It’s been a long time – no excuses. Between working and now holidaying it’s been busy. I recently went to the Pemberton Distillery and took a tour. This is no ordinary tour or distillery: it’s home to Schramm Vodka, organic potato vodka from the Pemberton valley and double gold winner at the World Spirits. And while the vodka was great – real earthy, great in a Caesar, less great in a Cosmo, it was the tour that was memorable.
There were only four of us and we were made to feel welcome. Our tour guide was soft spoken, but clearly passionate about the family business. She walked us past the in-take area where the nearly 250,000 pounds of potatoes come into the distillery, past the processing vats and to the distillery pipe-thingies.
She spoke about an idea, a dream really, turned to life. She talked about their relationship with organic farmers as well as their challenges in getting direct access to some markets. She was an incredible story teller. Someone who you wanted to listen and learn from, someone who was working with the family to create something special. And it is special vodka.
What story does your business tell? Are you a family business, are you a multi-national? It doesn’t matter, but what does matter is the uniqueness of your story and the conviction and passion with which your owners, partners, staff and, ultimately, customers tell it. Spend time crafting your story and then take stock about how you tell it. Is it apparent on your website, in your marketing materials, social media, how you attract, retain and engage with staff?
Bottom line: there are lots of vodkas out there, but now I associate Schramm vodka with a family business I want to support. Their story is just part of how and why I enjoy their product.