The American Craft Spirits Association (ACSA) defines a craft spirit producer as one that has not developed more than 750,000 gallons annually, promotes and markets itself as “craft” and is independently owned and operated, with more than a 75% equity stake in their company and operational control.

The ACSA has also verified that the number of active craft distilleries in the United States rose more than 25% between 2016 and 2017 and that the total number of craft distilleries has currently reached nearly 2,000 nationwide.

And while this rise in popularity for craft distilleries has not quite reached the same level as craft breweries–with more than 7,000 currently in operation today and more opening every week–it’s abundantly clear that the idea of a craft distillery isn’t just a passing trend.

It’s not surprising that the landscape among the smaller craft distilleries is highly competitive. Here are a number of strategic actions and opportunities you should take in order to make your mark among the heavy competition and keep your product and branding top of mind.

Branding that’s memorable

• Ensure that your design reflects your band. It’s the face of your business and should tell a great story that is enhanced by the shape of the bottle and style of the label.
• Generate new customers through word of mouth. Go beyond buzzwords like “hand-crafted” and “local"–show your passion and demonstrate your uniqueness.
• The more memorable your branding, the easier it will support your advertising efforts. Focus on creative artwork, succinct and inspiring copy, ergonomic bottles and quality enclosures.
• Verify that your bottle design is service-industry friendly: Is it easy to handle? Does it fit in a service well without issue? Do your corks remain solid after opening?
• Be your brand’s biggest advocate and work hand in hand with your distributor. Schedule a ride-along with sales reps, visit important accounts and reinforce your story.

Effective advertising to grow your business

• Embrace creative advertising. Take risks and think outside the box. Move past basic social media; research inventive marketing vehicles and follow through with your plan.
• Get people talking (and writing) about your story. Good PR is often more valuable than paid advertising.
• Offer samples to industry publications (beer, wine, liquor) to encourage reviews,  and enroll in spirit competitions for wider industry promotions and recognition.
• Sell your product at the distillery for the best margin and encourage retail sales during tours and tasting room events.
• Spirits require extra effort and consumers appreciate additional guidance with products they’re not familiar with. Advertise your current recipes and promote those that are scheduled for release.
• It’s a small victory when a trendy cocktail bar picks up your product, but advertising isn’t a one and done effort. Be consistent and deliver your message again and again.
• Consumers are more likely to purchase after trying a sample than to do so blindly. Schedule samplings wherever your brand is offered and let them experience it firsthand.

It’s all about the experience

• Make your distillery a source of fun and education. Schedule tasting room events and enhance the experience with behind-the-scenes distillery tours.
• Encourage repeat customer visits with rotating cocktail menus and new concoctions that are only available on site.
• Work with local restaurants to develop cocktail menus and events. Focus on menu placement as the ultimate goal.
• Keep it local and coordinate promotions during large public events for maximum results.
• Maintain solid connections with a variety of industry brands. Coordinate with local breweries, wineries and coffee shops to promote exciting co-branded events.
• Plan strategically when promoting a new release and make it a big deal. Write a press release, have a party or sponsor an event.

If you like these tips, here's a printable poster to remind you what you need to do to market your craft distillery.

Learn more about how Boelter helps brewery and distillery owners pursue their passion.