Convincing hard nosed country folk clients that love fishing and hunting about sustainability can be a somewhat sensitive issue. Whiskey legend Jack Daniels has proven that old fashioned shrewdness still comes a long way. Offering tours through their distillery, it discreetly sells the "green message" to visitors by gently reminding them of their connection to nature and traditions passed on from grandfather to father to son.
From greenbiz: "...an excellent example of how to sell sustainability to the consumer segment we call cautious conservatives and skeptics. Here’s what we can all learn from the folks at Jack:
Without the natural, limestone-filtered spring from which the water for the product comes, there would be no Jack Daniels. So they bought up 1,000 acres to make sure they could protect the land around the spring and, thus, protect the quality of the product.
They don’t believe in wasting anything and make their own charcoal through which the product is filtered -- and when it’s time to replace that charcoal, it gets remade into briquettes you can buy in the store to throw a steak over. Same with the mash that ultimately becomes the whiskey. If there’s a quality control issue, they scoop it up and sell it to a bunch of local farmers who, in turn, feed it to some very happy cows and pigs.
At the end of the tour you can purchase some of the high end stuff in a special bottle -- and a portion of your purchase will go directly to fund the conservation efforts of Ducks Unlimited. Which means by buying Jack Daniels, Cautious Conservatives can help make sure there are plenty of duck hunting trips in their future."
Who would not get that message?
http://www.greenbiz.com/blog/2010/08/27/selling-sustainability-whiskey-drinkers?utm_source=GCX+Newsletter&utm_campaign=96a5391e1a-GCX_Oct_Newsletter_2010&utm_medium=email
www.globalcarbonexchange.com
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