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Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Allison Parc and Gable Erenzo, sponsored by Old Duff Genever and Brenne Single Malt French Whisky

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Thank You
…to our sponsors.
#SmallIsBeautiful #TOTC2018 #NanoBrands
@OldDuffGenever @BrenneWhisky

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@OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands
en·tre·pre·neur
ˌäntrəprəˈnər/
noun
noun: entreprene...

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@OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands
so·lo·pre·neur
ˌsōlōprəˈnər/
noun
noun: solopreneur;...

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Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Allison Parc and Gable Erenzo, sponsored by Old Duff Genever and Brenne Single Malt French Whisky

Seminar at the Tales of the Cocktail festival , 20 July 2018. Most brands concentrate on getting as big as they can, as fast as they can - but not all brands. Join a trio of nano-brand owners who have successfully swum against the tide of breakneck expansion and growth at all costs: Philip Duff (Old Duff Genever), Allison Parc (Brenne whisky) and Gable Erenzo (Gardiner Liquid Mercantile). Why stay small? When should you go big? Should you go big? What's the long-term plan? Is there any money in it? What advantage do nano-brands have over their big brothers? Can a nano-brand evolve into a mega-brand? If you're doing the ordering, how can you tell the difference between a real nano-brand and a fake one from Liquor Megacorp X? Join Philip, Allison and Gable to learn the history of nano-brands, why supporting them makes sense for bartenders and consumers now more than ever, and why nano-brands might just be the future.

Seminar at the Tales of the Cocktail festival , 20 July 2018. Most brands concentrate on getting as big as they can, as fast as they can - but not all brands. Join a trio of nano-brand owners who have successfully swum against the tide of breakneck expansion and growth at all costs: Philip Duff (Old Duff Genever), Allison Parc (Brenne whisky) and Gable Erenzo (Gardiner Liquid Mercantile). Why stay small? When should you go big? Should you go big? What's the long-term plan? Is there any money in it? What advantage do nano-brands have over their big brothers? Can a nano-brand evolve into a mega-brand? If you're doing the ordering, how can you tell the difference between a real nano-brand and a fake one from Liquor Megacorp X? Join Philip, Allison and Gable to learn the history of nano-brands, why supporting them makes sense for bartenders and consumers now more than ever, and why nano-brands might just be the future.

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Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Allison Parc and Gable Erenzo, sponsored by Old Duff Genever and Brenne Single Malt French Whisky

  1. 1. Thank You …to our sponsors. #SmallIsBeautiful #TOTC2018 #NanoBrands @OldDuffGenever @BrenneWhisky
  2. 2. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands en·tre·pre·neur ˌäntrəprəˈnər/ noun noun: entrepreneur; plural noun: entrepreneurs a person who organizes and operates a business, taking on greater than normal financial risks in order to do so.
  3. 3. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands so·lo·pre·neur ˌsōlōprəˈnər/ noun noun: solopreneur; plural noun: solopreneurs a person who sets up and runs a business on their own.
  4. 4. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands nano- ˈnanō/ combining form prefix: nano- denoting a very small item.
  5. 5. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands What Is A Nano Liquor Brand?
  6. 6. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands A Very) Brief History Of Nano- Liquor
  7. 7. #SmallIsBeautiful #TOTC2018 #NanoBrands WHO am I?
  8. 8. #SmallIsBeautiful #TOTC2018 #NanoBrands Allison Parc, Founder & President of Brenne Whisky Women Behind the Brands: Allison Parc of Brenne Whisky
  9. 9. #SmallIsBeautiful #TOTC2018 #NanoBrands
  10. 10. #SmallIsBeautiful #TOTC2018 #NanoBrands
  11. 11. #SmallIsBeautiful #TOTC2018 #NanoBrands
  12. 12. #SmallIsBeautiful #TOTC2018 #NanoBrands WHO am I?
  13. 13. Who
  14. 14. From Micro to Nano • Hi, my name is Gable, and I dislike third person reference. So for the purpose of these slides, I=Gable Erenzo. • I am the former Owner and Chief Distiller at NY’s Pioneering Tuthilltown Spirits Distillery. Through Hudson Whiskey, we took our small farm distillery from 3 guys with the first legal, small pot still in NYS since prohibition to an award winning and internationally known distillery. • In 2010 we sold Hudson Whiskey to William Grant and Sons at which point I became the official National Whiskey Ambassador for the brand. • In 2016 we finalized our long term courtship with WGS by selling them the home of Hudson Whiskey, Tuthilltown Spirits Distillery • In 2014, seeing the deal as imminent, I divested in Tuthilltown in order to start my own nano distillery. The idea came about with the passing of the NYS Craft Beverage Act (largely attributed to my fathers legislative work), and my own desire to distill in Gardiner, staying off the road and with my family.
  15. 15. A little More About ME • Built Tuthilltown and Hudson Whiskey with my father, opening CA, TX, FL, CO, AZ, OR, WA, DC, MD for Hudson Whiskey • Chief Distiller from 2008-2011 • Brand Ambassador for Tuthilltown then for WGS and Hudson Whiskey • Won 2012 Whisky Magazine “American Whiskey Ambassador of the Year” • CSS “ Certified Spirits Specialist” • Developed the Indigenous and Half Moon Brands and packaging for Tuthilltown • Traveled the country educating and entertaining
  16. 16. #SmallIsBeautiful #TOTC2018 #NanoBrands WHO am I?
  17. 17. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Philip Duff, Irish, ex-bartender, on-trade consultant, bar owner, drinks writer.
  18. 18. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands The Story Of Old Duff 2000
  19. 19. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands The Story Of Old Duff 2011
  20. 20. #SmallIsBeautiful #TOTC2018 #NanoBrands WHAT tipped me over into starting a…
  21. 21. #SmallIsBeautiful #TOTC2018 #NanoBrands
  22. 22. #SmallIsBeautiful #TOTC2018 #NanoBrands
  23. 23. #SmallIsBeautiful #TOTC2018 #NanoBrands
  24. 24. #SmallIsBeautiful #TOTC2018 #NanoBrands WHAT tipped me over into starting a…
  25. 25. #SmallIsBeautiful #TOTC2018 #NanoBrands WHAT tipped me over into starting a…
  26. 26. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands 1995
  27. 27. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands 1998
  28. 28. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands 1998
  29. 29. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands 2006
  30. 30. #SmallIsBeautiful #TOTC2018 #NanoBrands WHAT is Brenne
  31. 31. #SmallIsBeautiful #TOTC2018 #NanoBrands WHAT is Gardiner Liquid Mercantile?
  32. 32. What is Gardiner Liquid Mercantile?
  33. 33. Gardiner Liquid Mercantile Farm Distillery, Farm Bar, Farm Table, Farm Mercantile Partnering with a 4th generation farm and orchard, GLM brings the still back to the farm to focus on estate spirits made from the harvest of the Mid Hudson Valley. With a distillery operation at Dressel’s Farm and a satellite retail shop, tasting room, bar and restaurant on Main Street, GLM showcases the spectrum of exciting changes in NY laws around beverage alcohol, agricultural development and tourism. #SmallIsBeautiful #TOTC2018 #NanoBrands
  34. 34. Only in Gardiner
  35. 35. #SmallIsBeautiful #TOTC2018 #NanoBrands WHAT is Old Duff Genever?
  36. 36. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands The world’s best, most authentic, and most transparent, #RealDutchGenever
  37. 37. #SmallIsBeautiful #TOTC2018 #NanoBrands HOW did you do it?
  38. 38. #SmallIsBeautiful #TOTC2018 #NanoBrands HOW did you do it?
  39. 39. #SmallIsBeautiful #TOTC2018 #NanoBrands HOW did you do it?
  40. 40. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands 2015
  41. 41. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands
  42. 42. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Launch! Coup, NY, 19 September, 2017
  43. 43. #SmallIsBeautiful #TOTC2018 #NanoBrands WHERE is the brand now? and WHERE are you going?
  44. 44. #SmallIsBeautiful #TOTC2018 #NanoBrands @BrenneWhisky @AllisonParc
  45. 45. #SmallIsBeautiful #TOTC2018 #NanoBrands WHERE is the brand now? and WHERE are you going?
  46. 46. Big Changes… Making Small Financially Feasible Through Legislation. Thank You NY! In 2014 NYS passed the Craft Beverage Act, Paving the Way for Nano Distillers • Farm Distilleries (DD License) would now be allowed to serve NYS labeled liquor for on premise consumption, on its own or in cocktails • Farm Distilleries are able to sell any NYS labeled product for retail sales, including NYS beer, wine and cider for off premise consumption • DD licenses could now have one branch office which would be considered a non-contiguous extension of the licensed distillery with all the rights of the bonded space. • DD Licenses are now able to apply for an additional alcohol license allowing the sale of beer and wine for on premise consumption #SmallIsBeautiful #TOTC2018 #NanoBrands
  47. 47. …New Opportunities Three Tier System is Dead, Long Live the Farm Distillery! • A bottle of Brandy/Whiskey that sells for $40 at your local shop, or $8 an ounce at your local bar costs the distiller about $7 to make. If they start with free over ripe fruit from their local orchard, more like $5. $.20 an ounce. Imagine if you were making $35/bottle or $7.80/oz. You would have to make sooo much less. • Having a still on a farm makes sense from an operation perspective, saving money and time and giving the distiller access to much more than they would be given if there was more involved beyond forklifting it over. Having a retail space or bar in a high traffic area makes sense from a business perspective. Now you can do both. • You can support other local producers by carrying their products, and in turn they can do the same for you. You have still cut out the middle man and both small producers make more. #SmallIsBeautiful #TOTC2018 #NanoBrands
  48. 48. #SmallIsBeautiful #TOTC2018 #NanoBrands WHERE is the brand now? and WHERE are you going?
  49. 49. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands From 2015:
  50. 50. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Where are we now, July 2018?
  51. 51. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Where are we now, July 2018?
  52. 52. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Where are we now, July 2018?
  53. 53. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Where are we now, July 2018?
  54. 54. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Where are we now, July 2018?
  55. 55. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Where are we now, July 2018?
  56. 56. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Looking ahead…..
  57. 57. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Why Nano?
  58. 58. Why Go Small? • Less startup $ • More control over all aspects of operations • Flexibility to experiment • Direct contact with consumers and total control over your narrative • Nimbleness and ability to shift direction as needed or opportunities arise • Quality of life: less travel, more time with family, free time for hobbies and projects, flexible schedules, no one to answer to
  59. 59. Think Small(er), Be Happy When Quality of Life is Your Priority Borrow money, build distillery, make spirits, pull hair out, brand spirits, find a distributor, educate distributor, sell sell sell, build brands, travel, educate bartenders, do lots of in store tastings, find a divorce lawyer, make lots more spirits, gain attention, get platinum status with your airline, find a suitor, sleep a little, sell brand, repeat or retire. Or Wake up around 10am, Spend your own money, buy a still, put it in your garage or neighbors farm, take a nap, get free by-product from local farms, play with kids, distill lots of interesting things in small volumes, sell them directly to neighbors and tourists by the ounce and bottle at the highest possible margin, take a nap, make a living, distill, take a vacation, make any spirit your heart desires and mind can devise, have dinner with family, go back to work…or don’t (you and the boss are tight). #SmallIsBeautiful #TOTC2018 #NanoBrands
  60. 60. This?
  61. 61. OR
  62. 62. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Why Not Nano?
  63. 63. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands The Journey Of A Nano Brand
  64. 64. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Is It Truly Nano?
  65. 65. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Nano or No-No?
  66. 66. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Nano or No-No?
  67. 67. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Nano or No-No?
  68. 68. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Is It Truly Nano?
  69. 69. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Is it Nano: Incubators
  70. 70. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Good Questions To Ask If You’re A Buyer
  71. 71. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands
  72. 72. #SmallIsBeautiful #TOTC2018 #NanoBrands TOOLS
  73. 73. Tools From The Road A L L I S O N PA R C
  74. 74. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Things That Helped Me - Philip
  75. 75. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Things That Helped Me - Philip
  76. 76. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands Things That Helped Me - Philip
  77. 77. Thank you! @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands
  78. 78. Thank you! This deck: www . slideshare . net / philipduff @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands
  79. 79. Drink Brenne @ TOTC
  80. 80. @OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands …and drink Old Duff Genever!

Editor's Notes

  • Allison, then Gable, then Philip – quick verbal introductions of who you are and what your brand is.
  • Philip
  • Philip
  • Philip
  • Discussion – what else characterizes a nano-liquor brand?
    Owner-operated
    V. small team, no bureaucracy
    Outsources needs, on-demand
    Brand marketer, not B2B
    Bootstrapping organic growth

  • Gable – a brief history of nano-liquor
    UK, gin – positively encouraged in later 1600s
    Russia, vodka – the Tsar ruled all
    Cane spirits – typically part of massive plantation
    Agave – typically nano
    Cognac/brandy/eau-de-vie –often nano



    Pic: Gin: 1689 UK got a Dutch king who lowered taxes on domestic distilling and banned many alcoholic imports. In 1736 the 3rd Gin Act enacted a 20 shilling per gallon excise tax as well as a £50 annual license, pushing distilling into the hands of big business. Pictured: “Gin Lane” by Hogarth, which stimulated government to regulate small producers.
  • Started telling people I was going to make a genever
  • Founded Liquid Solutions Bar & Beverage Consulting. Went full time around 2003.
  • Got Gaz to invent the Finger Stirred Negroni
  • Friday nights in liquor stores,
  • slow sipper
  • In short it was an idea and a realization that no one in the world was doing it in a way I thought possible.
  • Philip moved to Rotterdam to be a trainer in a chain of cocktail bars.
  • First visit to Schiedam, a suburb of Rotterdam, once home to 392 genever distilleries at the end of the 1800s, now just two or three that still actually distill.
  • First visit to the Genever Museum, housed in the former Melchers distillery and still a functioning distillery.
  • Helped create Bols Genever – marketing, liquid, label – for client, Lucas Bols BV. Launched 2008, won Best New Product at Tales 2009.
  • Cognac, France.
    Create a PARTNERSHIP (a little different from P & G – 3 different ways!)
  • Stunning, right?
  • Alembic charente stills (cultural terroir, respecting traditions of REGION)
  • (no bourbon, port, or sherry!) …
  • What you have is not just an amazing, single malt that is technically interesting for your whisky aficionados, or an incredible story for your die-hard American dreamers … but we also have a simply incredibly delicious, smooth and totally original whisky!!!

    I created something that didn’t exist before. ME. and ex-ballerina with zero experience in the industry prior. My point is….
  • In this game right now, size isn’t the most important factor. I believe originality and authenticity are. (Size matters when you want to go from 60 to 100)
  • We do not sell wholesale and are not available anywhere but GLM. If you want to experience our products, you must experience our Mercantile

    Expansion will only look like additional LM outlets for retail sales of our spirits.
  • Launched at Coup, NY.
  • Ask people for help and advice – they will surprise you with their generosity.
  • Launched at Coup, NY.
  • Listed at the top 46 bars in New York…
  • …and on the Holland America Line cruiseline
  • UK launch late September 2018…
  • Gable – Ralph selling Hudson out of his car up and down the valley.
    Allison – sold by Citi Bike, sold 200 cases to 40 accounts in 2 months.

    - Free liquor-industry MBA!
    - Choose the battlefield you can win on as a nano-brand
    - Go slow, educate (not possible if big brand)
    - Capture the high-end on-trade outlets (trickle-down)
    - Is there enough money in it? For the brand owner? Distributor?
  • - Never enough staff or coverage (or cashflow!)
    - Needs nerves of steel and laserlike focus
    - Forced to be a jack of all trades
    - Vulnerability to copycats if low barrier to entry
  • Discussion / anecdotes
    - When do you “go big’? What does “big” mean?
    - Can a nano-brand evolve into a mega brand?
    - What’s the long-term plan?
  • Brewdog is currently valued at $2.2bn, Cute Hoor is a nano-seeming beer from behemoth Heineken (annual sales: $25.7bn). But what about liquor?
  • From website: “Brand X is a Global family of vodkas made in our micro-distilleries in city centres around the world…. Our/Vodka was started, by six entrepreneurs in 2011. [She] got an idea of creating a global brand with local roots. .. It was treated as a black ops project under the umbrella of [$9bn liquor firm X]”. “She” was innovation director at [$9bn liquor firm X]”.
  • From website: “[Brand X] was started to share barrels of delicious and rare whiskey, hidden away and nearly forgotten in the back of rickhouses and distilleries.
    Stories of these lost whiskeys have become the stuff of legend. Our goal is to bottle these rare, small offerings for the world to try and for you to add to your whiskey collection.
    Every “[Brand X] whiskey is hand bottled…to ensure that these rare whiskeys are treated with the care they deserve – because some of them will only be available once. And once they're gone, they're gone forever”.
    No mention anywhere on website that “[Brand X] is owned by [$23bn liquor company]
  • From website: “[Brand X] produces and bottles its spirits at…a small family distillery.”

  • Here is the private family distillery - indeed family owned, but in fact it owns [Brand X] outright, the parent company has annual sales of $23.5m, 50-100 employees, and an annual marketing budget of between $939, 000 and $1.174m.

  • Not entirely dissimilar to Steven Grasse’s Quaker City Mercantile. Note that Distill Ventures’ Seedlip also has a design agency as a shareholder.

  • - Who are all the owners, shareholders & financiers?
    - Who owns the distillery?
    - Who finances production?
    - How many full-time equivalent (FTE) employees?
    - Is it produced and bottled onsite? Bottled in bond?
    - Is it an off-the-shelf recipe? (Templeton Rye example?)
    - What are the sales volumes?
  • General: support the local (agricultural) community? Do innovative things?

    Allison –
    Gable -
    Philip - Nano-brands will continue to be “free R&D” departments for mega-liquor companies, consumer franchise (UK gin festival example, craft beer & wine, Amazon liquor)

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