In Episode 56, I continued the conversation with Georgie Bell, The Heart Cut's co-founder from Ep.55. She has extensive industry experience, having previously worked at Diageo, Bacardi, and the Scotch Malt Whisky Society.
We discussed how to explain a product, starting from a liquid, going into taste profile, storytelling, and target occasions. We closed with a dive into the life of a start-up with learnings and course correction to build bottom-up. I hope you will enjoy our chat.
Deep Dive
Building a Brand with The Heartcut
The Heartcut, an independent bottler spotlighting new-world whisky distilleries, creates diverse single-cast bottlings for consumer exploration. The focus is consumer discovery with bottles ranging from a head of smoke single millet finish to a rye whiskey from FEW spirits in Chicago. Available through their website and platforms like the Whisky Exchange, the Heartcut emphasizes unique whisky experiences.
Navigating the Distribution Process
The Heartcut's journey highlights the challenges of independent bottlers in the distribution landscape. From identifying ideal venues to building lasting relationships with bars, the strategy focuses on integrating credibility, authenticity, and geographical proximity. Heartcut aims to establish a strong presence within the whisky market by aligning with credible accounts and strategically expanding.
Firsthand Insights from Startup Dynamics
Operated solely by the founders, the Heartcut exemplifies the challenges and advantages of a small startup setting. The founders maintain agility and adaptability in navigating the business landscape by balancing marketing, sales, and operations roles. While acknowledging the need for potential future hires, the current focus remains on iterating, learning, and honing the brand's core identity.
Harnessing Collaborations for Brand Growth
Through strategic collaborations with distilleries, Heartcut enhances mutual visibility and brand positioning. The focus is driving consumer engagement and expanding brand reach by highlighting distinct distillery expressions on shared labels. Leveraging these partnerships to amplify storytelling and differentiate offerings, The Heartcut emphasizes collaborative growth and shared success.
Time Stamps
0:00 Intro
0:24 Where Do You Start
4:46 Importance Of Follow Up
7:41 Importance Of Normal Bars
13:05 Importance Of Off-Trade
15:18 When To Wholesale?
17:09 One Bottle, One Case, One Pallet
23:40 Building Demand With Partners
30:56 The Drinks Ecosystem
34:20 Start-Up Challenges
47:34 Contact Details
49:19 Outro
056 | Georgie Bell | The Early Journey of a Founder-led Brand | The Heart Cut