Co-creating Whiskey 2.0

Maker's Mark has a legendary ambassador's program. My colleague, Alison, has a barrel somewhere with her name stamped into it.

Now, a new concept, Ladybank Company of Distillers Club Limited, goes further with co-creation to invite people in to become co-owners in a single malt whiskey distillery. Here are some of the message points that Ian Green sent me (I believe he is their agency):

"As a “co-creation” company Ladybank enables a group of like-minded people to create a product, service or even a community that is free from the normal rules of commerce, because it is driven by their shared passion and shaped by their lifestyle choices.

Enthusiasts will also be able to witness, and even assist, in the entire whisky-making process with the master distillery manager and sample their whiskies from different casks as they mature over the years. "

I am not second guessing the pedigree of the participants. I am not qualified. But taking the venture at face value, I find it a tremendous example of co-creation via crowd-funding. Membership is open to 750 people to actually build and make the distillery operational. Additonal member/owners may be added at that time. It currently costs about $5K US for a membership.

Ultimately they will distill small runs of Scotch Whiskey - 25,000 litres (vs. 1m). The value materializes in the collectibles market and the pure pleasure of co-creation/ownership.

You can track the progress on their blog which has periodic postings. They are clearly in the midst of building/renovating the physical plant which I am guessing is quite modest (if not genteel) to commercial distilleries.

One thing that I love about their apporach is the degree of transparency. You can find out about all of the people involved here including information about James Thomson, the founder. He contributes to the Whiskey School blog here.

Somehow this successfully combines the Long Tail concept with scarcity in a very creative way. Normally, abundance is a criteria for traditional Long Tail businesses (e.g. iTunes, Amazon books). They are building a business and a product for a select few - the owners, themselves. The enterprise will, presumably, be successful without having to shift gears to mass production.

Now, if I were an owner, I would want to market my product myself by having it available in my favorite high-end restaurant bar. Hmmm, maybe a partnership here...

Comments

[Ian Green]

Hi John,

Thanks for post on Ladybank. We are very excited about what's happening in our community. We like to think of it as Whisky2.0 - as the origins of the company began on the internet and is now becoming a real co-creation company based on the vision of the members.

Regards
Ian