Odin on Distilling!
"If you are spending more time behind your still then selling your bottles, your focus might be off. Craft distilling is a business and businesses are about making money. Simply put: distilling costs money, selling earns you money.
If your focus is on production rather than the customer buying your product, what does that mean? In a perfect world your product sells itself. In a perfect world you might spend your time where you like to spend it instead of where you need to spend it.
But in the real world? In the real world a focus on things that cost money - at the expense of spending time on those activities that make you money - may end you up in a hobby territory. "Hobby territory" as in that it is okay to spend money on things you enjoy doing.
Is that a problem, spending money on the things you like to do? No, but compare it to running a business, where the focus should be on your work making your money. I mean, passion is okay, nothing wrong with that at all, as long as you can translate it to other people enjoying what you do or make.
How you know if they enjoy it? Simple: they are willing to pay for it and they are willing to come back for it!
When I entered the world of craft distilling, now some 15 years ago, all that I saw were distillers spending their time behind the still. Either from the perspective of them enjoying what they did or from the realization that they had no other choice but to constantly supervise their stills as they produced their spirits in stills that were hard to control and manage.
I started iStill to introduce new technology to the craft distilling industry. New technology that allows the craft distiller to make his distilling responsibilities easier. To free him from his obligatory time behind the still, so that he or she could focus on where the money is made: telling your story and selling your bottles.
The production of high-quality spirits? I designed the iStills to help you take care of that, so that you can focus on the business side of things: on using your craft distillery to generate your family an income."
www.iStill.com
