Readers of Booze Business may recall that I began following this startup company a month ago (see April 27 posting) with the promise that I would periodically update their journey to brand development. (Their website is here.)
Their first product is Sorel (pronounced sore-el). It’s a drink that those from the Caribbean islands have been making for centuries and serve on festive occasions. Each island, and even families, has their own concoctions. Made from a variety of spices, herbs, horticulture and neutral grain spirit (NGS), JFB has overcome barriers and produced a market-ready product with a shelf price of $26.99. (Wait until you hear what retailers are saying.)
Since I first met the owners (Jack Summers, Tim Kealey and Alan Camlet) they’ve moved from planning and laying the ground work to implementation. Not, as it turns out, without some hiccups.
After months of work on perfecting the recipe to their satisfaction, the day arrives when 330 gallons of NGS appears at their facility. The “factory” is the former site of Red Hook Winery; the blending and bottling equipment is set and ready to go. Figuring out how to unload the alcohol is only part of the problem. The alcohol itself is the real concern.