We have approximately 833 days between us and Holladay bourbon. I think about this distant milestone often because I’m surrounded by the reality of it. I can see the barrel warehouse from the office, and I can feel the sting of sour mash in my nose when I walk past the Cistern.
But what about those who don’t work here? Those without front-row seats to the daily bourbon-making process? How do we rope potential customers into our story’s beginning and hold their attention through the middle? Most importantly, how do we keep them engaged enough to stick it out with us all the way to the end when it’s more than two years away?
Like great storytellers, we build suspense.
We can’t change the date of our bourbon release, and we wouldn’t want to. It takes time to age quality bourbon that is rich with flavor and unique in character. In the meantime, we can use the waiting period to our advantage. We can continue to remind our growing fanbase that Real Missouri Bourbon is here…it’s just not ready to come out yet. And they’re just going to have to sit tight.
Building anticipation makes stories all the more thrilling to read. It makes readers hungry for more details and clues…anything that will bring them closer to a mysterious and satisfying ending.
Facebook and Instagram Stories allow users to swipe through our moments and follow along with our day-to-day bourbon-making activities. They’re introduced to our Master Distiller, Kyle. Swipe! They’re in the barrel warehouse watching the barrels roll across the floorboards. Swipe! They’re watching the seasons change and learning the effects Missouri weather has on the taste of bourbon. Swipe! With every Holladay post we create, we build suspense, and the more we can do that, the more customers we are going to see once that ~833 days is up.
Check out the suspense we built today: