Question: What do all successful Gin brands have?
Answer: A great label- and I have 3!
What is a label:
Label noun: ‘a small piece of paper, fabric, plastic, or similar material attached to an object and giving information about it.’
This little definition does not even summarise the sleepless nights and troubles this small innocuous word can bring. Getting this right takes assistance, patience, a keen eye, time and sometimes even luck.
The Tack Room journey:
I have always been into branding. I like “gin brands” and brands in general. I like what they stand for, the quality they represent. I certainly have never been able to afford designer fashion brands that’s for sure, but when it comes to spirits, I am aware of what brands can do.
This is not to take away from the craft distillers who pour their heart and soul into their brands and can dare to go to places where the big brands cannot. For them, it is an opportunity for them to take on the mantle of David versus Goliath with the bigger brands. I am saying that I really don’t like cheap rip-offs and “own label” brands that are just mass-produced, trying to mimic the big boys and fail to deliver essence, heritage and, most importantly, quality!
Mass-produced products are made to be done as cheaply as possible to make a quick buck. Successful gin brands try to do something bold, caring, and attentive. Long gone are the days when I was venturing into a student bar and ordered a “triple vodka (unbranded) and red X” for the outrageously cheap price of £3! Nowadays, you are more likely to find me in a cocktail bar chatting with the bartender, sipping a perfectly poured cocktail and getting into all sorts of conversation regarding spirits, cocktails and anything alcoholic.
It’s all about branding:
To me, branding is so key. You may be big or small, but to be known is vital, especially when you are a craft distillery when the competition out there is so fierce. You need to have that stand-out appeal; to be able to shout above the rest of the crowd is so important. As a brand, you have so little time to make a connection with a customer, and if you get it wrong, you may be dismissed without a second thought. So when you are starting up a distillery, how do you go about creating a brand?
Now whilst I would love to give you the science behind how to do this or real deep insight into what to do, the simple truth is, I can’t! My advice for anyone thinking about doing this would be “Keep it simple and true to the heart!”
Here are a few simple tips to start:
https://www.simplybusiness.co.uk/knowledge/articles/2022/04/how-to-create-a-brand-identity/ : How to create a brand identity by Sam Bromley
I spent ages trying out different names in my head. I tried to be overly clever, but nothing really stuck. To me, the best gin brands always have the best story. It wasn’t until I was sat in the Old Tack Room (my secret bar at home) that it came to me that I do in fact, have a unique story to tell.
It was in the Old Tack Room bar where the idea for my gin brand was created, where I spent (too) much of my time, and so it became easy to own. For those new to the blog or who may not know, The Old Tack Room is an old tack room that was no longer being used, and I decided to turn in my secret speakeasy bar.
If you want to know more about my love for speakeasy bars and the transformation of the Old Tack Room bar, see my previous blog, “So why the Tack Room” – https://tackroomdistillery.com/so-why-the-tack-room/
Hidden behind the feed room, you can literally walk from the stables in the feed room and, behind a secret door, be transported to a 1920’s speakeasy where you will often find me mixing up drinks or contemplating the world away.
Now it is not often you will have heard of an equestrian yard and a secret cocktail bar being rolled into one, let alone a distillery! So this is my unique story, my point of difference.
I have always loved speakeasies, cocktails, and secret bars, and it is, in fact, in one of these so-called bars I proposed to my wife, Hannah! Taking this as inspiration, it seemed something authentic to me and unique. Which is where all the best tales come from.
Details in the packaging
But having a name is just the beginning. I had the idea, but I needed the packaging to go with it. I started with the bottle. I already had specific ideas of what I wanted from a bottle shape. The height, width and balance of the bottle were all important to me. You can’t have a bottle that is too small or won’t be seen on the back bar. Whilst if it is too tall, you will always be at the very back of the bar. To me, a bottle must be nice to handle.
I get put off pouring bottles just too wide for you to hold it properly. The fear alone of dropping or spilling any gin is a waste! I also wanted a bottle with a distinct feel and look, so I started looking around. I wanted an existing bottle mould for a couple of reasons. One, partly the cost of a new mould is quite expensive, but secondly, there is plenty of waste already in the world, so why would I need to create a new mould with a new shape just for my own vanity?
So I started looking at glass manufacturers to see what they had on offer and started drawing up a list of potential options. I wanted an existing bottle mould for a couple of reasons. Partly the cost of a new mould is quite expensive, but secondly, there is plenty of waste already in the world, so why would I need to create a new mould with a new shape just for my own sake?
All the glass companies were beneficial and I now have a large selection of sample designs adorning my shelves of bottles that did not quite make the cut. The one thing that became apparent quite quickly is how many gin brands use the same bottle lines. But equally important, it wasn’t just the bottle that “made a gin brand” but the label that went with it.
At the same time, I was already thinking of designs for the label. I have the Art Deco-styled logo and spent a lot of time researching and finding art deco patterns that I could incorporate into my design.
I’m no designer but I have creative ideas. I know what I want, but trying to design it that’s a different ball game altogether, but I was willing to give it a go! So that’s what I did.
I drew from my many years of experience working with super premium brands, including some well-known premium gin brands in the past and started to add elements that drew on the art deco theme, with touches relating to the horse world to create a label that represented where the brand originated.
Tack Room Distillery came to life
Once, I had the elements of my idea down with the help of a couple of my friends who are designers who have worked for other gin brands, and we refined the label design to what you see today and something I am really proud of!
Once I had all the ideas of the name, bottle and label, my brand started to take shape with all the unique elements of my past, my present and what I wanted to stand for. My years of experience working with other gin brands has made me feel confident that my little brand can stand shoulder-to-shoulder with the other gin brands out there!
Let’s hope for continued success!!