How to build a distinct alcoholic drinks brand

Stephen Whiteside

Brands in the alcoholic drinks space need to ensure they get certain fundamentals right as they seek to grow in the long term.

Even the most discerning whiskey connoisseur might be surprised by notes of crab or the musky odor of castoreum – a substance emitted from glands in the posterior of adult beavers – when sipping on their latest tipple.

But making the Crab Trapper and Eau De Musc Castoreum brands of whiskey are not the only unusual things about Tamworth Distilling, a New Hampshire-based enterprise which focuses on small-batch production, experimental flavors and using local ingredients.

More specifically, the innovative mind behind these offerings is Steven Grasse, the creator of Hendrick’s gin and Sailor Jerry rum. And, as well as leading...

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