to have a chance to potentially be successful in the US, here is a non exhaustive list what an artisanal spirits brand should have/do: 1- a very good to great quality product, on nose and palate 2- a product with a soul/personality. just "good" wont cut it. 3- a genuine story about how the brand/product came about 4- the understanding that the US is its own beast which likely require adaptations (from the line-up to be sold to the marketing etc...) from what made the products successful in other countries 5- the understanding that nobody has been waiting for this product; it needs to prove itself 6- patience, a lot of it. how much? unsure, but count in years, by increment of 5 7- the right network of partners, from importer to wholesalers to on & off prem key partners, evangelists and fans 8- be humble 9- tirelessly work towards making genuine relationships
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Stephen Caronna
2mo
Truth.
Entrepreneure agricole at Château Arton - Wine & Armagnac
2moSo we are Château Arton single-estate Armagnac, and our importer is PM Spirits . As the farmer, I believe we have/do points 1,2,3 and 6. For 4,5 and 7, we trust our importer to guide us and represent us, as a good curator would do. And about 8 and 9… Well they seem very connected to me: when you loose 90% of your harvest in 1 hour because of a tornado (that’s what happened to us last year*), i assure you that humility is the only thing you feel as a farmer. And you have no choice but to work tirelessly to save the 10% left. No time for fake relationships. My question is: when all our energy -and money- go into all of the above (1-9), what is the next step to become successful in the US ? *for those who don’t know us: i want to finish on a positive note: this year is our first 100% organic production, and the harvest was the best we ever had in 35 years 🥳. Biodynamics work! (Though this doesn’t mean the sales will follow.. 🙃)