In this blog, Chris Jaume, co-founder at Cooper King Distillery tells us about the initiatives that he has taken to turn his customers into genuine ambassadors for his brand.
As an independent, self-built gin and whisky distillery based in North Yorkshire, our business needed significant investment to fund the build and start-up of the significant equipment and operation involved to make award-winning spirits. Keen to champion the people who supported us from the off, we created a ‘Founders Club’. This enables avid gin and whisky fans, as well as those who’ve followed our journey, to select a package to suit them and receive exclusive benefits to help them to feel a part of our journey.
Whilst our founding members are very much our VIPs, we’re also keen to create a community amongst fellow Yorkshire and British-based distillers and gin and whisky fans alike, particularly those which share our ethos to create sustainable products – drinks which taste good and do good.
Here are my top tips to other businesses for turning customers into ambassadors:
Identify and look after your VIPs:
Our Founders’ Club offers dedicated supporters the chance to follow our progression and ongoing journey. A limited amount is available with three packages priced from £30, offering exclusive benefits including priority access to limited edition spirits.
Share common interests with your fans:
There are plenty of fantastic craft gin and whisky distillers around, so we need to stand out in order to get noticed. As well as a passion for making great tasting products, we’ve pledged a commitment to the environment and are proud of our 100% eco distillery, plastic-free packaging and tree planting initiative. We’re also one of the only distilleries to offer a gin-refill scheme which means we attract like-minded people who want to enjoy great tasting drinks whilst caring for the environment.
Collaboration is key:
We love collaborating with food and drinks brands, award-winning restaurants and fellow distillers. Yorkshire has become a hive for craft gin, and we have worked with our counterparts to showcase the region as a whole by creating the first ever Yorkshire gin map. We have collaborated to produce some delicious food and drink including bespoke gins for restaurants such as Michelin-recognised restaurants, Black Swan, Oldstead and Skosh in York. Other collaborations included Brew York’s ‘Sweet Gin Music’ - a botanical inspired beer. Such collaborations strengthen our relationships with local businesses and enable us to reach a much wider audience.
Cooper King Distillery
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