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 …

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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.

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 …

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Last Drop Distillers

Old Whisky, New Management

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.

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 …

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