Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Allison Parc and Gable Erenzo, sponsored by Old Duff Genever and Brenne Single Malt French Whisky

Thank You
…to our sponsors.
#SmallIsBeautiful #TOTC2018 #NanoBrands
@OldDuffGenever @BrenneWhisky

@OldDuffGenever @BrenneWhisky #SmallIsBeautiful #TOTC2018 #NanoBrands
en·tre·pre·neur
ˌäntrəprəˈnər/
noun
noun: entrepreneur; plural noun:
entrepreneurs
a person who organizes and
operates a business, taking on
greater than normal financial
risks in order to do so.

so·lo·pre·neur
ˌsōlōprəˈnər/
noun
noun: solopreneur; plural noun:
solopreneurs
a person who sets up and runs a
business on their own.

nano-
ˈnanō/
combining form
prefix: nano-
denoting a very small item.

What Is A Nano Liquor Brand?

A Very) Brief History Of Nano-
Liquor

WHO am I?

Allison Parc, Founder & President of Brenne Whisky
Women Behind the Brands: Allison Parc
of Brenne Whisky

From Micro to Nano
• Hi, my name is Gable, and I dislike third person reference. So for the purpose of these slides,
I=Gable Erenzo.
• I am the former Owner and Chief Distiller at NY’s Pioneering Tuthilltown Spirits Distillery.
Through Hudson Whiskey, we took our small farm distillery from 3 guys with the first legal,
small pot still in NYS since prohibition to an award winning and internationally known distillery.
• In 2010 we sold Hudson Whiskey to William Grant and Sons at which point I became the official
National Whiskey Ambassador for the brand.
• In 2016 we finalized our long term courtship with WGS by selling them the home of Hudson
Whiskey, Tuthilltown Spirits Distillery
• In 2014, seeing the deal as imminent, I divested in Tuthilltown in order to start my own nano
distillery. The idea came about with the passing of the NYS Craft Beverage Act (largely
attributed to my fathers legislative work), and my own desire to distill in Gardiner, staying off the
road and with my family.

A little More About ME
• Built Tuthilltown and Hudson Whiskey with my father, opening CA, TX, FL, CO,
AZ, OR, WA, DC, MD for Hudson Whiskey
• Chief Distiller from 2008-2011
• Brand Ambassador for Tuthilltown then for WGS and Hudson Whiskey
• Won 2012 Whisky Magazine “American Whiskey Ambassador of the Year”
• CSS “ Certified Spirits Specialist”
• Developed the Indigenous and Half Moon Brands and packaging for Tuthilltown
• Traveled the country educating and entertaining

Philip Duff, Irish, ex-bartender, on-trade consultant,
bar owner, drinks writer.

The Story Of Old Duff
2000

The Story Of Old Duff
2011

WHAT tipped
me over into
starting a…

1995

1998

2006

WHAT is
Brenne

WHAT is
Gardiner Liquid
Mercantile?

What is Gardiner Liquid Mercantile?

Gardiner Liquid Mercantile
Farm Distillery, Farm Bar, Farm Table, Farm Mercantile
Partnering with a 4th generation farm and orchard, GLM brings the
still back to the farm to focus on estate spirits made from the harvest
of the Mid Hudson Valley. With a distillery operation at Dressel’s
Farm and a satellite retail shop, tasting room, bar and restaurant on
Main Street, GLM showcases the spectrum of exciting changes in NY
laws around beverage alcohol, agricultural development and tourism.

WHAT is Old
Duff Genever?

The world’s best, most authentic, and most transparent,
#RealDutchGenever

HOW did you
do it?

2015

Launch!
Coup, NY, 19 September, 2017

WHERE is the
brand now?
and
WHERE are you
going?

@BrenneWhisky
@AllisonParc

Big Changes…
Making Small Financially Feasible Through Legislation. Thank You NY!
In 2014 NYS passed the Craft Beverage Act, Paving the Way for Nano Distillers
• Farm Distilleries (DD License) would now be allowed to serve NYS labeled liquor for on premise consumption, on
its own or in cocktails
• Farm Distilleries are able to sell any NYS labeled product for retail sales, including NYS beer, wine and cider for off
premise consumption
• DD licenses could now have one branch office which would be considered a non-contiguous extension of the
licensed distillery with all the rights of the bonded space.
• DD Licenses are now able to apply for an additional alcohol license allowing the sale of beer and wine for on premise
consumption

…New Opportunities
Three Tier System is Dead, Long Live the Farm Distillery!
• A bottle of Brandy/Whiskey that sells for $40 at your local shop, or $8 an ounce at your local bar costs the distiller
about $7 to make. If they start with free over ripe fruit from their local orchard, more like $5. $.20 an ounce.
Imagine if you were making $35/bottle or $7.80/oz. You would have to make sooo much less.
• Having a still on a farm makes sense from an operation perspective, saving money and time and giving the distiller
access to much more than they would be given if there was more involved beyond forklifting it over. Having a retail
space or bar in a high traffic area makes sense from a business perspective. Now you can do both.
• You can support other local producers by carrying their products, and in turn they can do the same for you. You
have still cut out the middle man and both small producers make more.

From 2015:

Where are we now, July 2018?

Looking ahead…..

Why Nano?

Why Go Small?
• Less startup $
• More control over all aspects of operations
• Flexibility to experiment
• Direct contact with consumers and total control over your narrative
• Nimbleness and ability to shift direction as needed or opportunities arise
• Quality of life: less travel, more time with family, free time for hobbies and
projects, flexible schedules, no one to answer to

Think Small(er), Be Happy
When Quality of Life is Your Priority
Borrow money, build distillery, make spirits, pull hair out, brand spirits, find a distributor, educate distributor, sell sell sell,
build brands, travel, educate bartenders, do lots of in store tastings, find a divorce lawyer, make lots more spirits, gain
attention, get platinum status with your airline, find a suitor, sleep a little, sell brand, repeat or retire.
Or
Wake up around 10am, Spend your own money, buy a still, put it in your garage or neighbors farm, take a nap, get free
by-product from local farms, play with kids, distill lots of interesting things in small volumes, sell them directly to
neighbors and tourists by the ounce and bottle at the highest possible margin, take a nap, make a living, distill, take a
vacation, make any spirit your heart desires and mind can devise, have dinner with family, go back to work…or don’t
(you and the boss are tight).

Why Not Nano?

The Journey Of
A Nano Brand

Is It Truly Nano?

Nano or No-No?

Is it Nano: Incubators

Good Questions To Ask If You’re A Buyer

TOOLS

Tools From The Road
A L L I S O N PA R C

Things That Helped Me - Philip

Thank you!

Thank you!
This deck: www . slideshare . net / philipduff

…and drink Old Duff Genever!

Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Allison Parc and Gable Erenzo, sponsored by Old Duff Genever and Brenne Single Malt French Whisky

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