On this episode, we talk with Bobby DeMars), Founder and CEO of Blind Barrels, a blind whiskey-tasting subscription service that is disrupting the industry’s current distribution model by showcasing American craft distilleries.
The distribution of alcoholic beverages is heavily regulated, with laws dating back to prohibition. Bobby’s business model is new and he describes talking with numerous alcoholic beverage control attorneys to find ways to distribute his blind-tasting concept into as many states as possible.
He has a basic quarterly subscription where customers receive tasting samples delivered in custom bottles with custom caps. It also includes tasting notes and a QR code that takes the subscriber to a reveal page that tells you all about the whiskey.
Like any subscription business, churn rate is always on Bobby’s radar. Their churn is much lower than the industry average. He credits a lot of that to the fact that his service provides members with access to whiskeys they couldn’t otherwise acquire.
His marketing efforts rely heavily on PR, word of mouth and SEO efforts on the website. He says his bottom line is based on running his business ethically and not squeezing every ounce of profit he can from each sale.
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