Short Mountain Distillery Comes Back Strong

As states begin to reopen, businesses are fine-tuning their service models for the first waves of returning customers, while also deciding that some business practices from lockdown are worth keeping. One such Groupon merchant is Short Mountain Distillery, a small-batch craft distillery producing moonshine, bourbon, and other spirits. Since their home state of Tennessee has reopened, they’ve begun offering in-person tours again, and already adjusted their new policies in response to customer attitudes. Owner Billy Kaufman, meanwhile, is continuing the Facebook Live broadcasts he started during lockdown to promote the brand.

Located in Woodbury, TN, Short Mountain Distillery lies about an hour out from either Nashville or Chattanooga, and there’s only so much a small business with a limited marketing budget can do to bring people out that far. So, in 2014, the distillery started running Groupon deals because they knew that once people showed up, they’d stick around for a while. Discounting the admission price for the tour is worth the cost if there’s a good chance the customer also eats a meal, drinks a cocktail, and walks away with a $100 bottle of whiskey and some merch. And once they’ve seen the property’s natural beauty and what the distillery has to offer, they’re more likely to come back, bring their visiting family members, schedule events, etc.

During lockdown, the distillery allowed some employees to remain and carry out renovations they may have not been able to complete while open, such as installing a smoker in the kitchen. They also kept their customers engaged by doing bottle sales, curbside pickup gallon cocktails, and a virtual barrel release party. These tactics may not have generated significant revenue, but they kept the distillery top-of-mind for its customers.

When Tennessee allowed the distillery to reopen at 50% capacity, they decided to play it safe at 25% capacity and spread out across the property with picnic tables for the patrons. They even set up staging tables next to each table where waitstaff could set food and customers could set dirty dishes, so the two could maintain social distance. However, customers felt this was excessive for the rural state’s level of risk, so the distillery eventually made the staging tables optional but available on request. By being responsive and offering guests options, they helped relieve tension caused by a policy that seemed too strict.

Additionally, owner Billy Kaufman is carrying at least one new tactic forward from the lockdown period: Facebook Live. He hadn’t used it before, but hosting the virtual barrel release party helped him realize that he can start broadcasting from home weekly, speaking with local guests about the community, sharing cocktails, and using that to promote the distillery’s products.

We at Groupon have committed ourselves to helping local businesses adapt not only to lockdown but to what comes next. To reinforce this mission, Short Mountain Distillery was the latest merchant spotlighted in our company-wide initiative where merchants share a virtual experience with our global team. The distillers took Groupon employees on a virtual tour and walked us through a variety of possible cocktails showcasing the distillery’s spirits.

As every business owner wonders what the future holds for them, it’s worth seeing merchants further along in the reopening process demonstrate what a successful reopen looks like. If your business is preparing to open soon, consider launching a new Groupon campaign to make your post-COVID recovery a success as well. There’s no upfront cost, and we’re determined to help business owners like you come out of this stronger than ever.