I drink to the beat of my own drum. Sometimes I have red when the pairing should be white. I’m not beyond pouring juice into a pretty cup just to switch it up. Maybe it affects the swirl, but I live in my own whirl.
And so, when I needed to create a new wine brand for the $15-$25 range and bring some color to the kosher market, The Beat was born.
I’ve been working with New York’s #1 kosher wine retailer for many moons now. Together, Moishe and I have lifted up many of our “exclusive” wine brands, just to be disappointed as a distributor rides on the buzz we created and offers it to competitors. Thus began our private wine label program. Wow, have we learned a lot. And wow have I fucked up a few times! Turns out label printing is a whole thing! Slowly but surely, however, we are seeing the fruits of our labor, and I’m very excited to present this new range of wines, starting with an Italian rosé that we sourced through The River Wine.
As Moishe and I brainstormed, we blended our passions with a major part of Jewish life: music, sweet music. Plus, both Moishe and I walk to the beat of our own drum. It only seemed fitting to create one of our first brands to reflect this “uniqueness.” By taking a quick look at the kosher market, you’ll see that this colorful label is very different from everyone else on the shelf.
With the name decided, I began to dream about grapes as music notes, where each variety in the range would take on either a unique tune or color. Considering pricing and timing, we realized it was best to create one recognizable art that we could adapt to each private barrel procured.
Enter Miguel, a Portuguese graphic designer specialized in wine labels with whom I’ve worked a few times now, all thanks to a hashtag on Instagram and his prompt responses. We hired him, he took my ideas and began to fly. There are few things more satisfying than being able to explain what exists only in the mind and have it brought to life. Miguel did that.
Take me back to Tulum…
Currently, we have created three wines under The Beat brand: an Italian rosé and sparkling rosé, as well as a Californian Clairette. Together, they create a beat that celebrates everyday life. Affordable wines that go down easy and have a pretty label and marketing concept.
We intend to work with musicians, let the sip inspire a tune. Music and wine…so many possibilities.
The downside to working with private labels is that not everything is in your control. I would have loved a different capsule, for example. And I definitely would have placed the label a bit higher on the bottle. But hey, for one of our first collaborations, I’m still very happy with the outcome.
My personal palate prefers small production wines with little to no intervention. But such wines are not meant for everyone. And of course, kosher wine is its own thing…
Do you need someone to help you develop a brand that speaks to your consumers while pushing them slightly outside of their comfort zone? I’m what you’re looking for. Let’s talk.
Let me figure out your beat.
