Today we’d like to introduce you to Jon Gorman And Bianca Rosa.
Hi Jon Gorman, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
We’re a husband-and-wife team who went from working behind the bar and helping small businesses with websites to running a boutique marketing agency for craft spirits brands. But it didn’t happen overnight.
In 2019, Bianca traded her events business in Brazil for a fresh start in Texas. She jumped behind the bar and hit the road as a brand ambassador, pouring spirits and learning the ins and outs of the industry one tasting at a time. That’s where the spark really started, seeing how much heart and hustle goes into every bottle, from production to shelf.
Meanwhile, Jon was building websites for local businesses. When the pandemic hit, everything changed. Many businesses shut down, and both of us had to figure out what was next. We pivoted into online marketing, freelancing across industries and learning fast. Those early projects became the groundwork for the agency we’d later build.
Even though we were getting by, we hit a wall. We were working hard but not building anything we were truly excited about. So in 2021, we decided to combine our skills and build Spirits Marketing, a marketing agency built specifically for distilleries. We started out in a tiny home office, doing everything ourselves, but we had a clear mission: to become the best marketing agency for craft spirits.
Since then, we’ve partnered with craft spirits brands across the country helping them clean up their websites, train tasting teams, and run marketing that actually connects. Along the way, we developed what we now call the Triple Shot System. It’s our way of solving the three spots where most distilleries lose traction: not getting found online, not standing out in stores, and not keeping customers coming back.
We don’t come from big agency backgrounds. We come from behind the bar and from the field. That’s what gives us our edge. We know what works and what’s just fluff. And we’re here to help spirits brands grow the smart way.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not a smooth road.
One of the biggest challenges has been the liquor industry’s red tape. Between state-by-state compliance rules, the three-tier system, and platform restrictions, marketing a spirit brand isn’t simple. A lot of generalist agencies don’t understand these nuances and unfortunately, many distilleries have been burned by flashy strategies that don’t actually follow the rules.
On the flip side, many craft brands rely on outdated tactics that no longer cut through. Sell sheets and tastings aren’t enough anymore. The biggest challenge was showing clients that there’s a way to modernize without losing their brand soul . And that yes, marketing can be compliant and creative.
It took time, trial and error, and a lot of trust-building. But we’ve proven that it’s possible to bring a fresh approach to an old-school industry — one that sells bottles and stays true to the craft.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
We help liquor brands stop spinning their wheels and start selling more bottles.
Spirits Marketing is our boutique marketing agency for craft spirts brands where we mix creative strategy with real industry know-how. We don’t just build pretty websites or throw around marketing buzzwords. We create smart, practical systems that help distilleries get noticed and get bought.
We’re known for making marketing make sense for spirits brands, especially the ones burned by big agencies or stuck trying to DIY. We understand the rules and the distributor dance. We know why a solid sell sheet matters and how to stay compliant without getting boring.
Our focus is web design, brand strategy, field marketing, and helping distilleries turn tastings into real bottle sales. We just do good work that helps great booze get the attention it deserves.
It’s actually a very fun industry. We’re in this because we care about the craft and the people behind it. But let’s be honest, helping sell whiskey for a living is pretty great!
Where do you see things going in the next 5-10 years?
Over the next 5 to 10 years, we see a few big shifts coming:
Digital isn’t optional anymore. Distilleries that treat their website or email list like side projects are going to struggle. Direct-to-consumer is more competitive, and brands need a strong online presence that drives both visibility and sales.
Retail is still important, but most people walk into a liquor store already knowing what they want. They’ve seen it on social media or online. So the liquor brands need marketing that gets people ready to buy before they even hit the shelf. It’s not enough to just drop off a sample bottle anymore.
Sustainability and transparency are also a big trend. Consumers are paying attention to how things are made, where ingredients come from, and who’s behind the brand. That story better be tight and true.
It’s clear that the brands poised to grow in the next 5-10 years are the ones that treat marketing with the same care they put into their product. A great spirit isn’t enough anymore. It needs to be communicated and promoted in a way that truly stands out to consumers.
We’re proud of how far we’ve come, and we’re staying true to our goal to shape the future of spirits marketing. As a boutique agency, we’re already recognized as one of the best marketing agencies for craft spirits, and we’re just getting started.
Contact Info:
- Website: https://spirits.marketing/
- Instagram: https://www.instagram.com/spiritsmarketing/
- Facebook: https://www.facebook.com/profile.php?id=100078634290455
- LinkedIn: https://www.linkedin.com/company/spirits-marketing/
- Youtube: https://www.youtube.com/@spiritsmarketing26
