Bob DeMars is the founder of Blind Barrels, a blind whiskey tasting subscription disrupting the industry’s current distribution model by showcasing American craft distilleries, ones which rarely get the shelf space they deserve. 

The recent quarantine brought about blind whiskey tastings with friends, and DeMars saw an opportunity for a startup unlike any other in the alcohol industry. 

These blind tastings are all about discovery, education, removing brand bias, and, of course, supporting smaller distillers that are making some amazing handmade products. 

Each quarter, subscribers get to test their senses by tasting and discovering hard-to-try-or-find craft whiskey brands - ones that deserve to be discovered.

In This Conversation We Discuss:

• [01:17] Intro
• [02:16] Understanding the appeal of whiskey samples
• [03:12] Exploring the stages of whiskey tasting
• [05:13] Navigating the three-tier system regulations
• [06:49] Raising funds through friends and family 
• [07:49] Handling startup stress and responsibility
• [09:00] Leveraging influencer partnerships effectively
• [10:46] Learning PR pitfalls and self-promotion
• [12:08] Launching the business & attracting subscribers
• [13:23] Overcoming initial tech hurdles
• [14:20] Learning the tasks before delegating
• [16:28] Multi-channel touches for brand conversion
• [18:08] Episode sponsors
• [21:21] Focusing on qualified traffic before CRO efforts
• [22:19] Avoiding affiliate fees with strategic gift codes
• [23:27] Unexplained SEO boosts in industry niches
• [24:34] Micro influencers for brand saturation & sales
• [25:36] Evaluating micro influencers by genuine engagement
• [27:38] Managing inquiries directly for brand credibility
• [28:28] Creating connections with whiskey box shipments
• [29:20] Hosting events with interactive whiskey giveaways
• [31:30] Finding joy in simple whiskey moments 
• [32:02] Discover Blind Barrels & support local distillers
• [33:18] Balancing sales with community building online
• [34:01] Keeping investor energy through consistent updates
• [35:47] Valuing hard lessons during difficult times

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Blind whiskey tasting subscription blindbarrels.com/
• Follow Bob DeMars linkedin.com/in/bob-demars-975bba5
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

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