If you don’t sell bottles, you will not survive long in the distilling game. It’s a simple equation and a singular business imperative.
But making a sale isn’t always the easiest thing to do when you are up against 100 other products. It’s also something that many founders feel awkward about doing and where they are at their weakest in terms of skillsets.
And when it comes to it – there’s good news and bad news. Let’s deal with the bad first. If you are a distillery owner and have a fear of sales or are not a natural – get over it, if you aren’t your number one sales rep, why would anyone else be? It’s not something you can duck so find a way to get through the nerves. There are plenty of places that offer training if you need it too.
The good news? While you can’t avoid the need to convert leads and proactively make sales, you can tilt a lot of the process of making sales towards that of building trust and building your brand. It’s a slight shift in emphasis but mentally it can help unlock many gains.
If you do it well enough, sales will follow because in a market brimming with options, a compelling brand (and narrative) can make all the difference in achieving success and fostering long-term loyalty.
The expression “buying into someone” is startlingly accurate and the same is true for companies, products and in our case – booze. You sell far more than a bottle each time you make a transaction.
The following article is here to help you tap into that side of the sales process. Namely, how to find ways to build trust, confidence and in doing so, make that first sale a little easier and grow from there.
Why building a brand is important
Craft distillers face the dual challenge of standing out in a saturated market while convincing customers of their product’s superior quality. Building a brand that resonates emotionally with customers can bridge this gap.
Put simply, when customers feel connected to your brand, they are more likely to choose your products repeatedly and recommend them to others.
Steps to build trust as a craft distiller
1 – Show drinkers who you are!
Sharing your story is a powerful way to connect with your audience. Talk about the origins of your distillery, your journey, and the passion that drives your craft.
Authenticity is key; let your customers see the real people behind the brand. Use a personable and relatable tone of voice in your storytelling. Share anecdotes that give your brand a human face. This helps customers connect with you on a personal level.
This transparency is what builds a sense of trust and loyalty. But only if it’s genuine, so don’t just showcase your successes; share the behind-the-scenes process, including the challenges and setbacks. Vulnerability not only humanises your brand but also creates a deeper bond with your audience.
It’s not difficult to do either. Invest some time in behind-the-scenes content.
Regularly share videos, photos and articles that showcase your distillation process, the sourcing of your ingredients, and the meticulous craftsmanship involved. It will help set you apart from mass-produced spirits and corporate offerings.
Better still – engage and involve your audience
Host Q&A sessions, live tours, and tasting events (both virtual and in-person) where customers can engage directly with your team. Share these interactions on social media and your website to show your commitment to community and customer connection.
Just be sure to apply consistent branding. Develop a tone of voice that is consistent across all platforms. Having a recognisable brand personality (and to be clear here, personality isn’t simply badging a logo on everything) is the glue that will keep all the diverse content feeling cohesive.
2 – Make it personal and mostly, about them
Engage with your customers on a personal level. Respond to their feedback, involve them in your brand’s journey, and create a sense of community. If you want to build trust this is a core component that, over time, encourages repeat business.
Depending on your brand and scale, how to do this can vary, but personalised customer interactions are the most frequent and obvious way this plays out for most producers.
Namely, via tailored communication. Use customer data to personalise emails and messages as this shows that you see them as individuals and value their tastes. Ensure the tone of these communications matches your brand personality. For instance, if your brand is playful and quirky, infuse your messages with humour and wit. If it’s more sophisticated, maintain an elegant and refined tone. etc
Other examples include getting customer involvement. Engage your audience by involving them in the creation process. This can include voting on new flavours, naming new products, or sharing their own cocktail recipes featuring your spirits. Recognise and reward their contributions publicly.
Another is the likes of customer-focused content. Any producer can create content that educates customers about the distillery, the distillation process, and how to best enjoy the end result. This could be in the form of blog posts, video tutorials, or interactive workshops.
By focusing on making it about them, your distillery can build stronger relationships with customers while reinforcing your unique brand voice and differentiation.
For those who are not shy about making sales and trying to shift bottles, when it comes to being customer centred – simply shift your focus from selling to helping. We’ve touched on it a few ways above already but in relation to the sales process specifically – go above and beyond in the other areas. Exceptional customer support, service and addressing concerns promptly also play a crucial role. When customers see that you genuinely care about their experience, they are more likely to trust and support your brand.
3 – Be generous
Generosity goes a long way in building trust. Offer free samples, if you have a front of house – tastings and try before you buy policies. Run educational workshops, and share your expertise without demanding anything in return. These gestures create positive experiences and goodwill, making customers more inclined to support your brand in the long run.
It doesn’t all have to be sample lead free’bees and high-cost items either. It can be done via the likes of Content Marketing.
Educational blog posts and videos keeps coming up in the article as it’s the easiest and most direct way you can do this. Share your expertise through content about drink recipes, tasting notes, and the history of your spirits.
Alternatively, there’s social media engagement and CRM via newsletters. Host giveaways, quizzes, and polls on social media. These can be low-cost yet highly engaging, encouraging shares and boosting visibility.
It doesn’t all have to be done on a hunch either – you can measure effectiveness. Track open-rates, click-through rates, website traffic, engagement and conversion rates to measure the impact on brand awareness and customer acquisition. Monitor metrics such as follower growth and the number of participants in your interactive posts to evaluate success.
They are softer metrics to monitor than bottle sales – but they can let you know if you are making headway or wasting time.
Integrating trust-building into your sales strategy
Building trust in the craft distilling industry is not just a strategy; it’s a necessity. If you are sales shy, it can be your foot through the door to build your own confidence and help you grow towards making deals.
It’s the single biggest differentiator when it comes to comparing multinationals vs local craft brands too. The big names have the budget, headcount and awareness advantages – but you can build trust on a personal level easier than they can. Leverage that advantage, especially if you are not a natural at sales.
By focusing on authenticity, transparency, customer engagement, and generosity, craft distillers can create a brand that resonates deeply with customers, ultimately driving sales and fostering loyalty.
Embrace a trust-centric approach to not only grow your business but also to create lasting connections with your audience.
