Overview
In 2008, there were eight craft distilleries in Colorado. By 2012, that number grew to over 40 craft distilleries. Colorado wasn’t the only state of growth for the industry, with Oregon and New York big contenders. DSTILL was the conference to bring them all together to educate, celebrate, and connect the industry with distributors, bartenders, and the public. In doing so, we were able to enact new laws in the state of Colorado to allow distillers from across the country have the same self-distribution rights as distillers within Colorado - a game changer for small businesses getting their name and product into the hands of the consumer.
Opportunity
The Colorado Distillers Guild in conjunction with Something Independent came together to create a conference to connect craft distillers, distributors, bartenders, and the general public of drinking age to promote, sell, and imbibe craft products.
Over 1,500 people attended the inaugural date with 50 distillers serving, educating, and selling directly to attendees. Distillers were able to create lasting relationships with national distributors, restaurants, and celebrity mixologists.
Stakeholder Snapshots
Drinking Public
Needs
- Education on tasting and developing a palate
- Easy access to craft brands they learn about
- Better familiarity with craft brands as popular brands
Characteristics
- Imbibe mostly in public, with friends
- Have disposable income
- Have an active lifestyle
Distillers
Needs
- Platform to connect to distributors, bartenders, drinking public
- Provide equal ground for well established distilleries, out of state distilleries, and brand new distilleries
Characteristics
- Lives in overalls and steel tip boots
- Predominantly male
- Chemistry and biology educations
Origional Logo by Elysia Syriac
Logo Modification
Original logo modified to express the handmade attitude of craft distilling. Sharp edges of the letters softened to have a weathered appearance, as if branded by hand, stamped, or left by a rim of a glass.
Brand Standards
Color palate and structure of typography to support a canvas involving over 50 partners and products. Squared, block lettering to indicate the boldness of what the event goer will experience, and the strength of the people behind the distilleries.
Web
90% of DStill event goers were interested in the Showcase; the main tasting event. In it's totality DStill is a week of workshops, discussions, and music. It was important to streamline direction to Showcase ticket purchases on the main page while also providing the visitor to explore the full schedule.
Media Gift
Colorado Tourism Office invited DStill to participate in their annual media appreciation event. Typically the guests receive a gift bag predominantly filled with postcards that quickly end up in the trash. The DStill Media Gift was to inspire immersion from introduction to event. We provided a ribbon-wrapped origami box that opened to a branded taster glass and letter-pressed event calendar lining. It was something to be cherished, not tossed.
All media gift images thanks to Tom Kolicko.
