Small scale , big personalities

BY KYLE SWARTZ

THE NOVEL CORONAVIRUS challenged craft producers around the world to react and adapt . In Pilot Point , TX , Western Son Distillery — a 2020 Growth Brand Winner — was surprised by the sudden pandemic like everybody else . How they reacted after this initial shock was another story . For that , we recently spoke with Erin King , Western Son director of brand marketing & on-premise .

Beverage Dynamics : How have you responded to COVID-19 ? Erin King : As soon as it hit us we thought , ‘ What does this mean for protecting our employees ?’ One of the biggest things we ’ re proud of is that we ’ re now eight weeks into this pandemic and we have not had to furlough anyone . That includes sales team , marketing and operations . Pilot Point is a small town outside of a big city [ 1 hour north of Dallas ]. A lot of locals work hourly jobs in our production and distribution center , and depend on this work . 130 people work onsite . It was important that we kept their hours going .

On the other side , we were really able to help our local-level first responders . Local police , fire departments and hospitals were calling us , asking whether we were making hand sanitizer . They couldn ’ t find it and were down to their last bottles .

Within six days we had our first bottle of hand sanitizer bottled , labeled and distributed to first responders . Thousands and thousands of bottles . It was the people in the production facility who pulled it off .

We bottled in 50-ml . bottles , because the first responders were saying they needed it more on an individual level . This way they have access to hand sanitizer that they can keep in their car or vehicle . They ’ re in and out so much that they might not have access to soap and water .

That ’ s how we ’ ve been handling COVID-19 . With a big-picture , 360-degrees holistic model . We ’ re happy to keep people employed , and help the community , and feel lucky that we didn ’ t have to pick and choose .

BD : How have you been able to keep your production facility open ? EK : We are still not allowing any outside visitors . Employees must wear a mask , and have their temperature taken every morning . No one is exempt . Luckily , we have not had any instances of employees getting sick .

We foresee this being in place for the foreseeable future . We ’ re not opening the hospitality side of our business until we see the rest of the country opening up .

This has been a great opportunity for us to work with local restaurants and eateries , creating curbside cocktail kits for them . It ’ s been a cool experience , as everyone is getting creative to keep revenue coming in . Alcohol is something that people are still consuming , and there is still a need there .

BD : What are you seeing at retail level ? EK : The initial stockpiling has leveled out a little bit , but we ’ re still seeing consistency . People are buying the brands that they ’ re comfortable with . Western Son is lucky to have built our brand already on the retail level . We ’ re keeping both independents and chain stores well stocked . BD

This interview was edited and condensed for publication .

CHECK OUT OUR NEW PODCAST !

First responders receive their hand sanitizer .

EPG Media has launched On & Off , the only trade podcast that covers both sides of the alcohol industry . Download the first episode now .

8 Beverage Dynamics • July / August 2020 www . beveragedynamics . com