Tales of the Cocktail Impact: El Guapo Bitters
Since then, the brand has been actively involved in Tales of the Cocktail by sponsoring tasting events and this past year put together a Dynamic Duo in collaboration with William Grant and Sons at a local bar. Today, El Guapo is heavily involved with Tales of the Cocktail, selling their product in the Tales Market as well as in the Bookstore and Bitters Market.
El Guapo Bitters has leveraged their relationship with Tales of the Cocktail to:
• Develop and build supplier relationships
• Though El Guapo benefits from the direct sales it makes during the festival, its most important driver of success is accounts with large distributors. They have landed at least one of these contracts each year; with close to half of all of their distribution channels stemming from a connection made at Tales of the Cocktail.
“Without Tales for the last ten years, this industry would not be where it is. Other festivals have come and gone, that have tried to come around – and nothing is like Tales.”
“I don’t know if it’s the appeal of New Orleans or the scope of Tales, but there is nothing else like it – and nothing else has the impact. We have tried attending events outside of New Orleans, but nothing else in the industry is as effective as Tales at generating business.”
“We have decided to exclusively participate in Tales of the Cocktail – it is our one big thing that we do all year. Some events cost us more to participate than Tales, and at the end of the day what we get out is nowhere close to what we get out of being at Tales.”
“We are a brand, so we need distributors to be successful. When we can add a distributor every single year – that is what makes Tales worthwhile for us. We have been able to add a distributor every year. At the stage the our company is in, that is huge for our business.”
-Scot Mattox, Founder of El Guapo Bitter