From the Editor: Penny Wise and Pound Foolish

by

Penny Wise and Pound Foolish

As we enter into the second half of 2014, we are happy to see that more and more craft distillers are realizing the importance of proper training from the very early stages of their businesses.A couple of years ago, the prevailing attitudes among most would be craft distillers -as it related to education- were either arrogance (“I don’t need training”) or simply dismissiveness (“I will learn as I go” or “I will attend a class later if I have time”). Many have not survived their first year or two in the business; others are struggling to make the business work, even if it means getting part-time jobs elsewhere to help pay the bills.

While training alone cannot compensate fora lack of proper funding, training can make whatever funding is available go a longer way.If you wanted to be a pilot, would you buy the plane and refuse to take flying lessons because you thought they were expensive? This is a question we often ask entrepreneurs who mention an interest in getting into the distilling business. Purchasing a still only to “learn as you go” is an open invitation to “crash land” in several ways:

• You could cause an explosion, injuring yourself, your employees and/or loved ones

• You could poison unsuspecting consumers, causing illness or death

• You could do damage to the environment

• You could lose all your investment, causing you to move in with your parents, relatives or friends

• In doing any of the above, you could give a bad name to an industry that already gets too much negative attention

So why forego training and education? Here are some of the most common answers we’ve heard:

  • Some entrepreneurs are fed up with 9 to 5 jobs and are looking into craft distilling as an opportunity to do something they sense as being adventurous and artistic
  • Others come from families historically involved in some phase of legal or illicit alcohol production and feel that distilling “runs in their veins”
  • Others simply believe that they can sell whatever distilled spirits they produce, quite profitably, and live a life of luxury and relaxation while doing so

Regardless of the above answer, the reality of craft distilling is that it is a tough, tedious, meticulous business that demands long hours and that gives little recognition early on. And bottling the finished product is only 10% of the race! The remaining 90% involves product commercialization and is more directly responsible for a brand’s success than most people imagine.

Know the pitfalls of the journey before you undertake it. If you decide to move forward, hire a knowledgeable guide (trainer) and your chances for success will be much higher from the first step.

Properly planned and executed, distilling CAN be a rewarding profession, both from a satisfaction and a financial perspective.

To your success and happiness!

Luis Ayala, Editor and Publisher