Appearances matter, even for craft spirits. While a distillery's success ultimately relies on its product, something still needs to get customers to buy a bottle and give it a chance. That something is often the label. 

Social Media has given rise to influencers - internet celebrities who gather massive followings based on their interaction with and opinions on products or places. What they say about a product can push it to success or doom it to failure. 

Changing demographics and customer experiences are the driving force behind the increased popularity and use of influencer marketing. Fewer people are willing to trust traditional marketing methods, which isn’t surprising. For years, consumers have been bombarded with intentionally misleading slogans and ad campaigns that led us to believe things like glorified sugar-water is healthy. 

Sustainability as a concept is being embraced by companies around the world. It makes sense since a clean environment is good for us all. No one wants to see a repeat of the Cuyahoga River Fire. The only way to ensure that never happens again is for companies to act in environmentally conscious ways. 

When it comes to dealing with government regulation, firearms and firewater catch the heat. So here’s to craft distilleries and some of the biggest hurdles hopeful hooch makers have to overcome. This industry is definitely not for the lightweight.

We all know that it takes more than an excellent product to be successful. Heck, if a good product was all it took to make a million bucks, we could have had Grandma make her meatloaf for us instead of building a distillery. Distilleries have to create a feel, a mental and emotional picture in consumers’ heads that pops up whenever they see a label or hear the name.