A Tale of Two Distilleries

There is a small distillery, The Whiskery, on the Bellarine Peninsula in Victoria. As part of a bigger project for the regional tourism organisation, I had a photoshoot there. It was then that I met one of the owners, Russ Watson.

To give you a sense of who Russ is, what could have been a simple shoot turned into an hour and a half, full-on tour of the place.

We visited the distillery, where Russ introduced me to the gin maker, and we smelled and tasted experimental gin concoctions. He shared the back story that led them to where they were. A thriving cellar door that would turn cars away on the weekends because they were too full. We walked the grounds while he told me how they acquired the tiny dam on the property off the government, and where the old Cobb and Co coaches used to come in.

I'm sure my experience with Russ wasn't unique. Watch him in the venue with guests and he engages with everyone with the same enthusiasm. Unrushed and fully engaged. Spending far more time with each person than you know he probably has to give. You feel part of the family within minutes.

Can you imagine being that on every time you repeat the same thing?

The Whiskery is one of the most successful on the Bellarine. Why? Call it an X factor if you like. I think it's their DNA, and how that shows up in their brand and service.

Identifying and then articulating your DNA is as essential as the brand strategy itself.

You can't copy Russ

Say you're a distillery just up the road from The Whiskery. If the same passion and enthusiasm to engage with guests doesn't come out of you at every opportunity, it makes absolutely no sense to put it into your brand strategy.

You could logically think it's something you want to do. But if it isn't in your DNA, you'd never pull it off. You'd come off as disingenuous. You'd be watching the clock more and wouldn't go as naturally deep in conversations. Guests wouldn't get the same genuine vibe. They wouldn't leave feeling part of the family.

The other distillery

It's not about being another Russ. Every guest doesn't have to leave feeling part of the family.

Some years ago I visited a famous distillery in Hobart, Lark Distillery. A producer of whiskey with an international reputation. My experience at the cellar door was nowhere near as warm and open. Sure, the staff were friendly. They were knowledgeable and rehearsed. But I didn't leave feeling like I was part of the family.

I can't remember the specifics of the story, but I do remember how much I appreciated the toil, skill and commitment the founders put into crafting a world class product. The brand was polished, professional and exclusive. And that's OK. It's why my best friend Josh spent nearly $200 at the time to take home a bottle of their whiskey. It's also why I'll associate their brand with a high end experience for the rest of my life.

Russ and The Whiskery have their DNA, and Lark has theirs. Neither is wrong, and each is just right for them. It's why they work so well, and why their tribes of ideal customers are attracted to them.

It has to be in everything

You can't manufacture your DNA. It's something that is discovered and distilled down. If it isn't committed to at the top, if it isn't at the core of what you are and believe, it won't flow through every layer of the business.

What's yours?

My dad, Elwyn, started a small winery tour business in Geelong. After emigrating from Wales, Mum and Dad have lived in the region for nearly fifty years. Dad knows it as well as anyone, and he's formed deep relationships with many of the operators there. He used those relationships to give guests a unique and truly local experience.

A passion for showing off the region, its people and its products drove him. He wanted guests to leave with love and respect for Geelong and The Bellarine, and very fond memories of their day.

Call it DNA, or your why. It's the essence of your brand. Identify what is authentically you, and lean into it.

Adapted from Tim's book, An Absolute Must-Do, chapter 'A Tale of Two Distilleries'.