Savvy Distilleries Are Putting in Extra Effort to Make Their Hand Sanitizers Look Stylish

Business as usual may be on pause, but good branding isn’t

By churning out hand sanitizer, distilleries are doing good—and many are doing some clever branding while they’re at it. Mammoth, Old Fourth, Hanson of Sonoma, Eight Oaks, Lexington

Last year, the family-owned distillery Mammoth decided to invest several thousand dollars in a professional roll printer so it could make labels at its home office in Central Lake, Mich. Mammoth runs three tasting rooms and makes a full line of rye, bourbon, vodka and gin, so it already has a standing contract with a high-volume label producer. The in-house machine was just for the select runs of 100 bottles or fewer. CMO Mark Scheer figured that would be all the use the pricy machine would see.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.