Signet Unpackaged

"In this business, you are out to make either perfect whiskey or a quick buck, and those end goals generally lead to wildly different places" Colin Spoelman is a former rooftop moonshiner from Kentucky who founded Kings County Distillery with David Haskell in 2010. He is co-author of 'The Guide to Urban Moonshining,' 'Dead Distillers' and the most recent 'The Bourbon Drinkers' Companion.' Colin argues American whiskey has deviated from its traditional production as more brands have entered the space. And as a result, marketing has become deceptive and the market has homogenised. In this episode, Colin gives a frank perspective on the world of American whiskey and shares his thinking behind creating the distinctive brand and packaging of their premium craft whiskey brand at Kings County, based in New York.

As the first legal distillery on the island, the story behind the Isle of Raasay Distillery is a fascinating one. In an industry where the role of authentic provenance in brand marketing is increasingly discussed, it feels right to spotlight Raasay as a brand that is getting it right.  Co-founder and Master Distiller, Alasdair Day, gives us an inside look into the distillery's ambitious growth plans, their aim of amplifying brand appreciation through experience and how their award-winning pack design derives from a deep connection to their craft and the island's natural beauty. __ 00:00 Introduction & background 06:16 Revitalising the island: community impact and economic growth 10:32 Building a vision on the Isle of Raasay 15:39 Product expansion and major milestones 23:40 Crafting a brand identity 30:13 Building customer loyalty 38:56 Future growth plans 46:07 Final thoughts __ Learn more about the Isle of Raasay Distillery Visit the website: https://raasaydistillery.com/   Get to know Signet For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry. Follow us on: ⁠⁠⁠⁠Instagram⁠⁠⁠ ⁠⁠⁠LinkedIn⁠⁠⁠ ⁠⁠YouTube

In 2018, after returning from a vacation, husband and wife, Rick and Alaina, founded Unicorn Distillery with an aim to disrupt the market and inspire the ‘what if?'. Infusing the spirits industry with its all-natural colour-changing spirits, Unicorn Distillery has led the way in standardisation and efficiency within the colour-changing category. After successfully petitioning for the FDA to approve the use of butterfly tea flower, a core ingredient, the distillery's doors opened in March 2022. Unicorn Distillery aims to become a global sensation and is already making waves in the travel retail space aboard Princess Cruises. The brand focuses on delivering customer delight and bringing a unique twist to spirits, which were previously limited to the gin market. Rick discusses the brand's appeal to both consumers and bartenders, emphasising the importance of social media and educating audiences. __ 00:00 Introduction and background 04:30 Starting Unicorn Distillery 12:30 Discovering the Tea Flower 21:37 Selling within the travel retail space 25:21 Packaging and bottle design 30:21 Global expansion and plans __ Want to learn more about Unicorn Distillery Visit the website Get to know Signet For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry. Follow us on: ⁠⁠⁠Instagram⁠⁠ ⁠⁠LinkedIn⁠⁠ ⁠YouTube

Having launched this year, The Heart Cut has taken the industry at pace, recognised at this year's Icons of Whisky Awards as the independent bottler to watch. Drawing on her years of experience in the industry as a passionate whisky drinker, educator and brand ambassador for drinks powerhouses like Bacardi and Diageo, she has quite literally bottled her insights and knowledge into a brand that puts the spotlight on new-world whisky distilleries from across the globe. In this episode, she talks about her take on breaking down unnecessary barriers to enable emerging interest and accessibility to the spirit, the importance of packaging and design to magnify the sensory appeal of the whisky and how important advocacy and education can be for a brand's success.  00:00 Introduction and Background 02:04 Entering the Whisky World 10:09 The Role of Bartenders and Advocacy in Whisky 27:02 Gender Barriers in Whisky Marketing 30:56 Introduction to Heart Cut and Independent Bottling 33:41 New World Whisky and Partnerships 39:22 Heart Cut's Name and Aesthetic 44:34 Packaging Design and Future Plans   Want to learn more about The Heart Cut? Visit their website Check out Georgie's LinkedIn   Get to know Signet For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry. Follow us on: ⁠⁠⁠Instagram⁠⁠ ⁠⁠LinkedIn⁠⁠ ⁠YouTube

To achieve extraordinary success and command a loyal following, be remarkable. Stand out, make a significant impact, and you'll attract a tribe that fervently supports and drives your business forward. Much like ‘Ulysses' – a book first published in 1922, written by James Joyce, and now considered the most important work of modernist literature.  In this episode, Paul delves into the challenges and triumphs of managing high-profile brands, the art of layering in storytelling to every aspect of a product launch, and the influence of James Joyce's novel ‘Ulysses' that underpins it all.  00:00 – Introduction & background 05:00 – Challenges and successes 23:38 – The role of luck, storytelling, and packaging 32:45 – Celebrating key anniversaries and historical dates 35:49 – Aligning marketing approaches 47:18 – Limited editions and the future of Ulysses X Art

What happens when you combine a shared passion, New York roots, and a bold dream between two colleagues? You get Upend Gin. Join co-founders Matthew McKee and Chris Lofrese as they share their journey from finance professionals to gin distillers, representing New York with their premium spirit. With a focus on calculated risks and entrepreneurial reflection, Matthew and Chris discuss the importance of educating bartenders, experimenting with flavours, and the critical role of packaging and branding in delivering a premium experience. __ 00:00 | Introduction and background 05:05 | Taking calculated risks 11:33 | Representing New York 18:25 | Educating bartenders 30:59 | Packaging and branding 39:41| Design and budget 41:55 | Focus on quality and brand 43:02 | Future plans: building a distillery

Silent Pool is a brand that focuses on craftsmanship, provenance, and storytelling – capturing the very essence of English high-end craft. Having expanded its product range and market strategy, and recently being acquired by William Grant & Sons, the brand is set for accelerated growth. But how has Silent Pool managed to maintain its heritage whilst keeping up with soaring sales in both the duty-free and supermarket retail space? In this episode, Ian discusses the inspiration behind Silent Pool and the challenges he faced in the early stages. He shares insights into building a successful brand and the thinking behind the iconic Silent Pool bottle in a premium positioned marketplace. 00:00 Introduction 02:01 The story behind Silent Pool 06:07 Embracing craft 10:00 The creation of Silent Pool Distillers 19:50 Creating a distinctive bottle design 25:48 Expanding the product range and market strategy 35:08 The importance of physical retail and brand experience 38:13 Acquisition by William Grant and expansion 46:02 Defining Silent Pool's Brand Essence

How did Sammy Verghese go from nightclub promoter to CEO of Degen Distillery - a brand-new player in the premium drinks market, driven by his passion for technology and backed by Google? In this episode, we discuss the significance of developing a growing community, creating exclusivity using blockchain systems, and entering the industry as a disruptor partnered with the biggest craft brewer in Europe, BrewDog. Timings 00:00 Introduction and background 03:54 Underpinning the values and concept of Degen Distillery 09:34 Entering the market with BrewDog 11:52 Introducing the premium drinks industry to the tech world 24:46 Creating an original brand identity 38:20 Taking Degen Distillery to the next level. What's next?

Sherwin and Tim, Co-Founders of Tarsier Spirits, discuss their journey of starting a craft gin brand that focuses on authentic Southeast Asian flavours and its representation of Filipino heritage – hence the name ‘Tarsier', a small primate native to the region. In this episode, we explore strategic distinctiveness, building a brand on a startup budget, and overcoming the challenges in the industry of finding the right partnerships and collaborations that fit your brand values. Overall, their journey emphasises the value of trusting your instincts, being ok with continuous improvement and iterative design, and the absolute criticality of authenticity in creating a unique and successful brand. 01:25  Filling the Gap in the Gin Market 03:11  The Importance of the Tarsier Emblem 04:19  Giving Back to Conservation 06:37  The Process of Starting a Business 10:58  Learning about Gin Distillation 12:26  Building the Brand on a Startup Budget 14:39  The Importance of Authenticity 20:56  Selecting the Right Distributors 27:10  Differentiating Tarsier from Competitors 28:30  The Evolution of Tarsier's Branding and Packaging 32:23  Considerations for Packaging Design 36:22  Lessons Learned from Packaging Iterations 42:25  Sustainability in Packaging Want to learn more about Tarsier Spirits? Follow Sherwin and Tim on LinkedIn Tarsier Spirits website⁠⁠ Get to know Signet For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry. Follow us on: ⁠⁠Instagram⁠⁠ ⁠⁠LinkedIn⁠⁠ ⁠YouTube⁠

Irish whiskey continues to experience steady growth globally, thanks to new international markets, a heightened focus on luxury, and the category's ability to innovate. One such trailblazer is Jack Teeling, Founder and Managing Director of Teeling Whiskey Distillery. Earning recognition at this weeks' World Whiskey Awards 2024, we explore how the brand that – like its iconic phoenix emblem – helped Irish Whiskey rise from the ashes of an old-fashioned, out-of-date reputation and become a powerful global contender. We discuss this emergence, and what it took for the brand to command its place in the premium, luxury international marketplace with a younger consumer base. 00:00 Introduction and Background 03:30 Starting Teeling Whiskey Company 08:14 Working with Family 10:18 The Rise of Premium Whiskey 12:43 Creating a Youthful Irish Whiskey Brand 17:19 Standing Out on the Shelf 20:43 Packaging and Branding 23:17 Different Collections and Consistency 28:18 Digital Engagement and Packaging 32:52 Bacardi Partnership and Expansion Want to learn more about Jack & Teeling Whiskey Distillery? Follow him on ⁠LinkedIn⁠ Teeling Whiskey ⁠website⁠ Get to know Signet For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry. Follow us on: ⁠Instagram⁠ ⁠LinkedIn⁠ YouTube

In celebration of IWD2024 theme of 'Inspiring Inclusion', we take time out to speak with one of Forbes' Top 30 under 30 to watch - Molly Troupe, Master Distiller & Partner at Freeland Spirits in Portland, Oregon. A women-owned, women-led and women-supplied distillery, her perspective on the role of representation, mentorship and networking, and building a successful brand (and bottle) that encapsulates those values are thought-provoking for everyone looking to build something impactful in the premium spirits industry. 00:00 Introduction and Background 01:02 Becoming a Distiller 04:11 Recognition and Women in Leadership 06:52 Women-Owned and Operated Distillery 09:09 Local Sourcing and Supporting Women-Led Enterprises 10:23 Gender Dynamics in the Distilling Industry 10:30 Challenges and Opportunities in the Freelance Industry 13:09 Small Batch and Artisanal Appeal 15:09 Flavor Chemistry and Experimentation 16:43 Expanding Product Portfolio 20:15 Building a Supportive Network for Freelancers 23:17 Investing in Custom Design Bottle 27:31 The Story Behind the Bottle 32:58 Distribution and Market Presence 35:16 Future Plans and Expansion 38:51 Impact and Social Responsibility 39:04 One Word or Phrase to Describe Freelance Spirits 20:15 Building a Supportive Network for Freelancers 30:45 The Role of Freelance Spirits in Empowering Freelancers 39:47 Closing Remarks and Future Outlook Want to learn more about Molly & Freeland Spirits? Follow her on LinkedIn Freeland Spirits website Get to know Signet For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry. Follow us on: Instagram LinkedIn