The MAFFEO DRINKS Podcast 089 | Michael Ballantyne | Bridging Tequila & Scotch Occasions with Storywood Tequila
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Jan 27, 2025 Michael Ballantyne, the founder of Storywood Tequila, is on a mission to change the game with the world's first single malt whisky barrel-aged tequila. He shares how pivoting to whisky bars helped him connect with consumers who appreciate the nuances of oak and char. Michael emphasizes selective distribution to build momentum and a diverse product line that caters to varying tastes. His journey is marked by personal engagement and storytelling, forging deep connections within the spirits community.
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Target Audience Pivot
- Storywood targeted whiskey drinkers who understood oak, toast, and char, instead of tequila consumers.
- This strategic pivot proved successful after a whiskey show in Glasgow, revealing their target audience.
Targeted Distribution
- Define your brand's core identity and target specific distributors who align with that identity.
- Storywood targeted distributors with whiskey portfolios to reach whiskey consumers effectively.
Whiskey Glass Trick
- Michael Ballantyne's wife suggested serving tequila in whiskey glasses to change perceptions.
- This simple change led whiskey drinkers to appreciate tequila's taste, sparking the idea for Storywood.