On December 1, 2019
Sell sheets are important for distillery distribution and sales but in reality everyone from liquor stores — to the media — to potential investors will lay eyes on them at some point. Whether you’re a new distillery in need of sell sheets for the first time, or your sell sheets are outdated and need a refresh, use this template to ensure you’ve included all of the essentials in your design.
In the photo industry they call imagery of a product with a transparent background, a knockout. A knockout or bottle image is essential for potential buyers and distributors to get a feel for your label and branding. Bottle imagery also helps the press recognize your product by its label as they begin to learn more about your portfolio.
This is a one-two paragraph description similar to what would appear on your website. Include pertinent botanical information, tips for consuming, and any top level production notes.
Here’s an example from KOVAL Distillery: “Crafted with the same prized recipe as the Dry Gin, KOVAL Barreled Gin adds a new level of citrus and spice with a light butterscotch sweetness that comes from its maturation in a KOVAL whiskey barrel. A perfect marriage of botanicals and oak, KOVAL Barreled Gin is crisp enough to be enjoyed straight, or as a new layer of depth in classic cocktails.”
Differentiating Statement or Blurb
Here’s where you need to differentiate the product from the rest on the market. Is your gin 100% vapor extracted? Kosher certified? Made from unique, local botanicals? Let the audience know your product isn’t just another gin, whiskey or vodka.
Don’t forget to include supporting content such as a blurb about your product from the press or a small list of recent medals and awards. Don’t be afraid to add imagery of medals if space allows.
Have you included the following information on your sell sheet?:
- Contact information (address, website, social)
- UPCs (Either written out or actual UPC barcode)
- Proof, ABV, and price
- Best route for product procurement
- Control state product code (if applicable)