by Lon Cohen |
After finally settling into its new digs at 161 River Ave in Patchogue on Jan. 1, The Better Man Distilling Co. is forging ahead with plans to produce its first batch of craft spirits this spring.
But first, they took a selfie!
The company announced its new logo on social media, highlighting the spirit-maker’s philosophy and style. Their name is accompanied by a large letter B filled in with a fun, colorful pattern.
It’s the foundation of a logo that will be printed on bottles, business cards, merchandise, and everything else that promotes the brand.
“We wanted our logo to stand out, both on the shelves and in our audience’s memories,” said Abigail Gruppuso, Better Man’s head of operations. “We were looking for something fun, colorful, and exciting that ties into our mantra of being you, being bold, being daring, being adventurous – being The Better Man”
The logo is not static either. The pattern that fills the letter B will also change depending on where it’s used.
“My business card has a different pattern from the founder’s, which is different from our head distiller’s, highlighting our varying personalities,” said Gruppuso. “The pattern on the bottles will be different to reflect the taste and feeling that comes with each spirit.”
The logo was designed by New Breed Advertising.
The company, which is located in the old Blue Point Brewery, expects to begin production in the early spring, and have the tasting room open to the public by July.
The plan is to distribute locally, once they have their first batch ready — but a nationwide hiccup might cause a delay.
“If the government shutdown continues, we will not be able to get our formulas and labels approved, which will then delay our distribution and opening,” Gruppuso said.
But it will happen eventually. The plan is to first distill vodka and gin followed by whiskey and bourbon. Their 300 gallon still should be able to produce about 350 bottles on average per batch, depending on the product, proofing, and bottle size.
The timing is right for craft spirits, according to the company. Local pride, support for small business and even social media platforms like Instagram have helped to encourage the thirst for locally created brews and spirits.
“Americans, most of them being young adults, have found a fascination with the creativity and craftsmanship that goes into craft spirits and cocktails,” said Gruppuso. “We are on the brink of a major change in drinking culture.”
The company thinks the popularity of craft cocktails will spread from New York City to Long Island, especially in areas like Patchogue and its thriving youth culture.
At first, bottles and cocktails will be available for purchase at the tasting room. They also expect to distribute through local liquor stores, bars, and restaurants.
The company does have plans to become a vendor at Patchogue’s Alive After Five.
A majority of Better Man’s ingredients will be locally sourced from New York State — including its grain, botanicals, and barrels.
They hope their innovation and creativity is what helps them to stand out.
Oh, and their perseverance.
Better Man Distilling Company has had a rocky start.
To get where they are today, they were forced to change their name from Bitter Man over trademark concerns. That was followed by a deal that fell through for their original choice of location in Patchogue on West Avenue. Click here for all our prior coverage.
The owners took it all in stride, adopting a mantra to fit the situation of always trying to be better, hence the name of the company.
“No matter what gets you down or who gets in your way, keep moving forward, keep being you, keep getting better,” said Gruppuso.
It’s not that they are promoting becoming better by drinking.
“Rather we are promoting being better through community events, being kind to your neighbors, sharing a drink with a new friend, following your dreams, and building a world full of love,” she said.