Evan Rail on the liquor brands that become so iconic that they define their category, and how smaller brands might compete.
Monolithic Makers: How Some Booze Brands Come to Own Their Categories
It took just two words from my friend Luca for me to realize the drinks industry has a thing about big brands. By contrast, the world of food and recipes tends to be more brand-agnostic. Most bakers would agree that toll house cookies can be made with any chocolate chips, not just those from Nestlé. Ranch dressing is obviously delicious, even when it’s produced by someone other than Hidden Valley Food Products Company. The bacon in a BLT can come from Oscar Mayer, Smithfield, Jimmy Dean, or your local smokehouse.
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