OF PLEASURE AND GOOD CHEER
launch along with 51 iterations of his trade secret recipe. “No other Vodka in the world possesses our recipe of malted Dutch barely and panela. It gives Lumiere a beautiful, approach- able aroma of vanilla when you pop open the cork along with pleasant tasting notes of vanilla bean and butterscotch.” “Lumiere’s marketing and brand positioning has also changed from a party and celebration Vodka to a lifestyle low-calorie Vodka of Dutch origin with health-conscious ingredi- ents. Wheeler had to understand every detail about building the brand—from the science of creating alcohol to operating a business. A key lesson was whom to partner with. Every oppor- tunity for partnership is not meant for your brand and what worked for one brand might not be the recipe of suc- cess for what you created your brand to be,” says Wheeler. “When you partner with organi- zations, you are branding together. Your partnerships reflect what a brand stands for and how the public perceives your brand.” Recently, LumiereVodka has partnered with Tipsy Scoop Liquor-Infused Ice Cream and collaborated with CLEOTV. “We have developed two custom flavors alongside Tipsy Scoop to curate brand experiences for Star Wars weekend in Washington, DC, and being featured in all their stores nationally for National Vodka Day.” “I was featured on CLEOTV for an episode of Just Eats with Chef JJ. These partnerships enhance our brand’s pres- ence by maximizing our social voice with strong social media reposting and
mentions and amplifying our brand messaging by tapping into our partner- ship’s audiences.” “Our target audience changed once we modified our brand positioning. Once we changed our image from a party brand to a lifestyle brand, we began to reel in a different type of demographic. We initially con- nected with our consumer base by creating rich impressionable brand experiences that spurred word of mouth. What has changed over time is the type of brand experiences that Lumiere is curating. Instead of spon- soring a party in the club we are now selectively partnering with organiza- tions that define our target markets’ interests.” On Barriers to Development His age was a barrier early on. “A hurdle I often encountered was that people would not take me seriously because of my young appearance. Sometimes people would not work with me immediately because of my youth.” Next, he had to navigate the reg- ulatory and legal barriers. “I dealt with trade-specific offices of alcohol and tobacco on the state and federal levels. I would ask specialists a list of questions and take note of how I would complete the necessary requirements to earn licenses.” “I plan to keep Lumiere as one singular product line as long as it takes for a good percentage of the US market to grasp the Lumiere brand message. We’re seeking to expand to new markets within the next five years: Virginia, Delaware, New York, New Jersey, and Pennsylvania. I can reach
these markets by car when I need to be present.” Wheeler wants to grow his brand internationally. His has advice for future entrepre- neurs. “Starting a business, building a business, and managing a business require different skill sets and levels of business acumen. Learn all you can about each aspect when seeking success through a start-up.” ♦
50 THE JOURNAL ♦ WINTER 2023-2024
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