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File under: Philosophy
More wines/spirits/ciders are Dead on Arrival from internal attitude and pre-arrival presentation before a drop arrives in inventory than any other market phenomenon.
A few of the phrases/habits/traps to watch for:
If on that first tasting it doesn’t show very well – most tasters will decide it isn’t good enough. Note: take great care to set the scene properly and in context when tasting a possible winery/distillery/cidery.
If it’s called “expensive” – it always will be.
Once the words “hard to sell” are uttered, it inevitably will be.
The distilled spirit that lacks notability to bartenders/mixologists/retailers will be viewed through the lenses of the closest dominant brand and price. And it is painful to compete within those…
Leading with price means you will always lead with price…until there is something less expensive. Know the comps.
If the accepted internal view is that you always close out the product, it will nearly always be closed out.
It takes real professionals to understand what a beverage could/can/will be. If you don’t broadcast internal belief in what you bring in – it will be like winning the lottery if it works.
How do you manifest destiny internally? It begins with belief and is in turn bolstered by thoughtful execution in consideration and presentation; an investment that takes real intention and time.