Signet Unpackaged Signet

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.

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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