Before starting to put products on the market (and investing your own money), it is essential to understand the demand. It’s a fact that if you are producing vodka on a small scale, you won’t be able to compete with the prices of big brands.
Continue reading to learn why conducting research is necessary before establishing your own craft distillery.
Will Anyone Buy It?
So, what motivates consumers to spend two or three times the amount on a craft product instead of a larger (more affordable) alternative?
A significant part of a company’s success lies in its branding and brand story. Branding is particularly important in craft distilling due to the large number of distilleries and products available. Therefore, having a unique and compelling backstory can be invaluable.
Examples of Brand Stories
For example, there is a new distillery in Newberg, OR, located at the end of the Oregon Trail. They embrace this historical connection, and much of their branding revolves around the Oregon Trail and the state’s history.
In Scotland, there is a company run by fourth-generation potato farmers who have expertise in potato processing, allowing them to obtain raw materials for free. They emphasize that they grow and produce all their materials on a single site.
Considering your own story and what makes you unique will help differentiate your brand.
What Is Your End Goal?
Sometimes, the heart’s desire takes precedence, and we might hear statements like “I want to create something good.”
However, a good product from your perspective may not be popular among consumers.
Are you interested in owning a small craft vodka brand? There is more emotion tied to niche products.
Who Is Your Brand Made For?
After analyzing yourself and your story, it’s time to examine your target audience. Who is your ideal customer? And more importantly, are they interested in what you have to offer?
Depending on your budget, you can gather audience information through primary research (surveys, interviews, and focus groups) and/or rely on external data (secondary research).
Primary research involves collecting and gathering your own information, while secondary research utilizes existing data and public records (such as sales data and industry reports).
You can learn more about primary and secondary research.
Create a Customer Persona
Once you have collected audience data, creating a customer persona can be a helpful next step.
A persona represents your key target audience in terms of their pain points, problems, and aspirations. Personas provide insights into the mindset of potential customers and help understand which messages will resonate with them.
If you desire personalized one-on-one coaching and guidance on how to start your own distillery and avoid common mistakes, you can learn more about entrepreneurship workshops for distilleries. These workshops offer:
– Basic information on the practical aspects of winemaking and product refinement.
– Interaction with practical distillation demonstrations.
– Guidance on adjusting alcohol content as required by law.