Deep Roots Distillery

Milestone one Deep Roots Distillery

Southern New Hampshire University

Eden Obou

Deep Roots Distillery is a family owned and operated distillery located on Prince Edward Island, Canada. The company is run by the owner Mike Beamish, his wife and children. Deep Roots Distillery has expanded from a small orchard to a distillery that produces organic fruits and liqueurs. While having the orchard, Mike Beamish was working as a full time teacher from which he retired in 2012. Before even thinking about having his distillery, he and his family had already introduced a non-alcoholic apple cider, apple/fruit preserves, and apple butter. This shows the path they were on producing things. Furthermore, introducing those items gave him the idea of starting his own distillery as a fun retirement project, which would also leave a legacy for his children. The mission statement for the Deep Roots distillery is “We will do more than our best to provide you with the unthinkable organically grown, crafted spirits and liquors from our family to yours.” This mission statement mirrors the strong family values DRD has implanted in its business. Moreover, they value hard work, perseverance and devotion.

While working hard towards success, the company went through challenges since they started the business. Deep roots Distillery’s biggest challenge is the recognition of their competitors and their ability to sell and ship merchandise prevent DRD from progressing as quickly as possible. Besides, they have been operating for 22 months. Being that young in the industry can lead to their products being ignored by consumers. Furthermore, “In the last 20years the PEI alcohol beverage processing sector had grown considerably. By March 2014, there were three small distilleries, four wineries, and a growing number of craft brewing companies in PEI.” (Beamish, 2016) The more competitors there are, the harder it will be for them to profit from the Business unless they have a very strong marketing system.

Secondly, Marketing was a challenge for them. If a company doesn’t have a good marketing system, everything can fall apart. The platform they can use for marketing is Social media; Facebook, Snapchat and Instagram are big marketing platforms. Moreover, a lot companies today have a Facebook, Snapchat and Instagram page and people to promote their products; they are called influencer. This technique boost people who are following the influencer to purchase the product that is being promoted. The influencers are paid by the companies whom they are doing the promotion for. In addition, for a company to paid you to promote their products, they make sure that you have thousands of followers on the platform on which you are promoting the product on and also that your followers trust you and are active on your page in response to other posts that you the influencer posted.