When I was a kid, my mother always told my brother and I, if we were honest and told her about the trouble we got into at school, before the administration did, then the punishment would be less severe. I guess this was her way of promoting honesty, and addressing life's failures upfront. Integrity, fairness and honesty have been imbued in me from an early age.
Thus, I must be up front and honest. I fucked up! Well, sort of.
Six years ago when Geri & I conceptualized the Mel, we had more questions than answers. What would it taste like? What would it look like? What exactly would it be? Both of us had our ideas; our desires for the spirit. I mean, you can't go out and buy a fucking bottle at your local grocer. There are only five distilleries in the world that make this shit, and six years ago we knew of only one.
So... we started to create this product in our heads. We wanted an extraordinary spirt. The color had to be golden, like dripping honey. The mouthfeel had to be viscous; rich. The finish had to be distinct. The flavor? It had to be perfect! We had an idea of what it might taste like. Subtitle almond, vanilla and leather from the barrel, distinct honey & light caramel on the palate. All of which are logical and educated guesses based on the raw material, proof, distillation and maturation methods. To be frank, we were fucking guessing, and hoping.
To be clear, Mel is all of those things. And so much more! Where I went wrong was the marketing of the product. This is where ideation and pragmatic application failed to coalesce. Building a company from the ground up takes a lot of time. One facet is the creation of each product line and the strategic marketing initiative behind each product. How do you want the world to perceive your product?
Naturally, I thought "Fuck (this word percolates in my head often), we don't have a rum, and never will, so let's market it as our rum replacement." This is where everything went off rails.
Mel is nothing like a rum. In fact, it is a discredit to the spirit to compare it to anything. It is nothing like anything you have ever tried. It is Mel Vocatus! It is fucking amazing in every way, and to compare this to any other spirit in the world would be a travesty. However, human beings need a frame of reference. Thus, I ran with the hashtag #TheRumOfTheNorth.
It is its own beautiful, delicate and perfect creation of nature, and Geri's brilliant mind. There are no comparative adjectives, descriptors or superlatives to share. You must experience it on your own.
I will leave you with one thought...
"Your foreign dram is about to be replaced by a local."
This blog is our journey. Distilled.