Luis Gonzalez, CEO of Old Elk Distillery
Old Elk Distillery is considered one of the rising stars in the American Whiskey category and it's reputation is well-earned. The brand has dedicated its resources to distilling a high-quality premium bourbon made by former MGP Ingredients Master Distiller Greg Metze. In the latest Startup Spotlight, CEO Luis Gonzalez revealed some of the keys to the brand's success. | | Gonzalez emphasizes the importance of focusing on sanity rather than vanity in business decisions. Most new companies focus on things like facilities and equipment at first, but Gonzalez notes the importance of making investments in your culture, inventory, and business plan. | | | On Old Elk's relationship with retailers, Gonzalez says, "We ensure that every step of the way is supported from start to finish by adding value to the shelf set and utilizing our tools to move the product. Some of these tools include staff trainings, geo targeted ads, consumer samplings, and POS items that add an element for consumer education. It is important to respect the financials of your retail partners and position the products that they will be successful with."
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Source: Beverage Wholesaler
Source: The Drinks Business
Source: Wine Business
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Source: Spirited Zine
Source: PR Newswire | | | | United States Trade Tasting Conference | The United States Trade Tasting (USATT) Conference is an annual educational conference specializing in the adult beverage industry. The conference hosts TEDx-Style talks where speakers offer insights into what strategies and standards the industry’s top thinkers use to shape the marketplace.
DATES: August 9 – 10, 2021
LOCATION: Metropolitan Pavilion, New York, NY
WEBSITE: http://usatradetasting.com/ | | | | The Bar Convent started as a small industry meeting in Berlin and quickly became one of the most important international bar and beverage trade shows, expanding to Brooklyn, NY in July 2018. Bar Convent Brooklyn serves as a channel between premium brands and influencers in the bar and beverage industries across the globe.
DATES: August 17 – 18, 2021
LOCATION: Brooklyn Expo Center, Brooklyn, NY
WEBSITE: http://www.barconventbrooklyn.com/ | | | | American Distilling Institute Conference | With a large following and located in a new city each year, the American Distilling Institute’s (ADI) Annual Conference is one of the best shows for the distilling community.
DATES: August 23 – 25, 2021
LOCATION: Louisville, KY
WEBSITE: http://distilling.com/ | | | | ECRM On & Off Premise Programs | Efficient Collaborative Retail Marketing’s (ECRM) Global Wine, Beer & Spirits EPPS allows producers, importers, distributors and exporters to communicate during pre-scheduled, one-on-one appointments. Buyers represent national accounts from all over the world in both off and on-premise channels.
DATES: August 23 – 26, 2021
LOCATION: Virtual
| | | | San Diego Spirits Festival | San Diego Spirits Festival is a destination event that targets industry insiders, consumer cocktail and culinary lovers alike, it’s a nationally acclaimed celebration of cocktail culture and it is the premiere West coast spirits festival held on the San Diego bay.
DATES: Blind Tasting: August 28, 2021 Main Event: September 11 – 12, 2021
LOCATION: San Diego, CA
WEBSITE: https://www.sandiegospiritsfestival.com/ | | | | Imbibe Live is an innovative and interactive annual exhibition for anyone who sources, buys, or serves drinks in the licensed on-trade. From sommeliers to buyers and from managers to bartenders, this event will see the industry’s finest come together.
DATES: September 13 – 14, 2021
LOCATION: Olympia, London
WEBSITE: https://live.imbibe.com/ | | | | Tales of the Cocktail was founded in 2002 and has grown into the world’s premier cocktail festival. It is a week-long event filled with seminars, tastings, competitions, and networking events.
DATES: September 20 – 23, 2021
LOCATION: Virtual
WEBSITE: https://talesofthecocktail.org | | | | The Very Important Beverage Executives Conference provides an educational program for on-premise beverage decision makers. The conference offers several opportunities to make connections and expedite business decisions.
DATES: September 27 – 29, 2021
LOCATION: Omni La Costa Resort & Spa, Carlsbad, CA
WEBSITE: https://www.vibeconference.com | | | | The IMPACT Marketing Seminar | The IMPACT Annual Marketing Seminar is the pre-eminent conference for the global spirits, wine, and beer business. It is a one-day seminar for executives in the beverage alcohol industry with presentations by CEOs and presidents of major companies focusing on issues vital to the alcohol industry today as well as its future growth.
DATE: September 29, 2021
LOCATION: The Pierre Hotel, New York City, NY
WEBSITE: http://www.impactseminar.com/ | | | | New York World Wine & Spirits Competition | The New York World Wine & Spirits Competition is one of the largest wine and spirits competitions in the world. It is the only competition associated with the “Triple Crown of Competitions” (e.g., San Francisco International Wine Competition, San Francisco World Spirits Competition).
DATES: August 30 – September 3, 2021
LOCATION: New York, NY
WEBSITE: https://www.nywscomp.com/ | | | | Millennial Wine Beer Spirits Competition | The Millennial Wine, Beer & Spirits Competition raises product awareness by appealing to the consumer group with the largest purchasing power, the Millennial generation. The competition targets what Millennials want to taste and eventually purchase.
DATES: Spirits: September 1, 2021 Wine: October 6, 2021
LOCATION: Agoura, CA
WEBSITE: https://millennialcompetition.com | | | | The PR%F Awards consists of judges from across the United States who have the power to purchase your brand. The judges want to experience new emerging brands, varieties, and beverages that may have a unique twist. DATES: September 28 - 29, 2021 LOCATION: Las Vegas, NV | | More Resources From Park Street University
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