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Distillery Tours: Five Keys to Making New Friends for Life

A small craft distillery doesn’t have anything like the marketing budget of the bigger brands—but it does have a home and a story. One of the best ways to tell that story—and to get people to taste your pride and joy—is to offer a memorable tour. Here’s how to do it.

Devin Ershow Aug 16, 2024 - 11 min read

Distillery Tours: Five Keys to Making New Friends for Life Primary Image

Photos: Courtesy Kings County Distillery

Building a successful spirits brand is more difficult than many would believe. If only it were enough to have the right recipe, a great spirit, or even a magnificently designed bottle and label. However, at the core of every successful distillery is a good story, and the real challenge is effectively sharing that story with potential customers.

A great spirit is important—but if no one tastes it, what’s the point? A beautiful bottle can catch someone’s eye, but what compels them to open it? Larger distilleries might spend millions on marketing campaigns, consultants, and PR agencies trying to address those questions. Maybe those dollars are well spent, but even at a smaller distillery, there’s something you can do to more effectively tell your own story: Build a strong tour program.

I’ve represented several brands in a variety of roles, including as tour and events manager for Kings County Distillery in Brooklyn, New York. Here, I share with you my five keys to a successful distillery tour program.

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Devin Ershow is the cofounder of American Mash & Grain, a whiskey blog/blending house that endeavors to elevate the profile of the American Craft Whiskey Movement. He is also the head mixologist for Stranahan’s Colorado Whiskey. He is an Executive Bourbon Steward through the Stave and Thief Society and a Level 2 Award Recipient with Distinction from the Wine & Spirits Education Trust (WSET).

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