Business of Drinks 42: How Mr Black Coffee Liqueur Fueled the Espresso Martini Craze with Founder Tom Baker - Business of Drinks
In this episode, we talk with Tom Baker, co-founder of Mr Black, America’s best-selling premium coffee liqueur. Tom shares the serendipitous beginnings of his company, the divine intervention of the "coffee gods" that led him to his co-founder, and how Mr Black carved an unexpected niche in the spirits industry.
We track the brand's rise from a small Australian startup to a multi-million dollar company, diving into the challenges Tom faced in the early days, launching a coffee liqueur as craft spirits and coffee culture were both emerging. We also explore how Mr Black differentiated itself from competitors like Kahlua with a product that truly tastes like coffee, and how the brand helped shape the Espresso Martini's renaissance. (The Espresso Martini is now the Top 4 best-selling cocktail in America, just two years after hitting the Top 10 list, per Nielsen data!)
You’ll hear how Mr Black leveraged crowdfunding to gain early traction, the importance of building strong distributor relationships, and how the brand scaled globally. Tom also shares his insights on managing the operational complexities of growing a business, the role of Diageo’s acquisition, and why staying focused on a singular vision helped the brand achieve sustained success.
And don’t miss Last Call, where our on-air team weighs in with the trends they’re seeing in their respective markets. We hear from Caroline in Detroit, Scott in the Washington D.C., and Erica in NYC. From the resurgence of aquavit and savory cocktails to a fresh crop of hybrid drinking spaces, find out what’s on our radar!
LINKS:
The Four Disciplines of Execution by Chris McChesney, Sean Covey, Jim Huling
Brand Mysticism by Steven Grasse and Aaron Goldfarb
The Right It by Alberto Savoia
Stay tuned for our next episode dropping on Nov. 27.
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Erica Duecy, co-host:
Erica Duecy is founder and co-host of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She runs consultancy and advisory arm of Business of Drinks, and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
https://www.instagram.com/ericaduecy/
https://www.linkedin.com/in/erica-duecy-4a35844/
Scott Rosenbaum, co-host:
Scott Rosenbaum is co-host of Business of Drinks, and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
https://www.linkedin.com/in/scott-m-rosenbaum/
Caroline Lamb, contributor:
Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners.
https://www.linkedin.com/in/caroline-bork-lamb/
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