How to Create a Distillery Tour of Your Spirits

Some marketers like to call it “experiential marketing.” It’s the term used in the industry to describe a trend in the adult beverage industry. Whatever you want to call it, the basic premise is to give customers a full sensory experience of your distillery. Today’s market works when consumers are wholly engaged with the story you have to tell. The more educational materials you have to share, the better your chances of turning them into brand advocates are.

A high-quality experience like this requires careful planning and strategic engineering. While larger distilleries have already implemented this process successfully, smaller ones can also excel by offering a similar level of service. Design firms specialize in creating immersive atmospheres, but if you prefer to develop the concept yourself, there are steps you can take.

The Five Elements of Experience

Your brand identity plays a crucial role in shaping the visitor experience. Establishing a strong foundation of your company's identity is essential for driving the overall concept. The true beauty of this experience lies in its ability to transport visitors out of their everyday lives and immerse them in your unique world. It is important to carefully manage every element, from timing to the activities involved, with a focus on the following key elements:

• Sensation

• Action

• Location

• Education

• Story

Your distillery should convey a captivating narrative. Consider what elements - touch, smell, taste, or sound - can captivate them with your product. Provide insights into what sets your product apart, the historical significance, the ingredients utilized, or your commitment to locality. Share the entirety of your brand story.

Sensory Engagement

The senses are a powerful tool for creating lasting memories. Your goal is to fully engage your visitors with your product. Running a distillery opens up a world of sensory experiences. To craft a successful strategy, focus on incorporating elements that transport them away from their everyday lives. During their time with you, they should be fully immersed in your story. Here are some suggestions:

• Have visitors smell fermentation or distillation

• Bring to their attention the pounding of the machinery

• Use a bottle of your product as a prop before, during, or after the tour

• Utilize all of the space and map the journey to include elevated areas of the distillery

• When necessary, bring their attention to the entire space you use or point out the landscape.

• Have them taste some of the raw ingredients

Include all available senses or even introduce some new ones. Be sure to highlight the sensations they may encounter, particularly during the tasting of your spirit.

What You Should Include in Your Tour

How Your Story Was Created

Customers are looking for a comprehensive experience. It's not just about large-scale productions anymore. Make sure to nail down the history of your company. Tell the story of the location and founders. What was the ultimate vision behind the spirit and what inspired the recipe? Keeping it authentic and close to home will leave a lasting impression.

Education of Your Beverage

Start by laying the foundation with general knowledge and work your way up like a pyramid. Begin with the basics of production, such as the ingredients and their origins. Then, delve deeper into how these ingredients play a role in the distillation process and ultimately shape your unique product.

A Final Beverage Tasting

You are in the business of creating unforgettable experiences. Use the final tasting as an opportunity to delight your visitors and showcase the quality of your product. After guiding them through the journey of your brand and the dedication that goes into crafting each spirit, treat them to a tasting of your exquisite spirits, wine, or beer.

What You Shouldn’t Do on a Tour?

Avoid being too passive during the tour. Instead of relying on video introductions, try to actively engage your visitors by incorporating interactive elements. Consider involving them in daily operations or tasks that are not only informative but also hands-on. Remember, not everyone may be familiar with the distillation process, so providing opportunities for participation can enhance their experience and stimulate their senses.

Creating Your Authentic Adult Beverage Brand

Your authentic branding drives success. If you seem to be struggling, your consumer will also find it difficult to connect with you. Working with an agency like the Brindiamo Group can help develop a strong brand presence in the adult beverage industry.

Contact us today to learn more.

Resource:

Knittle, Tim. “Distillery Visitor Experience.” Artisan Spirits. Summer, 2017: 93-95. Print.