Liquor Geek Outs

Liquor Geek Outs

The geeks have inherited the earth, or at least are the driving force in pop-culture these days. It makes sense when you think about it.

We all want to keep reliving our childhood, so we get new Star Wars movies forty years after the original and a new Star Trek series this fall, along with a slew of superhero movies.

And then there is gaming. Many video games have deeper and more developed characters and complex storylines that outclass most anything you see on TV or the theatre.

Geek fandom also draws in people from all walks of life. Someone who grew up in the middle of Los Angeles and a person from rural West Virginia will have an instant bond and lots to talk about when they start talking about the first time they saw Star Wars.

So, what does this have to do with the distilling industry? Marketing of course, because geeks like to drink. Just go to any convention, and wait until the sun goes down to see for yourself.

The other day, I came across an article highlighting a set of Dungeons & Dragons dice made from the oak barrels used at the Jack Daniels distillery. These aren't exactly cheap either.

Dungeons & Dragons is often considered one of the foundations of modern day geekdom. After all, it is the game that almost all video games more advanced than Pong are either based off of or heavily influenced by.

Ever wonder where the idea of levels in Battlefield came from? Long before the Jack Daniels dice were ever made, liquor and whiskey have been a part of many a D&D player's life. Hang around the hobby long enough, and you will see several players who use Crown Royal bags to carry their dice around.

Distillers are appreciative of every sale, but let's be honest. There are some customers we don't want as the poster child of our respective brands. That list might include the stereotypical super nerd who sits in the basement of the college library playing D&D.

D&D players are the geekiest of the geeks, but you want them front and center. Big name celebrities and sports stars like Sophia Vergara and her husband Joe Manganiello, Vin Diesel, James Franco, and Tim Duncan all play Dungeons & Dragons.

D&D is popular in the military. The late Gary Gygax, the creator of Dungeons & Dragons, has a son who plays the game his father made and is an officer in the US Army.

The point is that getting geeky with the liquor can be an excellent way to bring in more customers, and build up a brand. It can be an exceptional way to connect with customers from otherwise very different demographics. And as the examples of D&D players shows, the notion of them being social rejects is outdated and inaccurate.

Seek what the geek community is up to, and find out if there is anything that can be connected to your brand. Sponsoring local events and the smaller cons (geek fandom conventions) can go a long way. A distillery can also take a more direct approach.

Hit shows like Game of Thrones have made their own line of beers, and Romulan Ale was a staple at a Star Trek themed attraction in Vegas. There was even a French winery who made bottle labels with characters from an anime (Japanese cartoons that may or may not be kid friendly).

Geeks have more disposable income on average, and it isn't all spent on video games and miniatures. Get them to spend it on your hooch.