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Dana

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  1. Hey everyone. I was a distiller for almost 2 years, but I am currently managing one of the busiest liquor stores in the state of Ohio. We have the good fortune to sell thousands of bottles per day through retail. I am currently building capital for my own distillery, and I am using the opportunity to do research on the marketing and packaging of the big companies. I get to pick the brains of distributor reps, as well as regular consumers every day. You would be amazed what you can learn about peoples' buying habits by working a liquor store for a year. I highly recommend a tour of duty on the retail side if you want to fully understand the whole business. I'm beginning to draw up plans for bottle and label designs, as well as preparing to purchase trademarks for brand names. I would prefer to use humorous brand labels, not so much "ha-ha" funny, but labels that have a bit of a joke in them. My marketing guy tells me that this will hurt me in the market over the long haul; that it is just a gimmick. I ran into this issue at my previous job, where the distillers and the owners had some disagreement over whether we could use the word "ugly" on the bottle in reference to the type of pomello (ugly fruit) we used to flavor our vodka. I do not agree with my marketing guy, and I certainly think that the idea that humor does not work in the liquor market is bunk. Take a look at Alien Tequila, which is packaged in a bottle shaped like the typical extraterrestrial face (retails for $55 in Ohio). The best example of this I find in Vampyre vodka, which is colored red, and looks like it was made to cash in on the recent vampire craze. I understand that gimmicks are a sure path to brand failure over the long haul, and that humorous marketing campaigns are the hallmark of the big producers (No, I don't have any captain in me). Not that I am bashing large producers, they do, despite what you read on these forums, make some nice stuff. I am not one of those who feels that my product will be superior simply because I am the one making it. You show me a brand with more complexity and quality than Sauza's Tres Generacions tequila line, or find a flaw in Russell's Reserve 10 year old bourbon, and I'll buy you a beer any time, anywhere. But I digress. One of my influences is Rogue brewery and spirits. They have "non-traditional" names, i.e. they do not use the distillery's location or owner's name as the brand. I find their Dead Guy Whiskey to not only be a fantastic product, but the packaging is brilliant. I have spoken to the TTB about what I want to put on the label, and they told me that my ideas should be in the clear. And I understand that the TTB has some pretty broad guidelines on exactly what can go on the label. I am reminded of the story of Golden Shower Pilsner. The TTB green-lighted the product for years until someone at the agency caught on to the connotation implied by the brand name. Another example of this we should see soon is Three Olives Rangtang. The term "rangtang" has some awful meanings (go to urban dictionary if you dare), and I think the TTB may revoke that label when they figure it out. I do not want to go down this path, and I certainly do not feel that liquor labels should have sexual overtones. But looking at the beer and wine worlds, they get away with some raunchy, funny brand names. I guess what I am asking, is if a non-traditional brand can make it for the long haul. Companies like Rogue give me hope that I can have my humor and make a dent in the local market at the same time. After all, I got into this business out of sheer volition, because the sweet smell of mash is more satisfying than a 9 to 5. I should be entitled to enjoy what I do, and be proud of the packaging I use to bring my product to market. Thanks for reading. Stay safe. Dana Heath Murray
  2. Personally, I am usually more concerned about burns and sanitizer to the eyes than I am about the long term affects of product tasting. I believe Willy Nelson once said: "I know a lot more old drunks than old Doctors." Also, so long as you are not consuming large quantities of the heads and tails, you should do fine in regards to the not-quite-so-go-for-you compounds like methanol and the higher volatiles.The only major issue I have run into was a few bad mashes where acrolyne, used as a tear gas in WWI, was produced. Running the mash through the stills caused it to volatilize and it was pretty unpleasant. I spent the night in the hospital on a nebulizer thanks to that mash. Take it easy, Dana
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  4. Simply Don't worry about it. Bottle design has alot to do with the formation of the condensation around the neck. Also, If you are using a cork, realize that they might add moisture to the environment inside the bottle, allowing condensation to form.
  5. Are you ready to hire a motivated college graduate with practical experience in beverage production? As a chemist, I have a vast knowledge of the science behind brewing and distilling processes. As a former chef, I can select quality ingredients, and have a sound knowledge of the restaurant/bar business. As a distiller, I have over 1.5 years worth of experience in the production of high quality spirits for a craft distillery, from mashing to packaging and delivery. I have relocated to Columbus, OH and would like to continue to grow into the brewing and distilling professions. I am available, able to lift over 55 lbs over my head, and enough common sense to know how to follow recipes and directions. Please feel free to look at my resume, and email me for any questions. Dana Heath Murray dhmurray31@gmail.com Dana_Heath_Murray_Resume.doc
  6. Dana from LI spirits here. We use an electric forklift in our distillery and a propane powered forklift in our raw materials warehouse. The electric seems to work well because it has a smoother action with the forks and driving it seems to be easier in the tight spaces. The main danger that I am aware of with our forklift is the danger of sparking if the forks strike a metal surface hard enough. However, we have had no problems thus far. Other than that, just be careful!
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