Fortify Experience
Learning from experience, the products of the panelists at Fortify.
Photo by Kim Lawton
Fortify Panel
The panel, Tyler Dyck, Cynthia Enns, Kristen Needham and Patt Dyck.
“Learn from the mistakes of others. You can't live long enough to make them all yourself,” advised Eleanor Roosevelt, American President Franklin D. Roosevelt’s wife, and a diplomat and activist in her own right.
Delivering on that philosophy, leaders in winery, distillery, cidery, and brewery industries provided insight at the Fortify Conference opening panel. Each offered valuable information based on his or her own experience. Common cornerstones were taking the time to plan, creating systems to operate and track information, and writing down procedures.
President Craft Distiller’s Guild of BC and CEO of Okanagan Spirits Craft Distillery, Tyler Dyck regretted heeding advice to focus on the marketing of the product. “Instead I would focus on the experience. The world doesn’t benefit from production of yet another consumable product, but it does from the creation of a good memory stemming from a wonderful experience.”
Western Canada’s oldest craft distillery, Okanagan Spirits was founded in 2004 “from the idea of 100% locally grown fruits and grains made into premium, world-class spirits just a tractor-ride away from the orchards and fields where the base ingredients were grown.” It now produces over 25 internationally awarded spirits ranging from BC’s first Single Malt Whisky to Gins, Vodkas, Liqueurs, Fruit Brandies, Aquavit and Absinthe.
Dyck stressed telling your story and it’s your single biggest asset. “If I could turn back the clock,” I’d give greater attention to what the customer wants through “more time at hospitality industry conferences talking directly to prospective accounts and listening to what they really are looking for.”
Conversely, he’d reduce time chasing success in competitions and “rein in the pressure to constantly expand the portfolio in trying to please accounts. More is not always better,” he says. Dyck recommended studying the market research and metrics in your market environment, adding “a thick skin” is needed to engage effectively in product market research panels.
Kristen Needham, founder and Cidermaster at Sea Cider Farm and Ciderhouse, quipped the birth of her daughter in 2000 may not have been the soundest catalyst to start the cidery. Sea Cider’s key ingredients at the outset were an inherited orchard; a family in agriculture; “slow food” experience living in Europe; time to plan; a supportive husband; and another business to pay the bills while they got established.
Located minutes from Victoria on the Saanich Peninsula, Sea Cider is a farm-based cidery and opened its farm gate business in 2007. Growth-oriented, value-driven and family-owned, Sea Cider creates exceptional cider experiences from farm-based tasting and events to wholesale across North America. It operates 10 acres plus lease, sustains 36-plus year-round employees, and produces 16,000 cases and growing.
To her younger self, she recommended, “For everyone’s sake, find work-life balance and nurture it.” Hire managers sooner rather than later. “You don’t know everything, and you can’t do everything,” she says.
Laughing Stock Vineyards Founder Cynthia Enns agreed she’d delegate more in a do-over of her career. She was proud to have gotten some things right such as starting small but thinking big; and focusing on customer loyalty and brand often, brand always”.
What the Enns “needed to learn the hard way” along with the ability to delegate was to get human resources input early and “systems, systems, systems”.
David and Cynthia Enns founded Laughing Stock in 2003 buying a vineyard and jumping in to become Naramata Bench’s ninth winery. Today, area wineries number around 40. They hired consultants, attended courses at UC David and Okanagan College, added a winery building in 2005, and vineyards in 2007 and 2012, growing production to 10,000 cases. Arterra Wines Canada Inc. acquired Laughing Stock in 2017 as a wholly owned subsidiary under the Enns’ management.
Cannery Brewing Co-Founder Patt Dyck related she operated Naramata’s Country Squire Restaurant with husband Ron for 23 years. “In need of a different direction” with a young family, they agreed to join friend and “brewing-crazed Brew Master” Terry Schoffer to form the brewery in 2000. The first batch was brewed on April Fool’s Day 2001.
Several transitions later, Cannery moved into its purpose-built facility, including a lively Taproom, in 2015. Patt admits they didn’t realize they were going to be missionaries converting customers 'one beer drinker at a time'. “We had to convince stores and restaurants there was a demand for craft beer,” and “engage people to be part of our journey.”
“Get filing cabinets,” she adds, because the hard lessons of business include establishing processes for reporting and tracking to establish a business structure with capacity for growth. Set up your personal financial foundation from the start, she advises.
“It’s all about the relationships for us: staff, customers, community, craft beer community, wineries and others.” Employee retention and development is essential: "Our biggest asset is our team. Our team is part of our family. Ongoing staff is important for consistency.”
Fortify’s opening panel set the tone for practical knowledge from and for producers of wine, beer, cider, and spirits and complementary service providers. Professional development was extensive through plenary sessions on government funding and alcohol regulations, the trade show, or concurrent tracks for Sales & Marketing; Finance/Operations; and Human Resources.
Veterans were generous in pointing out pitfalls and how they’d do things differently. Plus, triumphs were highlighted. As Eleanor Roosevelt said: “The future belongs to those who believe in the beauty of their dreams.”
Save Tuesday, November 19, 2019 for the next Fortify Artisan Fermenters and Distillers Business Conference and Tradeshow (fortifyconference.ca).