(ri)1. Mixes well, but never blends in.
Beam Global Spirits recently launched Rye One, aka (r1)1, a seemingly overpriced (at $46-48 per 750ml bottle), ultra premium (premuim… vodka is supposed to be ultra premium, not whisky, right?) rye with a gimmicky name. (ri)1… are they trying to sell a car or whiskey? Does it matter?
What are we seeing with (ri)1, buzz or hype? As Alex Wipperfurth points out in his book Brand Hijack, “Buzz is not hype. Buzz is authentic opinion from consumers….Hype on the other hand is usually paid for by the brand owner through media and advertising.” Buzz is genuine; Hype is contrived. Let’s examine (ri)1 using some of Brand Hijack’s key thoughts on BvH;
- Hype is top-down and uses the market is an audience, not a participant; Buzz is co-created with the market – Beam is hoping to appeal to the cocktail market (good idea, because some how I don’t see rye, even “luxury” rye crossing over to the bottle service crowd). If bartenders mixologists embrace the drink, you can bet we’ll see the co-created buzz, but how will the high price of (ri)1 compared to other ryes effect this? The establishments embodying the cocktail revival should be the targeted early market and be allowed to enthusiastically and voluntarily take ownership over brand meaning.
- Hype works through mass media and orchestrated events; Buzz is spread through word-of-mouth - While Beam has used press releases and major-city launch parties to introduce the brand, the real question remains; how will the the powers that be at America’s top cocktail spots embrace it? (ri)1 is geared towards mixed drinks and thus must be featured at bars before people will begin purchasing it for homemade drinks (the drink recipes on the campaign one-sheet and found in the packaging make me wonder who Beam is really targeting). If the early markets mentioned above get on board, buzz with spread. Howeve many of the articles and blogs reviewing (ri)1 borrow heavily from the official press release. Also, I’m withholding a critique on their website, which features an “(ri)1 asset library and timely campaign information.” Let’s see how/if it changes over the coming months.
- Hype boasts a biased marketing message (publicity); Buzz relays an authentic social message (newsworthy) – According to spirits guru Allen Katz, “(ri)1 has a slightly sweeter profile than most and a tad less funk, making it “more accessible to a broader audience.” (ri)1 is a luxury liquor (most high-end ryes are aged for 20+ years and cost over $100. (ri)1 is aged for 4.5 years and costs about $46) with a more accessible taste? Sounds newsworthy to me. I’m not saying that I like the implications of something deemed a “premium, luxury rye,” but Beam has taken a chance by bringing something different (and somewhat radical in appearance) to the space. That’s an authentic story (and one that should be seperated from whatever spin the marketers may put on it). This sounds like an genuine message worth listening to, but its meaningless if the taste doesn’t support the message. What should a premium rye taste like? I’ll address that later.
- Hype can easily be distrusted; Buzz is trustworthy - (ri)1 brought in Katie Stipe of Brooklyn’s Clover Club to mix drinks at launch events in San Francisco, Chicago and New York. Great, but how strongly will she feature it at her own bar?
Wipperfurth also notes that brand must be built into the DNA of the product. Drink of the Week notes, “(ri)1 is a solid rye offering – deep color, pleasant nose and a smooth, slightly warm taste … It’s a very straightforward, deliberate whiskey. There are two levels to the taste: honey on the tongue at first and then a peppery finish.”
The other aspect to the product DNA is the packaging. (ri)1’s packaging is distinctive and minimalist. According to a Beam Global press release, this is meant to reinforce the whiskey’s “straightforward feel and modern style.” The set contained a glass, stirrer and drink recipes as well. I have to admit that I did enjoy the packaging from a design perspective, but cringed at the idea of rye being hidden under all of that pretty acrylic. It’s liquor, not an iPhone.
The above photos were taken by NOTCOT who noted, “seriously un-whiskey looking designer bottle… and even more stunning is the acrylic box they sent it over encased in along with a glass and the coolest stirrer/stirrer placement I have ever seen. Using the transparency of the styrofoam slit to turn the plastic stirrer into what appeared to be a floating droplet of (rī)1 when you slide open the box.” I need to find out if this was just a promotional set or how they sell it in stores. Here are some more. I’ll finish this thing up tomorrow.
