November events, news, and new distillery openings!
Read moreApril News and Openings
Spring into innovation: find out about new events, products and businesses.
Read moreAmplifying Your Win: How CASC Winners Get Media Value
Harness the power of Canadian Artisan Spirit Competition wins to spark interest, on platforms from established news and publisher sites to your own social media, that can help optimize your performance on important search-engines.
Read moreWinter Warmers
Here’s some inspiration for seasonal spirits to add to your distillery’s mix: see what other artisan distillers make to combat the chill of fall and winter, from spiced spirits to festive cream and fruit liqueurs, holiday gins and the toast of Poland.
Read morePodium Dreams
What does winning a medal in the Canadian Artisan Spirit Competition do for your distillery? Here are some lessons from recent winners to inspire your entries this year.
When you’re a start-up distillery toiling over your first batches, the thought of winning a national competition and running out of product might seem like a distant dream. But it’s one that can come true.
The distiller of Ethos Gin (2019 Canadian Artisan Spirit of the Year,) Josh McLafferty of Monashee Spirits in Revelstoke, B.C., is a believer. “The award has brought in a lot of recognition from across the country and the U.S.. We have seen a huge increase in our sales of Ethos Gin and our other products ... it has been a struggle keeping up with all the demand.” Not only retail sales, but bars and restaurants creating Ethos-based cocktails, have added accounts and exposure to the brand.
McLafferty recalls spending a year and a half, and creating more than 30 test batches of gin, before arriving at his ideal triticale-based botanical spirit. “At the end of the day, we are just a little distillery and cocktail bar trying to do really cool stuff,” he says—winning a big award was never his goal. “My mantra about awards is: If I don’t win anything, we’ll keep doing what we love. If I win every award, we just keep doing what we love to do,” says McLafferty. “It about the passion, not the awards. But they do help!”
Capital K Distillery in Winnipeg, the first in the province of Manitoba, has found that “winning [CASC] awards has really given us credibility,” says Lindsay Gillanders, who handles marketing and communications for the distillery and calls the awards “a really big deal for us.” Medal-winning Tall Grass Gin and Tall Grass Dill Pickle Vodka are “now far and away our best-selling products,” she says. The marketing message comes naturally: “Have you tried Winnipeg’s first craft gin? It's won big at a national spirits competition!”
She says the so-called earned media exposure (free coverage they received as a result of the win) has increased brand recognition and local market share. “We have a really small marketing budget and the opportunity to get on TV and in print, chatting about the products, has been great,” says Gillanders, who notes a social-media bump whenever they mention the medalling spirits. “Engagement goes through the roof and we get people tagging each other to try the local award-winning product.”
Enter the 2020 CASC here.
Focus on Events
Here are some recent signature events your colleagues are using to drive business to the their distilleries, tasting rooms and restaurants. Which of these strategies could you try, too?
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