space. So as a customer, when you come in, you can look right over the railing into the cellar, and you can see them making the cider. “Connecting the customer to the product, that’s what people want these days.” Connecting the customer to the product, that’s what people want these days. They want to feel connected. They want to hear your story. So we do tastings (we don’t serve pints! If you like the tasting, you can buy a bottle and take it with you.)). And we also serve directly from the tanks downstairs into growlers or refillable bottles.
The experience is what connects our community to our brand.
Often these family businesses start as an idea, and they become a 24/7 burden. How do you keep that from occur- ring?
We were always told most importantly, ‘work on the business, not in the business.’
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DECEMBER 2017 • SPOTLIGHT ON BUSINESS MAGAZINE
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