Cross Keys Gin Black Currant is now available at Ocado, the UK’s biggest online grocery retailer. The agreement is being managed by Amber Beverage Group’s (ABG) UK-based drinks distributor Cellar Trends and comes at an exciting time, with the gin category continuing its double-digit growth.

“I am really pleased to have added Cross Keys Gin Black Currant to our range of gins at Ocado. The combination of blackcurrants and linden blossom produces a flavoured gin unlike any of the others we stock, and its innovative clay bottle will appeal to our consumers,” said Gary Hyde, Spirits Buyer at Ocado.

Cross Keys Gin Black Currant is a premium gin which unlocks the essence of the Baltic region. Blackcurrant is the key botanical delivering a unique taste for this handcrafted gin. Cross Keys Gin Black Currant is well balanced using traditional juniper berries distilled with local herbs and a hint of sun-ripened blackcurrant sweetness.

Rooster Rojo tequila is now available in Australia’s premier liquor merchant, Dan Murphy’s. Amber Beverage Groups’ Australian arm, THINK Spirits, continues to get results and has secured a listing for the ABG-owned Rooster Rojo Blanco tequila with Australia’s biggest alcohol retailer, Dan Murphy’s. The premium retailer is stocking all three SKU’s of Rooster Rojo tequila (Blanco, Reposado, and Añejo) through its growing online business and has listed Rooster Rojo Blanco across all of its stores.

Commenting on the new listing, Patrick Borg, THINK Spirits CEO, says, “We are incredibly excited to be working with Dan Murphy’s right now. The Tequila category is booming and becoming even more premium and we have a fantastic opportunity to continue to grow the category through Rooster Rojo, particularly with more consumers than ever making their own cocktails at home.”

Rooster Rojo tequila is produced in small batches in the town of Tequila in Mexico, using only 100% blue agave. Carefully crafted by the Fabrica de Tequilas Finos master distiller, Arturo Fuentes Cortes, and blended with water filtered through real Mexican silver, Rooster Rojo is the first tequila to use this technique, resulting in an authentic and high-quality spirit.

Moskovskaya Pink Vodka is listed in the UK, Portugal and Finland’s alcohol monopoly. With the UK vodka category back on the rise and the pink trend continuing to grow particularly with increased interest for at-home cocktails, innovative Moskovskaya Pink Vodka is now listed in one of the biggest UK’s online stores, Master of Malt, as well as in Alko – an independent company owned by the Finnish State which has a distribution network of over 350 stores and over 60 pickup points, covering the whole of Finland. Additionally, Moskovskaya Pink is listed in two Portugal’s biggest retail chains Sonae and Continente. The outlook for Vodka category in Portugal is generally positive for future years, thanks both to high-profile premium brands and the drink’s general versatility in cocktails.

“The UK and the Nordics are strategic markets for Moskovskaya Vodka and I am delighted to see Moskovskaya Pink – our innovation – starting to open important doors for the brand. Online commerce has become a great focus for us and Master of Malt is one of the finest online spirits retailers in the UK. In addition, a listing at Alko, the Finnish State monopoly, is always a particular cause for celebration. Portugal is one of Moskovskaya’s core markets and our long-term partner Primedrinks has done an outstanding job with Moskovskaya Pink listings with some of the major retail players,” said Helena Zakmane, Global Brand Director of Moskovskaya Vodka.

Moskovskaya Pink is a premium vodka with natural raspberry and lime flavours and a touch of juniper. Its pleasant, smooth taste and blush pink colour make it perfectly suited to elegant and refreshing cocktails. Moskovskaya Vodka is available in over 65 markets worldwide and has received numerous awards and accolades from experts in worldwide competitions since it received its first Gold medal in 1954 at the International Trade Fair in Bern.

Source: Amber Beverage Group

How did the whole story of Lanique start? Who inspires you to become an entrepreneur?

Lanique’s story dates back to 1785, when it was first created in the Kingdom of Prussia. It was enjoyed throughout the 1800s and early 1900s but was unfortunately lost during the World Wars when the availability of fresh rose petals dried up. Thankfully, it was rediscovered by Jersey-based entrepreneur Lawrence Huggler and relaunched in 2015.

Entrepreneurism is something that comes very naturally to me from my days helping to grow a small mobile bar business into a franchised multi-bar business. My work with Smith & Sinclair helping to grow its adult sweet business has influenced my role at Lanique, taking the product and business forward in new and exciting ways over the last two years. I would say I take a lot of inspiration from our owner Lawrence, who is the king of brand building.

Lanique is a spirit of rose. Can you tell us more about the most important flavor notes?

As the name suggests, it’s all about rose! We distill thousands of hand-picked rose petals to extract the finest Attar of Rose (the essential essence that comes from the rose petals). We then blend this slowly into our spirit to get its signature flavour.

It’s very important to stand out as a brand in such a big market. What makes Lanique differ in the beverage market?

There’s simply nothing else like it. Lanique has a spirit strength of 39% abv, balanced with the mouth feel, viscosity and full flavour of a liqueur. Because of this, bartenders and customers are discovering Lanique and using it to add a twist to a classic cocktail, or simply topped up with tonic (just like a G&T!).

Beverage development is a tough process. What kind of difficulties have you faced?

Not many! We use the original recipe from 1785 to ensure our product remains authentic and has great provenance.

In your opinion, what are consumers looking for when it comes to beverages? What is the ideal consumer profile for Lanique?

Consumers are educated and informed when it comes to mixing their favourite spirits or ordering at a bar, which is brilliant as this encourages discovery and adventure. Flavour is key, and consumers this Spring/Summer are seeking floral, spritz-style drinks to enjoy at home or at lush bar terraces.

Lanique’s ideal customer is someone who lives life with a sense of “La Vie En Rose”, is inspired by creativity, loves sophistication and embodies a sense of splendor in the everyday. We don’t rule out anyone (unless you’re under 18 of course).

Lanique is based in The United Kingdom. In which countries consumers can buy your brand?

Consumers can enjoy Lanique in the UK, Australia & South Africa (for now….!)

What are the biggest goals set for 2020?

To work with a brilliant supermarket to launch Lanique to the masses, to continue to work with amazing, creative bartenders in the UK and to extend our reach to many new markets around the world.

What advice would you have given yourself before you started out in the beverage business?

Do it earlier in life, it’s such an incredible industry that allows budding entrepreneurs to blossom (sorry for the floral puns!).

For more information visit Lanique’s website.

Walter Kooijman, Managing Director of EMEIA & GTR at ABG: “By joining Spirit France to our extensive list of experienced partners we can expect to continue the great growth for our brands in Europe. Spirit France has proven record of building premium brands in France. This along with their strong operating standards give us a solid route-to-market to support our brands. We look forward to the growth of our brands and the Spirit France cooperation for years to come.”

Spirit France will be targeting modern retail outlets and the on-trade in France, while also implementing on-premise activations to entice new consumers to the brands.

Serge Der Sahaguian, CEO of Spirit France added: “We are delighted to represent in our market Moskovskaya Vodka and believe that it is a great fit with our portfolio of premium spirits in France. We take great pride in only representing brands that are authentic and offer consumers a real point of difference. Moskovskaya truly delivers on this proposition.”

Spirit France is a group of companies specializing in the production and commercialization of premium French craft spirits in both Calvados and Armagnac AOCs. It aims at developing famous brands on the inescapable niche market of the premium spirits. Spirit France has a wide portfolio of leading premium craft brands: Calvados Père Magloire, Calvados Boulard and Grand Armagnac Janneau.

Source: Amber Beverage Group

In line with the new bottle design and the innovative marketing campaign, the brand is also launching a groundbreaking limited edition bottle, celebrating the anniversary of the USSR Space Program and a world first. In 1959, exactly 60 years ago, the first spacecraft that escaped Earth’s gravity and reached the vicinity of the Moon was launched. The limited-edition bottle, called OUT OF SPACE, has been designed, like the new creative platform, in collaboration with the Not Perfect Vilnius Agency and will be available globally, launching in the second part of 2019.

In the same time, the legendary brand has released an answer to the global pink gin trend. “Moskovskaya Pink vodka is our innovative answer to the popular pink gin trend, which has taken Spain’s market by storm as an explosive phenomenon. Moskovskaya Pink is going to disrupt the vodka’s market in Europe thanks to the powerful flavor and innovative perfect color,” said Renatas Alekna.

Source: Moskovskaya Vodka

“This has been a year of extraordinary challenges, experiences and success stories,” said Seymour Ferreira, the CEO of Amber Beverage Group. “We have added new production facilities, distribution channels and brands to our portfolio, transforming ABG from a pan-Baltic enterprise into leading beverage company able to offer a more direct service and experience to our customers and consumers worldwide.”

“Based on the comparison of the group’s financial performance in 2018 versus previous years, mergers and acquisitions activities have contributed an additional 5% or EUR 10.4 million to the total net revenue,” said Ferreira.

In February 2018 ABG completed the takeover of one of the oldest production companies in Estonia – Remedia. In April ABG increased its holding in Cellar Trends, the UK distribution company. The goal-oriented team didn’t stop there and in May ABG entered the Australian market, acquiring a majority stake in Think Spirits – one of the largest independent distributors of spirits in the country. In October ABG gained a majority controlling interest in Permalko – the oldest vodka distillery in Russia, adding to its brand portfolio such well-known brands as Gradus and Russkij Rezerv and nearly 3 million 9 L cases of additional business.

The renewed ambition for ABG’s main asset – one of Russia’s oldest vodkas Moskovskaya Vodka is set to deliver 1 million 9 L cases by 2022. The continuous organic growth of one of the oldest bitters in the world, Riga Black Balsam, is on track growing its profitability base. The newcomers to ABG core brands Cross Keys Gin and tequila front-liner Rooster Rojo tequila are launching in new markets every quarter. Cosmopolitan Diva, the first sparkling wine filtered through real gold, keeps finding new partners to distribute the brand all over the world.

“Supporting our brand and route-to-market plans will be our continued efforts to improve our overall efficiency both in the Baltics and global markets. With this in mind, we plan to improve our production capabilities further, adding additional focus to purchasing, planning and infrastructure improvements,” said Ferreira and predicted: “With that energy behind us, we are set to become a €1 billion company over the next four years”.

Source: Amber Beverage Group

Packaged in a 750mL stunning glass bottle, the ice blue labeling calls the refreshing glacial waters of Norway to mind. The USDA Organic label is also displayed prominently on the label to give drinkers peace of mind about what they are drinking. This isn’t just any spirit! Not only is Wintersun Aquavit certified organic—it’s made in small batches, so each bottle gets the attention it deserves.

Wintersun Aquavit has a smooth, herbal finish, but you’ll feel the kick you expect from a clear liquor in the back of your throat! Each bottle is made using Wintersun’s 100% copper distilled liquor.  The neutral liquor has been infused with caraway, aniseed, and orange to give a subtle but balanced herbal flavor. This liquor is perfect for putting a delightful twist on classic refreshing cocktails like mojitos and gimlets! Or, you can do it like the Nords do: take an ice cold shot at the end of dinner at your next festive gathering!

This aquavit is perfect for those looking to expand their horizons in the world of liquor, or for those who are already fans of Aquavit and are looking to try out a new brand. We don’t think they’ll be disappointed by Wintersun. Wintersun is also perfect for those looking for ethically sourced liquors with values they care about. Bluewater Organic Distilling (the makers of Wintersun Aquavit) is a community-focused independent distillery, and the first distillery to become a member of 1% For The Planet.

For more information visit Bluewater Organic Distillery websites.

“Moskovskaya is one of the oldest Russian vodka brands, but it doesn’t mean that it can’t change with time. Even when developing something new, Moskovskaya stays loyal to the Russian heritage and traditions. The market is changing, consumer habits are changing, and we are bringing a new twist that builds on old vodka and infusion-making traditions and enriches them with East European botanicals and spices. For some this will be something new and worth trying, for others – something they have been waiting for years,” says global brand director of Moskovskaya Vodka Renatas Alekna.

The master blender of Moskovskaya Infusion, Janis Mazis, was inspired by the ways how vodka is enjoyed by Russian consumers as well how classical vodka cocktails can get new twist by adding a bit of spice or local East European herbals. Historically Russians drank vodka together with, as they call it, zakuska (закуска – Russian), a small snack that is eaten or drank after a shot of vodka – a pickle, a slice of dark bread and lard, so that was the inspiration for Pickle and Dill infusion, enriching it with bay leaves and peppercorns. Horseradish is widely used in East Europe next to the fat meat dishes as well as to make one of the most unique infusions, also known as Chrenovucha, which is again consumed with food and nice to drink in shots.

Cranberries are probably the most common complement to vodka. They are used for infusions or, even more frequently, cranberry juice is mixed with vodka or drunk after the shot of vodka. This time we have added some spice and freshness. Also, ginger is becoming more and more popular in today’s cuisine and as an ingredient in beverages; consumers who will try Moskovskaya Ginger and Lime infusion shots will notice the familiar taste of a Moscow Mule cocktail but with a quite rich and fresh taste due to the additional ingredients we use.

“Many of these authentic tastes now will be found in Moskovskaya novelties,” Renatas Alekna explains. New infusions will be bottled at 32% abv in 0.5-liter bottles, and, during the year of 2019, will be available in the Baltic States, Italy, Ukraine, Spain, Greece, Armenia, Georgia, the US, UK and Australia.

Source: Amber Beverage Group

“Everything about EFFEN Vodka is different, from its distillation and bottle design to its smooth, clean taste, and we’re committed to providing unparalleled quality to our consumers,” said Clement Reid, Marketing Director at Beam Suntory. “Both EFFEN Rosé and EFFEN Yuzu Citrus will bring dynamic taste profiles into the vodka category, from Yuzu’s Japanese-inspired roots to Rosé’s innovative spin on traditional rosé wine. We’re excited to bring these new offerings to vodka lovers everywhere.”

The two new expressions are an extension of EFFEN’s “Different by Design” marketing campaign. Launched in 2018, Different by Design celebrates self-expression, welcomes creativity and inspires consumers to be unapologetically true to themselves. Through these flavor offerings, EFFEN encourages fans to enjoy cocktails that are as unique as they are.

EFFEN Rosé turns the rosé wine trend on its head with its unique taste profile. A refreshing, bright vodka, EFFEN Rosé challenges traditional vodka and rosé wine to create a crisp, clean and fruity flavored expression that emulates a classic rosé. This new flavor is best served with soda or combined with sparkling wine.

EFFEN Yuzu Citrus was created to embody the subtle beauty of Yuzu, a Japanese fruit described as a flavor profile that resembles a combination of lemon and grapefruit. Growing in popularity amongst chefs and mixologists for its aromatic flavor, this trend-forward innovation provides a sweet flavor with a citrus finish. The new citrus offering is best served neat or with grapefruit club soda.

EFFEN Rosé and Yuzu Citrus are made with 100 percent premium wheat from Northern France and no added sugar or artificial flavors. Both expressions are filtrated and distilled in Northern Holland. They are the perfect canvas for cocktails that highlight their bold character and are available in markets nationwide for a suggested retail price of $21.99/750mL.

Source: Effen

1. First of all, congratulations on the release! How did you come up with the idea of writing “How to Get U.S. Market-Ready”?

I had been tossing the idea around for a few years, as it was as common question I‘d get in response to my writing, speaking, lectures and consulting. Then, my friend Stevie Kim, who runs Vintaly, came to me and said, „We‘re going to do a book together, and you‘re going to write it.“ Stevie had previously published a couple of books including Italian Wine Unplugged:  Grape by Grape,“ and so had the infrastructure in place under her Wine2Digital team.

I had actually made a couple of starts on a book in the past but found I really needed the motivation,schedule, due dates and leadership from her to move an idea into reality.

Stevie assigned Federico Berti to manage the project and Enrico Avesani to design the book and that made it a lot easier for me to just focus on the writing piece.

One thing I learned is that it is a lot harder than it looks and it takes a lot more time than  I would have thought. Frankly, writing it was the easy part. The hard part was turning a mass of content into an organized book that had structure and flow.

I’ve spent a majority of my time in the last 15 years working with wine and spirit brands on their U.S market introductions. And I found that typically, everyone made a common set of mistakes. That was because the U.S. market isn’t just one market. I like to say it‘s more Balkanized than the Balkans, with 52 separate regulatory entities. So while America may be the largest wine market in the world, and one of the largest spirits consumers as well, the reality is, breaking in is more like breaking into 52 different countries, all with their own rules and regulations.

So I created a program called „Get U.S. Market-Ready“ that combined the education prospective brands needed to understand and deal with the U.S. market, along with the practical tools to execute their plans. These were proprietary tools I developed and most are data-driven…practical, quantifiable, and measurable. Things like creating a template for price structures with all the formulas for margin and markup, and state taxes. Also a tool to pick the right market for each individual brand…and most of the time it‘s counter-intuitive. As an example the biggest wine market states of NY and CA, often are the wrong markets for new brand introductions.

And as I fine tuned what turned out to be effectively a master‘s level education in U.S. wine and spirit introductions, I actually turned it into lectures that I give at several universities. I now lecture at University of Bologna Business Schook and my alma mater, Cornell University, and the book is part of the curriculum for the wine tracks there.

2. I have read your book and it feels like this is the perfect guide for wine and spirit startups that are wondering to enter the U.S. market. Why the U.S. is such a great opportunity market?

Let‘s start with the idea that it is the biggest wine market in the world, and one of the biggest spirits markets as well. Even with that scale, the U.S. has lots of head space in terms of per capita consumption of both those categories, relative to other countries in the world. A lot of that has to do with Prohibition, the effects we‘re still feeling 85 years later. But the bottom line is the U.S. offers a huge and growing market, with lots of opportunities for creative marketing and promotion, and, because of the regulations, in many senses an even playing field for the new/small guy as well as the existing big guy.

One of my chapters is titled: Opportunity is knocking…can you hear it?  That speaks to the many niches in the U.S. market that remain to be exploited. These include indigenous varietals on the wine side, and products from countries other than the top 10 of Italy, France, Australia etc. We’ve had success working with producers of spirits from countries such as Peru, Chile, Bolivia, Ukraine, and wines from Slovenia, Greece, South Africa and Portugal.

One other key fact…as Millennials have picked up the mantle as being the largest wine and spirit consuming age cohort from Baby Boomers, they are correspondingly changing everything else…from the types of products consumed, to how they‘re sold.  Add in the emergence of the web, social media and smartphones, and we‘re in an entirely new era.

3. There is a chapter regarding the very beginning of the preparation of entering the U.S. market. What are the main steps to prevent anyone from getting “a bloody nose”?

One of the points I make is that it‘s not just important to do the right things that are unique to this market, but also do them in the right order. And one of the very valuable tools included in the book is a detailed flow chart…a checklist if you will…of all the things that have to be considered in planning a brand launch. That tool alone will help new-to-the-U.S. brands raise their chances of success.

I liken breaking into the U.S. market as a series of three locked gates in sequence, with a brick wall at the end. Importer, Distributor, retail/HoReCa are the locked gates. The brick wall is the end consumer. A pessimist would look at that and see all the problems. An optimist…and I like to work with optimists…will see tremendous opportunity in the same set of challenges. There are whole bunch of solutions to those locked gates that need to be considered other than the traditional ones. In fact, I like to tell people, it‘s not enough to have a great product, you need a route-to-market that‘s custom designed to your specific resources, objectives and characteristics.

4. Finding the right importer and distributor seems like a difficult task. What are the rookie mistakes brand owners should avoid?

Most suppliers think they want an „agency brand“ importer (who will take the responsibility…and margins…of establishing and growing the brand). In reality there are 9 different options for importing to the U.S. that really should be considered…all of which could end up being a lot more profitable and successful for newbie brands.

We recommend that brands look at the importer decision as two steps. First step is finding an importer to get started with. And we cite 5 different ones…the category is called „service importer“ which include MHW Ltd. and Park Street. Both have distribution licences in NY, CA, FL and NJ, so they‘re a great place to start. Then, once the brand has worked out the kinks and figured out the right formula for success in the U.S., producers can start looking for their „forever“ importer. The beauty of this approach is the range of options for the forever importer will be a lot larger, and those will be a lot more motivated to talk to you once you’ve gotten traction in America.

The same is true with distributor selection. A new-to-the-U.S. brand has little credibility and lots of risk. We recommend brands prove their concept before actively reaching out to traditional distribution.

I would also mention that there are two new options for import and distribution that are getting a lot of attention. One is called LibDib and the other is Merchant 23. Both are solutions to importing and distributing that are designed specifically for the needs of new brands.

5. As stated in your book, What Is In It For Me (WIIFM) is a critical question. Can you explain its meaning and importance?

Sure. WIIFM is a mnemonic device we use to make sure everyone‘ focusing on meeting the needs of the key decision maker  you‘re dealing with at each stage-in the process. What that means is the importer or distributor are not interested in your brand as much as they are in how your brand will make them more money, or fit into their portfolio and growth goals. The quality of the wine is irrelevant at this point, except insofar as that it has to be competitive. At this stage, better wine…or spirits…is not a competitive advantage. It‘s axiomatic that all products made today are technically „good.“ And consumers are buying brand more than they are liquid.

The same holds true for on and off premise retailers. They want you to answer a specific question: „If I take your brand in, I have pull something out that I already know is making me money and has a track record in my store/restaurant. Show me how carrying your brand will help with my business objectives: make more money, more margin, attract more customers, differentiate my store from others.“

That‘s not to say that great reviews and high scores are not important. In fact the opposite is the case. But at this specific stage in the sales process, they‘re considered the „ante“ to sit at the table.

6. To the rest of the world the definition “Franchise State Laws” might be unfamiliar. What is it and how it might affect brands which are planning to enter the U.S. market?

It‘s too complicated to explain here, but suffice to say that there are about 20 states in the U.S. (Massachusetts, Connecticut, New Jersey, Georgia to mention a few) where the net effect of franchise law means that there is a different roster of distributors in the market than in non-franchise states. So a market introduction strategy for a new brand might want to target franchise states because the generally smaller, state focused distributors would be more interested in new brands than the big national distributors. Connecticut is a case in point. It‘s adjacent to NY and has a lot of people who commute to the city. But the distribution line up is totally different than what you would find in New York.

7. It seems that getting the needed attention from distributors is very challenging. What are the main actions brands can take before trying to find the perfect distributor?

That‘s a complicated question to answer. Particularly so because you need to do a different set of things to „activate“ a new distributor, than to work with one where your product is already established. That said, the producers‘ goal of working with any distributor is to get a disproportionate amount of their time and attention.  And that takes innovation, creativity and a deep understanding of how that specific distributor operates and where their focus is. That‘s why I feel it‘s important that the person who manages distributor relationships in the U.S. be based in America and thoroughly steeped in not only the bev. alc. market, but knows the people at that specific distributor and has worked with them before.

8. To sum up, is it worth trying to enter the U.S. market for wines and spirits brands? Why?

A lot of folks, me included, tend to focus on the challenges of entering the U.S. market. Frankly, they‘re no different in scale and scope to any other country, just different in terms of being fragmented and in many cases, not making sense. Both are the result of the repeal of Prohibition when the Federal Government granted the states the right…and the responsibility…to regulate beverage alcohol. Back then, the states were interested in keeping gangsters like Al Capone out of the business. Now they‘re more interested in the taxes the industry can generate, among other priorities.

So, yes, it is absolutely worth it for new brands to break in and grow in the U.S. The sheer size of the market is compelling, but also the stability of the market,  its consistent growth record and potential for the future. And of course the „headroom“ factor of relatively low per capita consumption means there‘s lots of opportunity for growth. Add to that the seismic changes being driven by Millennials, the internet and e-commerce means America is the place where creativity, innovation and sheer persistence can dwarf sales and profits in any given brand‘s home market.

For more information regarding the book please visit Bevology’s website.

Five Wives is a perfect example of a successful vodka brand. How did you come up with the idea of Five Wives?

We launched in 2009 with Underground Herbal Spirit as our sole brand with the hopes of taking it national. For two years we focused on that. As we learned the spirits industry we ascertained that we should look to broadening our portfolio, Vodka was the logical starting point. The “Five Wives” concept actually came from a friend of mine after a brainstorming session.

Five Wives is a vodka line with 3 different flavors. Can you tell us more about each? Which one is your favorite?

We are actually 4 different “flavors” or styles now. Five Wives Premium was just launched. It is a potato vodka to complement our corn-based spirit. We also have Heavenly Vanilla Custard which has a lovely rich vanilla taste. Sinful is a natural cinnamon flavor that finishes with the vanilla flavor that is in Heavenly. It is more of a cinnamon roll type taste than the candy taste of the usual cinnamon liquor products.

“100% gluten-free as always” is a slogan on your website. In your opinion, is gluten intolerance becoming a spread-wide problem in the modern world? Or  is it just a healthy lifestyle movement?

I will say this, people are concerned about it and with a corn-based and potato-based products, we know that they can fit our vodka into their lifestyles.

It seems like owing a vodka brand isn’t something easy to do. What is the biggest difficulty you have overcome since the release of Five Wives?

It is a challenge. The biggest challenge is just being a very small player in a business that is “big business” run and dominated by big conglomerates. It is a huge marketing industry and if you don’t have money to market, you better have other skills to bring to the table to counter that weakness. I hate to say it, but it has to be more than just hard work. It’s a battlefield out there in the marketplace. I mean think about this, the big companies actually make their own competition to occupy a specific price point on the shelves so no other company can move in and get any space. You can’t do that as a little guy.

Five Wives is an interesting name for a vodka brand. What is the meaning behind it?

We love the Five Wives branding and name. Listen, we are from Utah so if you are in Utah, you obviously are going to think about the polygamist past of the state. If you’re not in Utah you might think about it in the vein of Five Guys Burgers. There’s no real meaning behind it, only what you bring to it, And trust me, we hear all kinds of fun meanings people bring to it. We like that people are able to have fun with the name. Find a meaning that fits their reality and be pleasantly surprised by the quality of the product at a reasonable price. It has a nice alliteration we might add.

Your brand has managed to win at least seven awards. Which one is the most important to you? What is the next milestone you want to reach?

You know the most important award is one that we don’t list.  In 2013 The Thomas Jefferson Center for the Protection of Free Expression honored us for batting censorship after the state of Idaho tried to ban us from their shelves for being “offensive.” A battle we fought and won.

Being unique is the key to success. What makes Five Wives differ in the beverage market?

Being unique is the key to getting noticed. Success requires a whole lot more. You have to be hard working, concerned about quality, be reasonable in your pricing, be good corporate citizens, always be improving, be good money managers, work as a team, seek out effective partners … the list goes on and on. I think that is the biggest eye-opener when “little” guys get into this industry, its a hell of a lot more than just getting a product to the shelf. That’s just the first step on a very long journey.

What advice would you had given yourself before you started out in the beverage business?

Raise more money. Have realistic expectations. Be patient. For me, this has always been business, but for many its a “lifestyle” which is fine, but your success is going to be dependent upon how much business acumen you have, not how cool it is to be sipping a product you made. I mean that’s pretty fun too, but you have to put that cocktail down and get to work.

For more information visit Five Wive website.