017 Whiskey, Wine, & Moonshine Tasting 2016 - St. Louis - First Place Whiskey, Wine, & Swine 2015 - People's Choice Award - Second Place St. Louis Magazine 2016 A-List Editor's Choice Winner - "Best Distillery" "
  • "That’s why we personally and patiently hand craft our spirits and age them in a variety of wooden barrels. We believe that doing things the right way is the only way, even if it takes longer. "
Quotes
  • "Our Experimental Spirits Program is our bold search for incredible new recipes. Over the years, a vast multitude of spirits will be created, aged, and unleashed for your enjoyment and critique. The goal is to create and discern fantastic new recipes for American Single Malts, Barrel-Aged Gins, Wheat Whiskeys, Brandies, Smoked Whiskeys, Rums, Bourbons, etc, etc… basically anything that’s not vodka."
  • "Very simply: FIRST FRIDAYS. On the First Friday of every month. ONLY on the First Friday of every month. And ONLY at the distillery. We will release ONE new Experimental Spirit per month for the NEXT FIVE YEARS. Began: 7/7/17 Yes, this is ambitious. Buckle up. "
Quotes
  • "St Louis, Columbia, Kansas City, Chicago"
Quotes
  • "You (and your group) get to come into the distillery for a private tour, where you will learn the entire distilling process and how regular grain turns into that special spirit. At the end of the tour, you will be presented with three individual barrels. From these barrels, we will taste samples. Comparing notes on the nose, color, mouth feel, finish, and overall taste. Then we’ll add some water and do it again. Ultimately, you will select your very own individual barrel!"
  • "The price for a single barrel of StilL 630 RallyPoint Rye Whiskey starts at $7,000. For that you get about TWO HUNDRED AND TWENTY FIVE bottles of YOUR VERY OWN WHISKEY! "
Quotes
  • "Challenge The Average"
  • ". Some call us odd, some call us peculiar, but what we can tell you about us is this: if we fall down or get knocked down, we do get back up again, everytime. We don’t mass-produce our spirits in a factory; we’re a small family of distillers who use their hands from grain to glass. Our 100% North Carolina grains are crafted in house to ensure quality flavor profiles. In this way, we’re an oddity too. We’re not interested in what the other guys do. Instead, we want to create spirits that challenge the average and routine. Try one of our bottles and we think you’ll agree that our take on spirits makes us stand out from the crowd."
  • "The process starts with organic grain sourced only from the North Carolina soil in the historical foxfire fog, hidden in plain view. Our vodka is then patiently double distilled through a 16 plate copper vodka column for a soft and subtle flavor. But be warned, this crisp and clean spirit will catch you off guard as its roar can barely fit in the bottle. We wanted our vodka to appear simple in style, but grab even the most experienced flavor connoisseur by the tongue. Tiny Cat Vodka is the smoothest vodka you’ll ever drink, alone or in a cocktail, our vodka is “Quietly Powerful”"
  • "We like to believe C.B. Fisher was a lover of a great Rye Whiskey. We were all in for creating a great Rye Whiskey which is why we used only the best NC grain, distilled to perfection and rested in a Char #4 new American White Oak barrel for two full years. This whiskey, rich with flavor and attitude, definitely brings friends together."
Quotes
  • "Here at Fainting Goat Spirits we take a tremendous amount of pride in our Grain to Glass process that truly makes a difference in the quality of our hand crafted small batch spirits. It all starts with our careful sourcing of high quality North Carolina grown Soft Red Wheat, Corn, and Rye from a small family owned and operated farm in Marshville, NC "
  • "Our Distiller then takes those high quality grains and creates a custom grain mash bill for each product that we create. We grind the grain the same day that we create our mash to ensure the upmost freshness of the grain. We then take the milled grain through our unique mashing process to create the highest grade distillers beer possible."
  • "After the in house open top fermentation is complete our distiller takes a unique low and slow method to distilling that creates an array of award winning handcrafted spirits that is truly unique in the industry."
  • "Whether we are creating the ultimately buttery and smooth Tiny Cat Vodka, the ground breaking Emulsion New American Gin, or the bevy of Whiskeys that are patiently aging in our American White Oak Barrels, our goal is to create the highest of quality spirits from grain to glass. From our still to your glass, Cheers."
Quotes
  • "Welcome to Huber’s Starlight Distillery located at Huber’s Orchard, Winery & Vineyards in beautiful Starlight, Indiana. We are proud to be producing brandies much like our ancestors did during the early 1800’s. You will find that our distillery produces only the finest products "
  • "master distillers, Ted Huber and Jason Heiligenberg, are committed to crafting brandies in the finest artisanal European tradition. Our estate bottled winery produces wines with intense varietal character that are hand distilled in individual batches allowing for the ultimate expression of the distillers art"
  • "19816 Huber Road Starlight, IN 47106 812.923.9813 Farm Market 812.923.9463 Winery "
Quotes
  • "GROUPON BOURBON EXPERIENCE ALL-INCLUSIVE TOUR IN OUR WINERY & DISTILLERY"
Quotes
  • "INFUSIONS & PORTS DISTILLED SPIRITS"
Quotes
  • "2017 Best in Craft- American Craft & Spirit Assoc, "
Quotes
  • "Today, the farm draws 600,000 visitors each year for U-pick produce, wine tastings and events. Plus, it offers a line of spirits from its Starlight Distillery. On tours, Ted Huber provides a fast course in the details of grain, charred oak barrels and the distillery’s steampunk valves and pipes. In Aging Barn No. 1, he pops a bourbon barrel’s plug and draws a sample. The Hubers pride themselves on what they call “grain to glass,” which means keeping every step of production on their property. “Whether it’s corn in the field or bourbon in the barrel, it’s bourbon to us,” Ted says."
Quotes
  • "Starlight Distillery (designated DSP-IN-31) uses a propriety 4-grain mash bill of 51-53% estate grown corn, about 7% wheat, and the rest split evenly between malted barley and rye. They also experiment with various types of estate-grown corn ranging from Yellow Dint to Bloody Butcher."
Quotes
  • " You can find these for sale at their distillery (which also offers tours) and local stores that do store pick single barrels such as Big Red Liquors and Vine and Table."
Quotes
  • " You can find these for sale at their distillery (which also offers tours) and local stores that do store pick single barrels such as Big Red Liquors and Vine and Table."
  • "What do you do after being named North Carolina Distillery of the Year? Why, you look to the next state, of course. Since Fainting Goat Spirits launched in September, the distillery has expanded to selling its liquor in 60 counties, and it is looking to move into the South Carolina market, said Andrew Norman, co-owner and head distiller. Fainting Goat Spirits, which makes gin and vodka, was recently named “North Carolina Distillery of the Year” by the New York International Spirits Competition. The distillery’s gin won a gold medal in the competition, which had 600 entries for more than 50 categories. Its gin also recently won a gold medal at the San Francisco International Spirits Competition. "
Quotes
  • "History made by hand. By people who give a damn. Corny and trite? Maybe to some. But to people like the Normans, and, well, me, it all makes perfect sense. Andrew Norman comprises a third of Greensboro Distilling Co. and Fainting Goat Spirits. He’s the head distiller, a creative mastermind grounded firmly in legacy and tradition. The Normans — Andrew; mother Shelley; and father Bill — rented their current space, in the heart of downtown Greensboro, in October 2015 and started distilling their first product, a clean and smooth wheat vodka called Tiny Cat. Emulsion Gin — a new American-style gin, lighter on the juniper and heavier on the cardamom and coriander, with a little German chamomile and some lemongrass, cucumbers, and orange peel — plays off the vodka. "