Precisely Curating Consumer Intent, Engagement, and Loyalty through Storytelling, with Dave Stamp, Digital Transformation & Consumer Experience Director at CVH Spirits

Transcript

Our transcripts are generated by AI. Please excuse any typos and if you have any specific questions please email info@digitalshelfinstitute.org.

Lauren Livak Gilbert (00:00):

Welcome to Unpacking the Digital Shelf, where industry leaders share insights, strategies, and stories to help brands win in the ever-changing world of commerce.

 

Peter Crosby (00:22):

Hey everyone. Peter Crosby here from the Digital Shelf Institute. Once a person takes a tour of Bunnahabhain, one of CVH Spirit's renowned distilleries in Scotland, established in 1881, it is likely that their average order value will double. The experience is the key. The trick is then to turn that experience into a long-term relationship with the brand across every touchpoint. That challenge lies in the creative and capable hands of Dave Stamp, their digital transformation and consumer experience director. Dave joined the podcast to share the omnichannel customer experience journey they are investing in to create deep relationships through distinctive storytelling and rich data. Dave, welcome to the podcast. We are so delighted to have you on. Thank you so much for joining us.

 

Dave Stamp (01:12):

Oh,

 

Peter Crosby (01:13):

Thank you. This is not just an ordinary podcast. We are going to embark with you on really a curated whiskey tasting experience. It's 8:30 in the morning here. It's 12:30 there. We're not actually going to be drinking the whiskey, but we will feel like we did because one of the things that you folks have done at CVH is just really create this incredible experience with your consumer. And you do that throughout all your touchpoints. And I feel like that story that you've created, that connection you've created with your consumer is going to be more important than ever in this era where AI can kind of disintermediate you from your consumers. And so I think this is going to be a more important skill than ever before to earn the sale. And so let's start first just with a little bit of yourself and your role in the organization and of course about your brand, CVH Spirits.

 

Dave Stamp (02:13):

Oh yeah, no, I'm Dave. I look after ... I guess my title is digital transformation and consumer experience, which is quite lengthy.

 

Peter Crosby (02:19):

Love

 

Dave Stamp (02:20):

It. And long. But my role is very much separated into three buckets. So e-commerce is one bucket of that where it's kind of e-commerce effectiveness, digital marketing, and then digital capability are kind of the three buckets of my role across our single malts. And so we have a small portfolio of single malts and blended whiskeys in our portfolio. But then a big part of my responsibility is our owned digital channels. So that means our website, including our D2C, CRM, organic social and so forth. And that's where we're really trying to build our communities because within Whiskey, it's a restricted category. So in some markets you can't sell online, some markets you can't advertise online. So our own channels are actually quite a commercial asset for the business. And probably half the battle is convincing the business of that as well.

 

(03:18):

And so we've gone through a shift of thinking of our D2Cs. And I think COVID did us quite well. And I hate bringing up COVID because it has been a few years, but as a small whiskey brands, our websites became cash registers because everything was closed, on trade was closed, people couldn't go out. And so whiskey was quite ... COVID was quite good for our DTCs. However, that then shifted our websites and our DTCs to just be cash registers. And that's all they could do is sell, sell, sell, sell, sell, sell, sell. And so we've gone through this shift of how do we transition our D2Cs and our websites from a cash register into a growth engine and to pull through how do we take our distillery visitors and bring them into that digital ecosystem across the touchpoints to then help drive pull through and multi-market.

 

(04:10):

And there is some data that people purchase whiskey two times a year. So that's only two times that they're actually purchasing. But between that, that's when we owned channels and our experiences kind of come into the fold to keep our brands top of mind, which is a great place to be. And so within my team, we have our digital marketing and also content, which is great to have because we're really close to the channels and can optimize and be deliberate about what we need to do and how fast can we do it. Because I think we are small brands, so CVH is quite small. So we can't actually outspend the bigger brands, but we can outlearn and potentially outship them in this space where there's a lot of opportunity, especially from an AI perspective.

 

Peter Crosby (04:59):

And I would imagine out connect your competitors, have a stronger connection with your consumer because your story ... You say you have five brands, like you are very focused on the experience you're trying to create. Is that right? Does that make sense that you have the opportunity there because of your focus, I would think, to be able to earn that relationship maybe?

 

Dave Stamp (05:25):

Yes. And because we are able to, as I think what we're trying to do is grow that community. And I think if you look at a lot of startups right now, they start with growing the community and then a lot of them kind of exit and sell to the bigger businesses. And so what we're doing is really driving that community growth. And through that, where if we just stopped advertising, we still have that engaged community to help drive the sales. And so it is actually very commercial to drive that, not just a community. It's not just driving a million signups to a database, but how do you make sure you have the million signups, but you're keeping engaged with those people, you're delivering value to them, not just flogging your wares, which is fantastic.

 

Lauren Livak Gilbert (06:09):

So I think what's really interesting, Dave, about the whiskey experience is that the first time a consumer interacts with your brand, it could actually be physically at the distillery. So can you kind of walk us through that experience and then kind of go from there?

 

Dave Stamp (06:24):

Yeah, no, definitely. So that is true. So we do have some data that some of our distilleries, 40% of the shoppers actually discover us from an actual distillery visit. So we aren't spending a lot on advertising and that reach in some of our markets. And so we're relying on some of these visitors. And what's really interesting is when you look at the average order value of people that come from a distillery visit versus let's say social media, the average order value can be almost double for those

 

(06:57):

Individuals. And that's where it's quite a powerful stat to have because we do have these experiences where we have some amazing teams that are distilleries that are delivering this one-to-one personalized conversation through that visit. And digital very much has a role at the beginning where we are driving the awareness, the research and the booking, and then it flows into our distillery visits where our teams are actively taking them on tours and distilleries. And this is where I think the physical experiences is where that emotional connection really happens. We have this amazing team. And from this, we're also tapping into numerous data enrichment opportunities that then help us form a relationship post visits. So from going to the distillery, we know where they're coming from, what actual experience are they going on? Are they going on just a tour or are they going on a specific tasting?

 

(07:55):

Is it a specialized tasting in one of our warehouses? So we know what they're tasting. What have they purchased in our store? Who was their tour guide? How did they score us in the feedback? We do look at pre and post NPS scores. And so we're gathering all this enrichment, which makes it very powerful post visit to drive that emotional connection with ourselves. And so what we kind of say is that the distillery creates the emotion and the emotional attachment to the brand. And digital for me is the opportunity where we can scale that relationship to drive further, I guess, awareness of our brand at a global scale.

 

Lauren Livak Gilbert (08:37):

And talk about first party data. You're getting all of this rich insight about your consumer that you can then use for anything, advertising, marketing, retail media, the D2C site. I feel like that's gold for a brand where you usually have the digital experience first and maybe don't own any of that data that's coming through the retailer.

 

Dave Stamp (08:59):

And don't get me wrong, we're on a journey.

 

Lauren Livak Gilbert (09:02):

Of course.

 

Dave Stamp (09:02):

Everyone

 

Lauren Livak Gilbert (09:03):

Is.

 

Dave Stamp (09:04):

Wish I could snap my fingers and go, oh, boom, everything's completed. With all kind of digital transformation, there's legacy systems that you have to unpick and connect. And there's, I guess, the people side of it. How do you make sure that the distillery teams are on board with all this and you're getting that feedback, which kind of then feeds our that post-purchased experience. So in an ideal world, we'd love to have a system where somebody books a distillery visit, they arrive at a distillery, we know who they are because maybe they've already signed up to the database, maybe they are a super VIP customer. How does that information get passed to the actual visits so they go, "Oh, hello, John Smith, you're a warehouse nine enthusiast. Oh, come this way." And that's the experience we're trying to deliver. And then the emotional connection, because if we can get our brands to be talkable, that then just increases the awareness of these quite niche brands, which we don't have the advertising spend to drive that reach.

 

(10:05):

So how do we nurture the community and make them, and I don't know if it's the right word, but ravenness for our brands and our products.

 

Peter Crosby (10:15):

Well, I mean, I think one of your single malts goes back to 1798. So we're not talking about new products to the market. No, no,

 

Lauren Livak Gilbert (10:27):

No, no.

 

Peter Crosby (10:28):

But they've been around for a very long time. And that I would imagine affords you a great opportunity for storytelling in this kind of experience. And whiskey aficionados, I think, want that. They're not only inhaling the snifter, they want the story to go along with it, that they can then tell to their guests or their friends, I'm imagining. And that's part of what you're trying to capture, is the romance of it or whatever. I don't know how you-

 

Dave Stamp (10:56):

The romance of it And it's curating those stories that are historical stories, but then also this stories from our teams as well at the distillery. They're meeting face-to-face shoppers every single day. And so getting their stories into that digital space, because for them, they may have an anecdotal story about something. And how do we capture that and make sure that we can bring that into the digital space and drive value? I think we all get bombarded. I know I get bombarded by emails every single day and I go through and I delete a lot of them. I don't look at them. And so those brands aren't delivering value. So that's the cluttered space from an email perspective that we're competing with. People get hundreds of emails every day. And so how do we provide that value? And is that value through a pairing where we recommend what types of cheeses to pair with some of our products?

 

(11:48):

Is it how to taste whiskeys? Is it how to smell whiskey? Is it more of a, do we go back to and pull insight from, I guess, it's not really insight, but we're like blockbuster back in the days. I don't want to date myself, but when you'd have the staff picks, so how do we bring in that community to drive that emotional touch? Because that's going to help then drive pull through in multiple markets, which is fantastic.

 

Lauren Livak Gilbert (12:14):

I think we should bring back Blockbuster. I'm just saying, that was the best. It was the best. You go on a Friday night, you pick out a movie.

 

Peter Crosby (12:25):

I cannot disagree more.

 

Lauren Livak Gilbert (12:27):

Peter's face was like, Lauren's stuff.

 

Peter Crosby (12:31):

Well, just because I spent a lot of my weekend because it was raining here, just lying on the couch watching Netflix, I would not have wanted to go to a video store. It was bitter and cold. Many

 

Lauren Livak Gilbert (12:41):

Who?

 

Peter Crosby (12:42):

Yes. Anyway, so your home base, once someone has had the distillery experience, or even if they're interested in distillery experience and trying to figure out what to ... Your D2C site is your home base. And what are the consumer journeys that you focus on on your D2C site? You'd said for a while it was sort of let's make the cash register rings, but now it sounds like you've got more things that you're tracking against, more sort of improvement in your consumer experience.

 

Dave Stamp (13:18):

Yeah. So if you look at our websites, and I think that's something that a transition is that we've been going through is that our D2Cs are our websites. And so the DCs are part of the website, and the website has multiple roles. And so our websites need to sell product, they need to sell tickets, but they also need to be that single definitive source built in a structured way to be, I guess, readable by machines and also people. And I think that's what I've been quite passionate about because I think websites for a lot of brands became just dumping grounds of information. It'd be a spec sheet. It'd be, "Oh, we launched a campaign, let's throw a campaign header there." Where now with the rise of AI, we need to be that single source of truth and the authority for all our brands. So how do we then drive that value in that content?

 

(14:10):

And so we have different experiences. So on our websites, we have a Whiskey Finders. So we have trialed a Whiskey Finder, which has driven purchase intent. So there's a actually high conversion from that. And we're looking at other ways that people are trying to discover our brands. And a lot of questions we get from our distillery teams, what are people talking about and asking about added distilleries and how do we feed that so we can provide that, I guess, frictionless path to intent to purchase our products and that value, and how do we pull in the right data to make sure we tailor that? So we do send a lot of emails. And so looking at what are people actually interested in. One of our brands, Tobori, for example, has Tobamori whiskey, which is an unpedded whiskey. Within that portfolio, there's also Lecheg, which is a peated whiskey, and they also have a gin.

 

(15:03):

So we don't want to be sending whiskey content to gin people or with a lot of whiskey drinkers. A lot of them can't be, they either hate peated or they love peated. We don't want to be sending the peated content to the unpeated content, the unpeated content to the peated content. And then how do we start taking people as gifters? So looking at the nuances of how many people are actually purchasing whiskey as a gift to then tailor that because are you tailoring the content for someone buying for it themselves or buying for someone else? And that's something that we're exploring of how do we deliver that hyper personalization, but then also it's not being big brother and slightly creepy.

 

Lauren Livak Gilbert (15:48):

Well, so you mentioned your websites being read by machines, right? Obviously we are all talking about AI, answer engine optimization, insert acronym here, but how are you thinking about doing that? Are there any areas that you're prioritizing? Because that's a lot, right? You still have to get all of your content right for humans, and then there's an added element of agents. So I'm just curious if there's a couple of things you're prioritizing there.

 

Dave Stamp (16:13):

So it is interesting because Lauren, I think you've kind of tattooed in the back of my mind Brilliant Basics. Yes.

 

Lauren Livak Gilbert (16:23):

I'm so proud.

 

Dave Stamp (16:26):

And that's where do we have all the really basics and the frequent asked questions of our core products? So we have a lot of products, limited editions to scuses, but our core range of products that are available in multiple markets, how do we make sure that those product pages and the content around those are fully fleshed out and especially from a frequently asked questions perspective. And so we have the actively looking at fleshing out frequently asked questions. So for example, we have one of our products, Deanston Virgin Oak. So there have been questions about what does Virgin Oak mean, et cetera, et cetera. And so we've been making sure that we're creating that content in a structured way. So if someone goes into ChatGPT perplexity or whatever, what does Virginok mean? We are being that source. And we're looking at technologies. And I think the second priority is understanding our visibility within the LLMs.

 

(17:24):

So we're actively looking at different technologies to help us measure how visible are we across some of these key platforms. So right now, if you look at some of our referral traffic, the majority of it's ChatGPT because I think as digital marketeers, we're probably utilizing different LLMs, but for most people, they're transitioning from Google to the ChatGPT. And so that's where we're actively looking is how visible are we? So then we can start appearing in some of these queries of what are the top five whiskeys in Scotland? What are the best things to do on a day out near Sterling, et cetera, et cetera. So we're looking at how do we create that content? And a part of that is,

 

(18:08):

And it's employee generated content. So we can only do so much. And so our content manager is looking at how do we fuel this content beast that we have to grow. And so we are looking at how do we train up our employees so they can start generating content for us that we can then utilize in emails and online and so forth. And what is the technology to gather that? Because that's where we're going to be scaling impact. If we can, I guess, create various versions of, or not various versions, but various ways to create and curate what we need because it can't just be one person. And with AI generated content, we have dabbled in AI generated content from a tasting note perspective, but jury still out from beyond that on how we would utilize the nano bananas and the journeys of this world in a premium alcohol in a whiskey category.

 

Peter Crosby (19:14):

And the employees you want to tap into, are those the whiskey experts in the lab, in the distillery? Are they the tour guides? Is it sort of all of the above or how are you thinking about that?

 

Dave Stamp (19:27):

So we have at Art Distilleries, we have some great resources where people have been working at these distilleries for decades

 

Peter Crosby (19:33):

And

 

Dave Stamp (19:33):

They have some beautiful stories. One of our employees at Bunnahaban, which is on Ila has been working there for 35 years. And so you have this great insight. So these are those people who live and breathe this, because some of our distilleries are quite remote. So Buttah happens on Ila, it's tough to get there, it's expensive to get there. And so we need to rely on these people. So they're part of the story, but I do feel that anyone can contribute to some of this content. If you look at, once again, back to small brands, they behind the scenes content, founder content, it's creating that authenticity, which is going to be key to drive growth. And so how can we tap into our master blender, our distillery managers, not just the visitor centers team, but all different aspects of it. Because I have to admit, even myself, when I'm at a distillery, it's really cool walking around the bowels of warehouses.

 

(20:37):

So I need to almost look in the mirror and go, how do I start doing it as well? Because if I can't do it, then how am I expecting someone else to do it? Yeah.

 

Lauren Livak Gilbert (20:47):

Become an influencer, Dave. I will follow your

 

Peter Crosby (20:51):

Experience. Absolutely. And Dave, so that brings to mind the process that you all have been on. You've been there almost, well, six and a half years at this point. And I'm just wondering about the ... You were talking earlier about you folks have been around a long time. What is this digital stuff? What has your journey been like to bring the organization along and who have been your allies on that journey? And I was just wondering how that has evolved for you to be able to start really pulling these pieces together across the entire consumer journey.

 

Dave Stamp (21:33):

That's a big question. Yes, there you go. It's a good question though. It's interesting. I think every digital person in their career goes through that process of where you come in, and I know when I was union, you come in, you expect everyone to understand digital and you realize that, no, no, not everyone understands digital. And a lot of your role is convincing, asking people to just take a chance and so forth. And I think it has been interesting at coming from the PepsiCos and the Unilevers of this world into whiskey where you can't just turn on the tap for 18-year-old whiskey. There's a finite amount, and they've been doing it the same way for hundreds of years, and people don't like change. And I think it's been getting, I guess, personalized by ... And I think the recommendation that I got, which does work, is making sure that you understand who you're talking to and what's important to them.

 

(22:39):

So

 

(22:40):

From a marketing perspective, with working with my marketing director has been pivotal, but then also the CEO and putting in those one-to-one meetings and just making sure that there's a free space that no question is a stupid question because ... And I guess the last person is the finance team is ... They love the fact that it was a cash register and a profitable cash register. And it's tough because we don't have the data. So if we're driving this growth engine, we should not care that if someone wants to purchase one of our whiskeys at Waitrose on a monthly basis, that is okay. If they want to purchase from Amazon, that is okay. We shouldn't be trying to channel people, but to where we want them to shop. But the challenge with that is, if I nurture this database, the attribution to an Amazon shop and a Waitrose shop isn't as clean as somebody from a financial perspective, and it's running those tests, it's running those pilots, seeing if they're looking at the data, is there uplift in the community growth versus anything else?

 

(23:53):

And those are some of the metrics that we're bringing into those website and DTC conversations. There's the commercial kind of metrics of revenue.

 

Lauren Livak Gilbert (24:03):

A small little thing called revenue.

 

Dave Stamp (24:04):

That small little thing and profit, but then looking at the marketing metrics of our post-purchase survey, what insights are we getting from that? How is our community growing? Is our community engaged? What's the community growth versus, I guess, the churn of that? And those are the metrics that we're starting to bring into these conversations. So trading updates aren't just here's the P&L, but

 

Peter Crosby (24:32):

It's

 

Dave Stamp (24:32):

Here's the P&L, but also here's additional things that are helping elevate our brands. Because if we can grow community, for example, not all of our markets are own route to market. So if we have a market, let's say for example, Germany, one of our websites actually has a very large chapter base in Germany. And so how do we utilize that database to help drive pull-through of our core products in that market? And so if we start looking at visitors from a certain market, we're generating demand. Therefore, how do we capture that demand, bring them into our space and then help drive that purchase intent in that market? And so we're looking at these different KPIs across the website beyond that little small one of revenue and profit.

 

Peter Crosby (25:21):

Yes. All the things must flow beneath that in order for that top line and also bottom line growth. I mean, the efficiencies that you've been achieving to be able to make this consumer engagement journey happen, and then to be able to do it at scale in this sort of new era that is so hungry for the kind of storytelling that you're talking about, it's really exciting.

 

Dave Stamp (25:51):

It's exciting. It's not easy, but it is exciting. I think that it's trying to get everyone on board with the opportunity and vision of what's achievable, especially with how things are going and I guess taking into AI. And I think that's where we need to double down of making sure that we're going to be visible because if we do nothing, the risk is we will be invisible in this new world. And I come back into your discoverability slide, Lauren, where it's discovery's getting harder and harder and harder as these LLMs are doing the decision making for us and providing recommendations for us based off of our previous conversations. And so how do we make sure that we're appearing in those? Because that's where the world's going. And so that's our main focus because when somebody is, let's say, in a Waitrose or a Saintsbury's or a Tesco, they may be on ChatGPT going, "Out of these, what should I get?

 

(26:55):

" If we're not there, they're not going to pick it up off the shelf. And if I'm having a restless night, that's what I'm having a restless night about.

 

Peter Crosby (27:06):

Yeah. No, I would imagine it's not just being there. The advantage as you bring it is ChatGPT will tell your story. They won't just say, "It's available here for this much a bottle," or something like that. It will say, "Here's why this is such a legendary brand and why..." And that is a gift to, I would imagine, to a brand like yours, if you can make sure that that is available to the agents for you to tax.

 

Dave Stamp (27:38):

Exactly.

 

(27:39):

It's interesting you say that because today I was trying an LLM and it was bringing back things that I wasn't sure that were landing as messaging. So for example, Deanston's one of our whiskeys and it has a really interesting waxy mouth feel and it was bringing all of that in, which was fantastic that the LMs are bringing that content in because that's a key differentiator for our whiskey. It's not just saying, "Oh, this whiskey is good." It's saying, "This whiskey is known for X, Y, and Z," which is just once again, driving that intent to have someone pick it up off the shelf. And I think that's where it's quite a powerful tool. And coming back into our distillery visits, it starts with some of those people driving that intent, and then how do we nurture that through the digital space?

 

Lauren Livak Gilbert (28:34):

I have to say, Dave, thank you for listening to my slides. It is so much that what I say resonates. So I appreciate that, number one. But what I wanted to ask you is, so you have the distillery experience, you have the website, they can purchase, they can purchase tickets. You mentioned the kind of VIP program too. What are other ways that you're engaging with your consumers? Or even do you go on social channels? What are other ways that you've found that you can build that community or interact with them?

 

Dave Stamp (29:05):

So our community is very much from a ... We have our website and our email. Email is one of our strongest channels. From that, we do have our social media channels. So how do we grow and nurture our social media channels with Instagram and Facebook being kind of our key ones? We are looking at different channels out there. So with the whole rise in LMs, I think everyone's now looking at Reddit of how do we all jump into Reddit, but authentically and not abrasively. Substack is something that everyone also is mentioning, and is there anything we can do on some of these channels? Being a regulated product, TikTok is now starting to allow premium spirits from an advertising perspective, but previously we're not allowed on that space whatsoever. So I think we're now reevaluating all the channels, because it's no longer the Instagrams and the Facebooks.

 

(30:08):

There's now all these other channels and also other communities that we need to figure out what is the best way to tap into these communities without ... And it comes back into flogging our wares, but how do we go in a value added way versus, "Hey, do you want to buy this product? Do you want to buy this product?" But how are we adding value to those conversations in those communities? Because with technology, now everything is so behind closed doors, how do we ... And we won't be able to get into those, but how do we influence those conversations by giving them a great experience? So they want to talk about it. And that's what digital's trying to do, but also our distillery visits. We do have some great teams and they're creating those memories and we're just kind of nudging them to talk about them more.

 

Peter Crosby (31:02):

Yeah. And that makes me wonder about bringing those stories alive on your website. Have you considered or is it on your agenda to think about using LLM's chat agents on your website experience? Is that something that could feel authentic enough to make it work for your consumer or is any of that on your ...

 

Dave Stamp (31:28):

It's interesting you say that. I think there's always a personal bias I find when talking to various stakeholders around chatbots and LLMs, because I think everyone's had that bad experience where you've gone onto a website, you've asked a question and the

 

Peter Crosby (31:46):

Bot's like- Oh my God. Yeah.

 

Dave Stamp (31:47):

"I don't understand. Please contact this. " And you're like, "No, I didn't need that. I don't understand. It keeps on repeating itself." And I think that's where I think through people having these experiences, it's almost off-putting. However, my mindset is I think it will add value, especially for some of our products in whiskey where there's so many nuances of tasting notes and so forth. And if we think about whiskey and some of our products, we have so many limited editions over how many countless years, how do we provide an archive for all that? Because someone may have a bottle that was given to them 40 years ago, where are they supposed to go with any information? And so how do you use LLMs and that capability? So you can go to the website, go, "Oh, I have a Buna Haben 40-year-old that was a limited edition purchased in 1972." And then it can come back going, "Oh, that's fantastic.

 

(32:46):

These are the tasting notes for it. This is this for it. " And I think that's where we need to get to that place because I think it's only natural that will come.

 

Peter Crosby (32:55):

The

 

Dave Stamp (32:55):

Challenge will be from a brand perspective is how do we make sure that all the content that we ingest into this is accurate, up to date? And I think that's where it will be a challenge because if a whiskey was released 40 years ago, unless we have that record somewhere-

 

Peter Crosby (33:14):

Yeah. Where does that content live?

 

Dave Stamp (33:16):

Yeah. How are we going to do that? And that's a big challenge.

 

Lauren Livak Gilbert (33:24):

Talk about data though. I mean, that goes back ... You've been around for so long. I never thought about that from a whiskey standpoint, but you're right, you could have a bottle that you've never opened and you want to know more information about it.

 

Dave Stamp (33:34):

Maybe your grandfather bought something as an investment and it's collecting dust and you're like, "Is this good? Is this bad? Should I open it? I don't know. Where are they going to go? " And for me, if our brand website can be the source of that valuable information, because say don't open up or open it up and have it with a great Parmesan.

 

Peter Crosby (33:54):

I'm

 

Dave Stamp (33:54):

Making stuff up, but ...

 

Peter Crosby (33:56):

I love a great Parmesan, so I have no problem with that suggestion. Just Dave, to close out, I mean, the thing that stood out at me from the beginning was your stat about going to a distillery doubles your average order value. And once you know that stat, that's a moment of truth where then you kind of work backwards from there. Okay, how do you make that happen more? And then once it happens more, how do you create that ongoing relationship with your consumer? And so the clarity of that is ... And also the fact that you only have so much product, you're not making endless amounts of it. So that scarcity plus experience just I think adds up into an incredibly fascinating and storytelling challenge and marketing challenge. And I really appreciate you coming on here and sort of sharing your thoughts and how you made all of this come to life over the last six and a half years.

 

(34:58):

And we really appreciate your expertise in bringing it to our community today. Thank you so much.

 

Dave Stamp (35:03):

No, thank you for having me. It's been an absolute pleasure.

 

Lauren Livak Gilbert (35:05):

Thanks so much, Dave.

 

Peter Crosby (35:07):

Thanks again to Dave for sharing his consumer experience journey with us. Speaking of journeys, be sure and plan yours to the Digital Shelf Summit in May with 700 of the best and smartest people in the industry, digitalshelfsummit.com. Thanks for being part of our community.