Last night I snuck into a bar with a friend. To celebrate my first time in such an establishment, my friend bought us both drinks. Before he brought them over, I guessed (correctly) which beer he settled on. On a menu full of -sners, -weisse, and -weiser, one drink was called Moose Drool. Why would he buy Moose Drool?
It’s an experience you can tell your friends about.
It’s pretty good for a dark ale.
You don’t have to worry about mispronouncing it in front of the pretty bartender.
Making alcohol is not hard. But creating a product with a story that’s worth telling? A story that spreads easy? A story that aligns with the consumption of the product? That’s where markets are forged.