When it comes to building a spirits brand, creating a loyal community is one of the most valuable yet challenging marketing elements to master.
Melissa Katrincic (Durham Distillery), Hugh Anderson (Downton Distillery), and Olivier Ward (Everglow Spirits) recently discussed this very topic—the intricacies of brand building, consumer advocacy, and fostering lifelong fans.
Here’s a breakdown of the conversation, highlighting key strategies for nurturing an audience that keeps coming back.
Melissa Katrincic & Conniption Gin
Melissa Katrincic is the President, CEO, and Co-Founder of Durham Distillery, the home of Conniption Gin. With a background in both science and digital marketing, Melissa brings a unique perspective to the spirits industry, combining her expertise in chemistry with a passion for brand storytelling. She has been instrumental in establishing Durham Distillery as one of the leading craft gin producers in the United States, using both traditional and modern distillation methods to create award-winning spirits.
Durham Distillery, located in Durham, North Carolina, is known for its innovative approach to gin production. Conniption Gin, their flagship product, is crafted using a mix of vacuum distillation for delicate botanicals and traditional copper pot distillation for the heavier ingredients. This combination results in a bold, distinctive gin that has captured the attention of gin enthusiasts across the country. The distillery has become a local landmark, with a tasting room and cocktail bar that embody the welcoming spirit of the Durham community.
Hugh Anderson & Downton Distillery
Hugh Anderson is the Founder of Downton Distillery, a craft distillery based in the historic village of Downton, Wiltshire, UK. With a deep passion for adventure and heritage, Hugh has built Downton Distillery with an ethos that combines the exploration of unique flavours with sustainability. His personal journey, inspired by a love for discovery and storytelling, is reflected in the distillery’s offerings and community engagement efforts.
Downton Distillery draws inspiration from the region’s rich history, including its connection to figures like Sir Walter Raleigh, whose adventurous spirit is honoured through their flagship product, “Explorer’s Gin.” The distillery’s focus is on crafting spirits that are not only high quality but also have a narrative—each gin is designed to capture the essence of exploration and the English countryside. Downton Distillery is also known for its commitment to sustainability, engaging in local re-wilding projects and working with regional partners to conserve the environment and promote biodiversity. Their authentic journey shared so openly alongside a delicious gin range quality is key to the brand’s identity and resonates deeply with its audience.
Understanding community: More than just a buzzword
“I’d say that we were very cognisant of not only the choice of name… how do we become inherently part of that topography where people think about the triangle region and Durham and they know Durham Distillery is really that hometown distillery.”
Each of these brand owners approaches community in their unique way, but they both agree that it’s much more than a vague idea. A community represents those who resonate with your brand values and participate in your story.
Melissa Katrincic shared how Durham Distillery, situated in a vibrant area of North Carolina, embedded itself deeply into the local culture. By being part of Durham’s landscape—historically rich and academically vibrant—they made themselves the “hometown distillery”, cultivating a loyal base that feels pride in the brand.
Key takeaway: Create a sense of place
Tie your brand to your local environment, history, and community. A strong local identity can create genuine loyalty that eventually expands beyond local borders.
Collaboration over competition
“We’re also doing joint tours as well. So rather than the people just coming to Downton to do a distillery tour, you can now come to Downton and you can do a brewery tour. You can then get lunch in the pub, you come up in the afternoon, you do a distillery tour, and what we’re also tagging on at the end is the vineyard. So there’s something for everyone.”
Hugh Anderson’s approach for Downton Distillery is centred around local partnerships. With no cocktail bar of his own, he collaborates with local breweries and other producers to create joint experiences.
For example, Downton offers refill points at nearby breweries, fostering an ecosystem where local businesses support each other. This strategy makes the brand a seamless part of the community’s food and drink culture, positioning Downton as a valued partner rather than a competitor.
Key takeaway: Collaborate, don’t compete
Find ways to work with other local businesses to create a broader community experience. This collaboration can be beneficial for both brand visibility and consumer loyalty.
The power of community identity
“Conniption Gin has shifted over time & our goal is to be the American gin of choice. We see ourselves as revitalising the Gin category in the US. And now we’ve created this sense of a movement. So we like to say it’s joined the movement rekindling America’s love of Gin.”
Both Melissa and Hugh emphasised the importance of a brand’s story—how it helps connect with consumers on a personal level and goes beyond the product itself. Hugh described Downton’s first product, “Explorer’s Gin”, which celebrates Sir Walter Raleigh. The spirit of adventure is integral to Downton’s ethos, allowing the brand to authentically engage with communities that share the same values of exploration and curiosity without constantly needing to sell. Explorer’s Gin represents an idea—adventure—that resonates deeply, creating genuine connections beyond transactions.
Similarly, Melissa underscored the value of having a clear, mission-driven narrative for Conniption Gin. By focusing on rekindling America’s love for gin, Conniption has positioned itself as part of a larger movement. This bigger purpose allows the brand to remain relevant and foster a sense of belonging among its audience.
Consumers are not just buying a bottle of gin; they are participating in a mission, which creates a deeper, more meaningful relationship.
Key takeaway: Tell a story
People engage with stories more than they do with products. Develop a narrative that speaks to the adventure, heritage, or values of your brand, and invite your audience to become part of it.
Building lifelong fans: Beyond the first sale
“Newsletters for me are fantastic. The newsletters are built to engage our customers. It’s not necessarily all about the distillery…there’s always something about adventure, exploration, somewhere to go…”
Nurturing community loyalty requires continuous engagement and making your customers feel valued. Melissa highlighted the rollout of a loyalty programme at Durham Distillery, where repeat customers can accumulate points and earn incentives, reinforcing their relationship with the brand.
For Hugh, newsletters that mix information about the distillery with local events and discounts on refill packs have been a valuable tool. This engagement isn’t solely about selling—it’s about adding value to people’s lives, whether through recipes, storytelling, or sharing experiences.
Key takeaway: Value-adding engagement
Constantly find ways to add value to your consumers’ lives beyond the product itself. Loyalty programmes, newsletters, refill initiatives—these are all ways to deepen your relationship.
Adapting and staying true
“It’s the ability to be able to adapt to changing scenarios that I think is our greatest strength.”
While each brand evolves, a constant is authenticity. Both Hugh and Melissa spoke about navigating the tension between adapting to the market and staying true to their core values.
For Downton, sustainability initiatives like re-wilding juniper in the local area or working on the conservation of Britain’s endangered Great Bustard birds reflect their commitment to community and environmental care.
Conniption, on the other hand, has pivoted from focusing on distillation techniques to championing American gin as a movement, but always without losing sight of their core message—delivering flavour and quality.
Key takeaway: Be authentic
Stay true to what makes your brand unique. Adapt where necessary and engage with what’s happening around you but make sure you’re always rooted in your original ethos. Authenticity is crucial in building trust and long-lasting loyalty.
Further thoughts for brand owners
Leverage consumer insights:
Regularly conduct research or gather feedback to understand evolving consumer preferences. This helps you adapt your products and strategies while keeping the brand true to its roots. Categories will contract and catch on in different ways and the consumer’s perception of your spirit will be different irrespective of your brand position. The key is finding a way to connect the two.
Community is collaborative:
Partner with businesses outside your direct space to create immersive experiences. Joint events, tours, or even product collaborations can expand your reach and appeal to broader audiences.
Get involved in community projects, such as sustainability or conservation efforts. Showing that your brand cares about the same issues as your audience builds deeper loyalty and advocacy.
Building a community around your brand is not a one-size-fits-all approach.
It requires understanding what resonates with your audience and constantly finding ways to connect with them—not just through your product, but through shared values and experiences. It’s about adding value to their lives in an equal amount to the value they will bring to you through the act of buying a bottle.
As Melissa, Hugh, and Olivier illustrate, it’s about authenticity, partnership, and, ultimately, creating something your consumers are proud to be part of.
This article is part of a series of How to insight pieces, made possible through the insights of brand owners and their first hand experiences. Why not continue your learning journey with these…
Dan Szor on Adding Value Through Storytelling.
Hilary Whitney & Nolan Kane on Building value through custom bottles & bespoke packaging
Seb Heeley & Emma Goddivala on Adding value through tourism
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