Conception: The Grand Idea
“The first step in bringing a new spirit brand to market is deciding to whom you are marketing,” said Moore. “Know who your target customer will be and ask yourself ‘how will the brand meet the needs and expectations of this market?'”
Vaughn concurs. “General business rules still apply,” he said. “If you’re gonna come out with something new, it has to solve a problem that is currently not ideally solved by the current offerings on the market.”
Much of the motivation for Moore and his business partners to create their brand derived from the fact that pisco, a colorless grape brandy produced in Peru and Chile, was largely unknown in the U.S. market. “We knew our primary market would be the growing mixology and bar culture and their desire for new and interesting spirits,” he said.
This doesn’t mean that one couldn’t get into producing another vodka or rum, but the more you try to put a new spin on it, the better your chances at penetrating the market.