The Birth of a Brand

Look out Rumchata, here comes a serious competitor

Bom Bom CocoMochanut Sales Sheet-1A while ago, a friend in the spirits business introduced me to some very interesting people developing a new product. I thought it would be worthwhile to follow their journey. One company is driving the liquid and the go-to-market efforts, while the other has developed the concept, branding and product strategy.

The latter, is a unique agency called Cops and Robbers and is run by Patricia Verdolino and Richie Beretta. They describe themselves as follows: Part Ideation House; Part Creative Studio; Not a Traditional Agency; But Agents Provocateurs.

I found them to be such a breath of fresh air as an agency that I intend to write about them in depth in my next posting. For now let’s turn to the product and its development.

The Parent

Meet Kevin Mowers who owns the brand and has been instrumental in its birth as a product and liquid.

Kevin’s background is in science and engineering and he began his work life in product development in the food industry working with such companies as Con Agra, Heinz and Campbell. Along the way he got his MBA in Business Development and Marketing and decided he wanted to be an entrepreneur.

Remember Jello shots? He developed a product called Gel Shooterz, which took quite a bit of effort to manufacture. Nevertheless, the brand overcame production hurdles and was on its way when suddenly the co-packer decided to sell and the new owners had no interest. The business did not jell.

Next came a stint at Diageo in the innovation area where he worked on whiskies, gins, flavors, distillates and other lab based efforts and innovations. Then one day he decided that his skills as an innovator and marketer might be put to better use. His company, Liquid Innovations was born in 2011.

The company consults and advises clients in a wide range of businesses and also looks into new opportunities to feed its entrepreneurial efforts.

The baby

Kevin’s new product, to be launched in early 2016, is Called Bom Bom and the first-born is named Coco Mochanut (mocha-nut). Here’s how he describes it:

Bom Bom Mochanut is an award-winning premium Caribbean rum made with cream, chocolate, coconut, and coffee flavor.

coco-mochanutIt’s a cream product that tastes, well, absolutely delicious. It’s slightly higher in alcohol than Rumchata – 18% AbV versus 13.75%. The product received a Gold award from a recent Wine and Spirits Wholesalers of America (WSWA) tasting. Suggested retail price is $19.99 for a 750 ML.

Many consumers describe the taste of Rumchata as as the milk leftover after a big bowl of Cinnamon Toast Crunch cereal infused with rum. Bom Bom’s Coco Mochanut tastes like a liquid Mounds or Almond Joy with rum. The target audience is millennial women aged 22 to 35.

Coco Mochanut is the first of a line of products with a similar approach but different flavors such as, Chocolate Bomsicle (think Fudgsicle) and Nutty Cup (think Reese’s Peanut Butter cups).

The Package

For some, the package might appear as kiddy. But it’s based on adult fashion trends.

As Kevin puts it, the product is “built on the chocolate loving kid in all of us that’s looking for some grownup fun.”

Patricia and Richie have this to say about the packaging, “It’s a contemporary fashion look inspired by Jeremy Scott, Pharrell Williams (BBC Ice Cream) and Moschino. It’s designed with the target audience in mind.”

And, by the way, the TTB approved both the liquid and the packaging.

The inspiration -- designers such as Jeremy Scott and Moschino
The inspiration

The challenge

Bom Bom is close to launch and Kevin is moving ahead full throttle in preparation for an early 2016 kick off. As is true for all entrepreneurial new spirits product launches, the key is distribution. But, the mainstream distributors, thanks to the dwindling number and big supplier pressures, are a very hard sell. In fairness, they already have a lot on their plate so it’s understandable that they will react cautiously, if at all. Recognizing this, he is smart enough to know that he needs to start slowly, demonstrate consumer acceptance and have patience.

cocktail_03-shakeMy advice to him is to spend whatever he can afford on product tastings where feasible and allowable. I also think the on-premise market will be very attracted to Coco Mochanut with such suggested drink ideas as the Fire Bom (with Fireball Whiskey) or Café Bom (with Patron XO Café) to name just a few.

Based on the tasting I had with my wife and friends his baby is indeed beautiful and will grow stronger each day in the market. One taste and you want to buy a bottle.

To my distributor friends and readers – want to meet the baby?

Continue Reading

Casa Dragones: Tequila with a Pedigree

When passion and expertise meet, extraordinary tequila emerges

Bob Pittman, a tequila aficionado and Bertha González Nieves, a certified tequila expert and first woman to be named Maestra Tequilera by the Academia Mexicana de Catadores de Tequila, founded Casa Dragones in 2008. At $275 per bottle, it is both exceptional and aspirational.

As the story goes, Bob Pittman (founder of MTV, CEO of Clear Channel) has spent many summers in San Miguel de Allende, where he has a home, and over the years became a true tequila lover. In 2007, he and Bertha met at a party and talked about their mutual passion for tequila. Bob shared his dream of creating one. Bertha told him that she always wanted to become an entrepreneur. Together they set on a quest to deliver a true sipping tequila, smooth enough to sip, with no “wince factor.” A short time later, the two founded Casa Dragones.

Bob Pittman and Bertha Gonzalez Nieves
Bob Pittman and Bertha Gonzalez Nieves

I don’t know Bob Pittman but I know Bertha González very well. She and I worked together when she was the Commercial Director North America for Jose Cuervo International and I was a consultant/advisor to the company. Actually, Bertha had a number of positions at JCI, under the leadership of Carlos Arana, including business development, new products and brand management. In short, she knows tequila and how to run a tequila enterprise.

While at JCI, I marveled at her ability to balance the whims of the Beckmann family (owners of Cuervo) and the arrogance of Diageo (distributors at the time). Clearly Bertha’s wit, intellect and charm came in handy.

Here’s an example – when asked in an interview a few years ago whether anyone ever mixed anything with Casa Dragones, Bertha’s reply was, “not in front of me.”

The Product

Casa Dragones Joven tequila
Casa Dragones Joven tequila

I guess the first thing everyone says about the original Casa Dragones tequila is the price tag. If you’re a particular type of spirits consumer, it’s worth it. It’s a 100% Blue Agave Joven Tequila, crafted in small batches. Joven tequila is a rare blend of silver tequila and extra aged tequila. It’s a style rarely used and it took both Bertha and a master distiller, coaxed out of retirement, over a year to perfect the blend.

So, it’s tequila to be sipped and savored and never, ever mixed. Trust me, it’s not like any other tequila you’ve ever tasted. But don’t take my word for it – Wine Enthusiast gave it a 96 and here is what Tequila.net had to say about it.

From the soil to the Agave plant to the craftsmanship to the bottle – this is not tequila to use in a margarita or even as a shot. Like the lady said, sip it.

But, if you must drink your tequila in a cocktail, they have recently introduced Casa Dragones Blanco, 100%Blue Agave silver

Casa Dragones Blanco
Casa Dragones Blanco

tequila designed to be served on the rocks or in signature craft cocktails developed by leading chefs and mixologists. Cocktails like San Miguel, Pink Panther and my favorite, Michelada Primaverde, described on the website as follows:

James Beard Award Winning Mixologist and Owner of New York City’s P.D.T (Please Don’t Tell), Jim Meehan has created the Michelada Primaverde exclusively with Tequila Casa Dragones Blanco. A mixture of dry vermouth and tomatillo juice is complemented perfectly by a splash of Victoria beer and a spicy, salted rim for a refreshing, summer cocktail.

The Blanco sells for $75 for a 750 ML. Feel better now?

It’s All About Mexico

As to the heritage, the elite cavalry that helped spark the Mexican independence movement inspires the name. La Casa Dragones, the original 17th century stables still standing on a street in San Miguel de Allende, is the spiritual home to the tequila.

What makes Casa Dragones especially unique is that it is thoroughly Mexican. A product that comes from the lowlands and the rich soil of the Trans-Mexican volcanic belt; a formula based on the merging of the traditional art of tequila making combined with an innovative process; a product designed for a consumer who is looking for quality and authenticity. It’s the real deal.

Bertha
Bertha

It’s also about Bertha Nieves González and her passion for tequila and innovation. So add her to the list of Booze Business’ Shaker’s and Stirrers – the new breed of alcohol industry entrepreneurs.

Just don’t let her catch you drinking the Joven product with a mixer.

Continue Reading

Last Drop Distillers

Old Whisky, New Management

Last Drop Distillers products
Last Drop Distillers’ current products

At the 21st Annual Whisky Advocate Awards, The Last Drop 50 Year Old Blended Scotch Whisky was awarded the highly prestigious Whisky Advocate’s Blended Whisky of the Year 2014.

It’s a remarkable product from a unique and equally remarkable company. I’ve blogged about the company a number of times but only in reference to James Espey, one of the founders. I think you’ll find the full story very interesting, particularly since the day-to-day management of The Last Drop Distillers (LDD) has been handed over to the daughters of two of the founders.

How it began

In 2008, three partners with a proven track record of producing incredible spirits brands (Johnnie Walker Blue Label, Chivas Regal 18 Year Old, The Classic Malts, Malibu and Baileys Irish Cream) decided to pool their skills to create one last amazing brand. So, James Espey, Tom Jago and Peter Fleck founded the company whose single-minded goal was to find and bottle rare and exclusive spirits.

Award winning Last Drop 50 year old
Award winning Last Drop 50 year old

For instance, The Last Drop 50 year old (50.9% AbV, $4,000) is based on the discovery of three overlooked casks that had been distilled between the 1940s and 1950s and sold throughout the 1970s. But somehow these casks were ignored or forgotten about until Espey and Jago came along and further aged them.

The result was twofold. The whisky was extraordinary and described by reviewers as “epic.” Further, they realized they were on to something and have produced a 1960 Scotch and a 1950 Cognac. Other last drop variants are in the works.

New management

As you can imagine, precious and rare spirits, not to mention expensive, require a full time commitment for sales and marketing. As a result, the management torch has been passed to two brilliant offspring of the founders.

Carolin (Beanie) Espey
Carolin (Beanie) Espey

Caroline (Beanie) Espey (daughter of James Espey) is Sales and Marketing Director and comes with a strong global background as well as expertise in very top shelf brands. Following a degree in modern languages at Oxford University, Beanie has worked for luxury brands Chanel and L’Oreal before starting her own business – a Marketing agency run jointly from London and Hong Kong.

Rebecca+Jago.jpeg
Rebecca Jago

Rebecca Jago (daughter of Tom Jago) is Creative Director. Following a degree in Linguistics and time with some of London’s leading design agencies, Rebecca has been running her own small design agency for the last 25 years. Somewhat unusual for a creative director inasmuch as Rebecca’s creativity extends both to design and product.

What makes The Last Drop unique?

There are many very expensive whiskies on the market selling for four, five, even six figures. (Here is an interesting list.) The scotch whiskies on the list are mainly single malts and available in either glitzy or straightforward packaging. What I love about The Last Drop products is that it is about the liquid, not the packaging. If your motivation is ostentation, then you probably gravitate toward elaborate packaging that shows your “good taste” regardless of the quality of the scotch.

Also, the list consists mainly of single malts except for Last Drop Distillers 1960 Blend and Johnnie Walker Blue 200th Anniversary Blend. While I love single malts, there is nothing like a carefully blended scotch, particularly with ancient stocks. For me, that’s the epitome of the scotch maker’s craft.

Add to that a family run business consisting of old school/new school spirits industry connoisseurs and the results are products worth buying.

Of course, that’s only as long as the stock lasts. But, if I know the Espeys and Jagos, more discoveries are on the way.

IMG_3547
The Last Drop team

 

Continue Reading