Q: Within the spirits industry, heritage marketing is huge, especially in the southern whiskey producing states. How do you think distilleries should properly use heritage and history to market their products?
A: In the South, especially where there is more of an unbroken tradition of distillation, it works well. But, I’ve found it to be mixed up here. I’m a history buff, so I find it fascinating. From a marketing perspective, it isn’t always well received or there isn’t a ton of interest in it.
Marketing is tricky with spirits. There is the drive to be a historian, an entertainer, all sorts of facets. My focus is on making the best product we can and hoping that carries us. There is no one size fits all approach.
Q: As someone interested in the history, do you think that craft beverage drinkers, local Albanians, or tourists should know the heritage of these spirits and care about it?
A: I like to talk about it. It’s hard to say what they should be doing. Our Quackenbush rum is named after the Quackenbush family from the 18th century, Nine Pin is named after the Rip Van Winkle story (he fell asleep bowling nine pin,) the whiskey we call Ironweed is based on an Albany novel. I try to tie all of the products into the local history and culture.
There is the danger of pigeonholing yourself. Are people elsewhere going to care about the history of the Douw-Quackenbush Stillhouse? Probably not. So, I am hesitant to become too reliant on those narratives for fear of becoming hyper-local and not relevant elsewhere.
Q: Isn’t it a great coincidence that you established your distillery right next to the city’s original stillhouse?
A: It’s the river. It’s the raison d’être of the city. We built in a coal yard next to the pump station. The area there was settled and continually occupied because of the river. It is more interesting that the Pump Station was there and we piggybacked on their success–having that connection to the river and the water.
But the whole area was warehouses for lumber and goods. And Erie Boulevard used to be the canal itself. Albany was the 10th largest city in the country for a time, it was the connection between the Atlantic and the Great Lakes. Now that the industry has left, all those buildings are vacant. We got lucky because we caught the first wave of those buildings being repurposed. Our bar location, for example, used to be a Nabisco factory. It was a house built in the 1840s but the factory wrapped their stable around the house. There was no zoning.
Albany is an old city. Everything has been used and reused.
Q: So, first the canal is built and buries Albany’s first distillery in sand, and then the canal is buried and 100 years later a new distillery emergences in a space that was built up for warehousing goods that traveled on the canal?
A: Yes, the circle of life!