A great restaurant at a local distillery can be a great recipe for…consumer confusion. Karrikin was struggling to make their spirits the star of the show and not get overshadowed by their on-premise restaurant. When consumers heard “Karrikin” their mind went to food, and not spirits, which was not the intent. This disconnect was furthered by a downplay of the spirits in-house.

A few quick-fixes helped clarify this to visitors of the distillery’s tasting room, reinforcing that Karrikin was a spirits company first and a restaurant second. Updated messaging on the website, social media, and in advertising refocused the brand’s positioning for consumers.