With a mystical reputation as well as an intimidating nickname, Iceland’s most popular distilled beverage, Brennivín, possesses an almost supernatural identity. Served ice cold, in the form of a shot, the national alcohol is extremely popular in Iceland, but does not have much of a presence outside of this country. In fact, the Icelandic drink that is traditionally used to help mask the taste of fermented shark flesh that is eaten at Iceland’s midwinter feast, Þorrablót, is produced at only one distillery. A series of fortuitous circumstances, however, allowed one American to stumble upon the majesty, or horror, of Brennivín during frequent layovers in Iceland’s Keflavík airport, while waiting for connecting flights to the United States.
Iceland’s signature alcohol
This man, Joe Spiegel, not only enjoyed drinking the traditional Icelandic liquor, but also saw an opportunity to bring the signature alcohol over to the American consumer. After founding Brennivín America, Joe started to develop his marketing strategy for exposing “The Black Death” to the Yanks. He set up the primary operations for his new company in Jackson, Wyoming, home of the famous Jackson Hole ski resort. The decision to set up shop in Wyoming sounded like an interesting, almost random, choice, until I had the chance to speak to Joe and learned about his highly calculated marketing strategy that will hold the key to Brennivín’s success in the American market.
We can’t be everything to everyone.
The notion of authenticity seems to be the core focus of Joe’s vision for Brennivín in the States. “We can’t be everything to everyone,” says Spiegel, as he passionately discusses the future of his company. “The goal is not to be in every bar. Just a few places, so people can discover us on their own.” Brennivín America aims to pique America’s curiosity about the mystical drink, while also managing a somewhat limited supply. With only one distillery in Iceland producing the liquor, slow and steady growth is the recipe for success in Brennivín’s American blueprint. Also, the limited supply will encourage high-end cocktail bars to see Brennivín as a rare, unique, and original hard alcohol similar to aquavit. “Discovering the unique taste of Brennivín is a whole new experience,” explains Joe, as he recalls trying Iceland’s Black Death for the first time. “The taste was distinctly unique, like nothing I had tasted in the US before.” The 80 proof liquor is traditionally brewed using potato mash, lightly flavored with caraway, cumin, and other spices.
Eerily similar
So, with all the populous, bar-filled cities in the United States, why choose Wyoming as a starting point for Brennivín? Surprisingly, there are many similarities between Wyoming and Iceland, two otherwise unrelated geographical locations. For starters, both areas have similar populations with economies that are heavily reliant on the tourism industry. Additionally, both regions are very pleasant in the summer, with visitors coming with high expectations of trying something new.
What alcohol could provide a more adventurous experience than the exotic Icelandic intoxicant called the Black Death?
Another essential similarity is the government’s role in the distribution of alcohol. In Iceland, liquor is available at licensed restaurants or in the 48 state-run liquor stores (there is a monopoly on the sales of alcohol in Iceland.) Government in Wyoming also controls the distribution and sale of alcohol, creating a level playing field, so that start-ups like Brennivín America have a greater ability to compete for shelf space against more recognizable brand names. Who knew that Wyoming could provide such a quality test market for the otherwise unrelated Nordic country?
Spreading the word
While Jackson, Wyoming, is the primary base of Brennivín America, the company plans to expand to select cities with a very strategic and conservative approach in mind. San Francisco, Seattle, Boston, and LA are on the shortlist of cities where Brennivín will be available within the next couple of months. However, with supply not reaching adequate levels to fully support these large populations, Brennivín will be placed in select bars and stores as a sort of underground, indie label. Additionally, Iceland’s biggest airline, Icelandair, also helps spread the word about their signature drink. Spiegel states that he wants to capitalize on other cities to which Icelandair flies, and that the popular airliner and pride of Iceland “does a great job…marketing the product and the country as a whole.”
Another key aspect in the marketing of this exotic drink comes in the form of its distinct label. Brennivín’s nickname, Black Death, came originally from the bottle’s traditional somber, unadorned black label. Finding the right mixture of authenticity and aesthetic appeal provided a challenge for Joe Spiegel in his choice for Brennivín’s American artwork. Additionally, Spiegel had to make sure the new label would comply with the strict regulations regarding alcohol labeling in the US. Brennivín America was given access to all the Icelandic government’s archives documenting the history of the iconic drink, providing a colorful platform to inspire Joe in his quest for the perfect branding. Ultimately, Spiegel teamed up with Hjalti Karlsson, a US-based Icelandic designer known for his artistic talents. Hjalti helped capture the spirit of the older bottles, while also creating an amazing new look for the American bottle.
Adventurous authenticity
Thus, the unique flavor coupled with a creative marketing strategy will give Joe Spiegel and co. a strong platform as the liquor fondly known as the Black Death invades the States. With a theme of adventurous authenticity, Brennivín will likely catch on as a niche alcohol for those who seek out its mystical existence. Joe warns potential Brennivín consumers to “not fight the taste, but embrace it,” as this aquavit-style alcohol attempts to dominate the Wyoming nights.
The only question left to ask is, can you handle the Black Death?
Joe Spiegel’s adventure to bring Iceland´s signature drink to America, through a subtle marketing campaign.
With a mystical reputation as well as an intimidating nickname, Iceland’s most popular distilled beverage, Brennivín, possesses an almost supernatural identity. Served ice cold, in the form of a shot, the national alcohol is extremely popular in Iceland, but does not have much of a presence outside of this country. In fact, the Icelandic drink that is traditionally used to help mask the taste of fermented shark flesh that is eaten at Iceland’s midwinter feast, Þorrablót, is produced at only one distillery. A series of fortuitous circumstances, however, allowed one American to stumble upon the majesty, or horror, of Brennivín during frequent layovers in Iceland’s Keflavík airport, while waiting for connecting flights to the United States.
Iceland’s signature alcohol
This man, Joe Spiegel, not only enjoyed drinking the traditional Icelandic liquor, but also saw an opportunity to bring the signature alcohol over to the American consumer. After founding Brennivín America, Joe started to develop his marketing strategy for exposing “The Black Death” to the Yanks. He set up the primary operations for his new company in Jackson, Wyoming, home of the famous Jackson Hole ski resort. The decision to set up shop in Wyoming sounded like an interesting, almost random, choice, until I had the chance to speak to Joe and learned about his highly calculated marketing strategy that will hold the key to Brennivín’s success in the American market.
We can’t be everything to everyone.
The notion of authenticity seems to be the core focus of Joe’s vision for Brennivín in the States. “We can’t be everything to everyone,” says Spiegel, as he passionately discusses the future of his company. “The goal is not to be in every bar. Just a few places, so people can discover us on their own.” Brennivín America aims to pique America’s curiosity about the mystical drink, while also managing a somewhat limited supply. With only one distillery in Iceland producing the liquor, slow and steady growth is the recipe for success in Brennivín’s American blueprint. Also, the limited supply will encourage high-end cocktail bars to see Brennivín as a rare, unique, and original hard alcohol similar to aquavit. “Discovering the unique taste of Brennivín is a whole new experience,” explains Joe, as he recalls trying Iceland’s Black Death for the first time. “The taste was distinctly unique, like nothing I had tasted in the US before.” The 80 proof liquor is traditionally brewed using potato mash, lightly flavored with caraway, cumin, and other spices.
Eerily similar
So, with all the populous, bar-filled cities in the United States, why choose Wyoming as a starting point for Brennivín? Surprisingly, there are many similarities between Wyoming and Iceland, two otherwise unrelated geographical locations. For starters, both areas have similar populations with economies that are heavily reliant on the tourism industry. Additionally, both regions are very pleasant in the summer, with visitors coming with high expectations of trying something new.
What alcohol could provide a more adventurous experience than the exotic Icelandic intoxicant called the Black Death?
Another essential similarity is the government’s role in the distribution of alcohol. In Iceland, liquor is available at licensed restaurants or in the 48 state-run liquor stores (there is a monopoly on the sales of alcohol in Iceland.) Government in Wyoming also controls the distribution and sale of alcohol, creating a level playing field, so that start-ups like Brennivín America have a greater ability to compete for shelf space against more recognizable brand names. Who knew that Wyoming could provide such a quality test market for the otherwise unrelated Nordic country?
Spreading the word
While Jackson, Wyoming, is the primary base of Brennivín America, the company plans to expand to select cities with a very strategic and conservative approach in mind. San Francisco, Seattle, Boston, and LA are on the shortlist of cities where Brennivín will be available within the next couple of months. However, with supply not reaching adequate levels to fully support these large populations, Brennivín will be placed in select bars and stores as a sort of underground, indie label. Additionally, Iceland’s biggest airline, Icelandair, also helps spread the word about their signature drink. Spiegel states that he wants to capitalize on other cities to which Icelandair flies, and that the popular airliner and pride of Iceland “does a great job…marketing the product and the country as a whole.”
Another key aspect in the marketing of this exotic drink comes in the form of its distinct label. Brennivín’s nickname, Black Death, came originally from the bottle’s traditional somber, unadorned black label. Finding the right mixture of authenticity and aesthetic appeal provided a challenge for Joe Spiegel in his choice for Brennivín’s American artwork. Additionally, Spiegel had to make sure the new label would comply with the strict regulations regarding alcohol labeling in the US. Brennivín America was given access to all the Icelandic government’s archives documenting the history of the iconic drink, providing a colorful platform to inspire Joe in his quest for the perfect branding. Ultimately, Spiegel teamed up with Hjalti Karlsson, a US-based Icelandic designer known for his artistic talents. Hjalti helped capture the spirit of the older bottles, while also creating an amazing new look for the American bottle.
Adventurous authenticity
Thus, the unique flavor coupled with a creative marketing strategy will give Joe Spiegel and co. a strong platform as the liquor fondly known as the Black Death invades the States. With a theme of adventurous authenticity, Brennivín will likely catch on as a niche alcohol for those who seek out its mystical existence. Joe warns potential Brennivín consumers to “not fight the taste, but embrace it,” as this aquavit-style alcohol attempts to dominate the Wyoming nights.
The only question left to ask is, can you handle the Black Death?
