Melkon Khosrovian Posted December 21, 2010 Share Posted December 21, 2010 With the recent Moon Mountain discussion here and the growing interest by large producers to create brands that look & feel like they're crafted by small producers, I recently spoke with Bill Owens about simple, cost-effective ways we could help consumers and the trade identify the genuine article. The idea I mentioned involved branding bottles of spirits produced by qualified micro spirits makers -- e.g., those who sell less than 60,000 PGs per year -- with a sticker that would clearly identify them as "certified micro spirits." This approach, where ADI would issue certification of each producer's "micro" status, would offer us a number of advantages: - easy marketability to consumers and trade buyers for our brands and the category and - a more defensible barrier to entry against big producers than trying to claim terms like "craft", "artisan" or "small batch" for micro spirits producers' exclusive use (though that would be great, too). There would be some costs, as well, for instance: - obtaining certification as a micro spirits producer from ADI - buying and placing the stickers on our bottles - changing our label art (for simpler production down the road) I invite all to comment on this approach to promoting and protecting our turf (as well as my attempt to create the stick art). The next ADI meeting is a few months away and, if we get consensus that this is a worthwhile idea, I'd like us to have a more formal discussion there about implementing it. Melkon Link to comment Share on other sites More sharing options...
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