![]() One mistake so many business owners make is failing to take the time to think ahead. Because of this, plenty of factors come into play - climate change, political change, advancements in technology, natural disasters - things that you'd never imagine could affect a bottle sitting on your shelf.īusinesses, like distilleries, should carefully calculate how much to produce in any given year and project what sales will look like in the future. It's often decades after the process begins that the product is ever bought or sold. The whiskey-making process is one that takes years. Perhaps the most important and fascinating aspect of whiskey-making (and running a successful business) is the ability to think ahead, see the future and anticipate where the market is going. Master distillers take water and turn it into gold: You can do the same with your business. ![]() Identify the hole in your market, figure out the solution, and distill it. Don't make the mistake of spreading yourself thin by offering more than you need to. Figure out what it is you do best, whether it’s a product or a service, and focus on that without distraction. The best companies distill their products and ideas, too. Whiskey is only as good as its distillation process, whereby contaminants are removed so the final product is in its purest and finest form. Make people excited for what’s coming next. Build a brand that people want to get behind - and stay behind. Whether it’s a renowned brand name or a distinct flavor that can be identified as belonging to a specific distillery by aroma alone, making whiskey is all about creating an identity.Īs you and your product or service are competing in the market, the key to standing head and shoulders above the competition is having an identity. In the world of whiskey, as in any business, if you produce without passion, the market will taste it - and flavor means everything.Īmidst a huge market, one of the most important factors in the world of whiskey is a sense of identity. You have to love your brand, your product, and your service if you are going to create a love for it. It was the passion these founders had that created more than a brand, but a movement. When you look into the success of iconic companies like Apple or young brands like TOMS or The Honest Company, you'll find that they have one thing in common: They were created by passionate leaders. ![]() Good whiskey is born from passion, and so are the best brands. Why are people going to buy it, and what will they feel when they do? If you can do this, you will attract dedicated customers. Find out what your business does for customers. What story is your business telling? How is your product telling it? The fact that every sip of whiskey contains within it a unique piece of history is what makes it fascinating to experience and explore. Holding a glass of rich amber liquid - made with passion by hand up to 60 years ago - makes that connection tangible. As humans, we crave a sense of belonging and connection to the past. The result? Wyoming Whiskey, an award-winning standout in an ever-increasing field of amazing whiskeys being produced in the West.The magic of enjoying a glass of whiskey is the story of how it got there, the history of the distillery, and appreciating the intricate process involved. After laughing at what he assumed was a joke, and then explaining that he knew nothing about making bourbon, DeFazio said yes. He kept in touch with the Kate and Brad, who he considers family, and years after he left, he was called back to their office for a very interesting proposal from Brad: They decided that they wanted to make bourbon and they wanted DeFazio to help. Related: How 2 Brothers Revived Their Family's Tennessee Whiskey DistilleryĭeFazio worked for the Meads for three years before starting his own law office in Jackson. Instead of sticking to his California plans, DeFazio stayed put, hired by the Meads to work in their law office, as well as on their ranch. That's when he met attorneys Kate and Brad Mead. ![]() Lawrence University in 1992, he decided to hit the mountains of Jackson, Wyoming before hitting the books in law school.Īfter taking the California Bar exam in 1996, he found his way back to Jackson with the intention of spending one last summer as a river raft guide.
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