8/17/2023 0 Comments Lax wine and spirits reviewsWhat inspired KIN's "proud to be immature" brand culture? We want the people who ‘get it,’ someone who wants to try something else." Everyone pretends they’re a nonconformist until they walk up to a bar and order vodka.We're after someone who likes to discover, someone who takes a chance. Spanning across sexes, they live an alternative lifestyle.more of a Kurt Cobain type, Someone who sees the world differently. "Our demographic is the 21 – 40-year old risk taker and innovator. We're definitely not the first moonshine, but as soon as we got white whiskey approved, a bunch of people jumped on the bandwagon." We fought for two years with the TTB* to call it white whiskey rather than moonshine. "One of the issues with most white whiskeys is that they’re pretty harsh, so we made it more drinkable and easier to be mixed. We're taking a legacy element of the US and turning it into a premium product." Most people had made on more of a kitschy type of situation, and we thought there was a market to make a premium version of the product. "It started with a friend based in Cartersville, Georgia, who used to bring in some ‘less than legal’ whiskey that came from down south. His insights make for an excellent case study on how to crack into such a competitive market I had the opportunity to speak with Lax about the past, present and future for KIN White Whiskey. He comes from a marketing background, and that's exactly how he discovered the niche for KIN to establish itself as an industry leader. While Lax has created a heck of a product, he doesn't come from a distilling background. KIN also exemplifies the significant role that branding plays in the food & beverage world. KIN's new-age taste and old-school rebellious culture is making its way across Southern California restaurants and retailers. Claiming to be "interchangeable with vodka, gin and rum," KIN packs all the punch of your standard 80-proof alcohol without the bite of its predecessors. The founder of KIN White Whiskey, Lax revamped your typical 'moonshine' into a refined and adventurous product-helping reshape the category in the process. Bernard Lax is riding a big change in the spirits world.
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